FILM 236 Lecture Notes - Lecture 4: Family Values, Racey, Narrative Structure

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Hypodermic model: media is all powerful and negative; audiences have no power or control. Libertarian model: audiences have total power and the media is trivial. Is not blind to the power of the media or the agency of the audience. This model redefines power: it is not the direct effects of people by the media nor is it the ability to make rational choices. This model argues that both audiences and media have agency and that there can be conflict and contestation between them. Ideology is not an exercise of direct control or repressive state power. We are not forced to participate in this society, we are persuaded and. Hegemonic power operates not through force but persuasion and sometimes compulsion that the way things are in peoples(cid:495) best interests compelled to . : accept gender roles that are predetermined for us, to.

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