leadership or dominance, especially by one state or social group over others.
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Card 7
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(especially of a film or television plot) having a striking and easily communicable idea.
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Card 8
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The hypodermic needle model (also known as the hypodermic-syringe model, transmission-belt model, or magic bullet theory) is a model of communications suggesting that an intended message is directly received and wholly accepted by the receiver.
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Card 9
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Meanings, including narrative, depend on binary oppositions - he explores there in terms of underlying typical themes rather than events. Conflict helps to drive the narrative. Examples Hero vs Villain, Good vs Bad, West vs East
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Card 10
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These make up 40% of the population. They like security, tried and trusted brands and like to think they belong to a group of like minded people. They like value for money and are less likely to take risks,
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Card 11
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means how the text speaks to the audience, and involves them. It also refers to how a text influences the audience. Direct mode of address: The model looks directly at the audience, or the writing speaks to 'you'.
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Card 12
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An essay which coined the term “Male Gaze” which soon went on to become a very well know and discussed theory. In film, the male gaze occurs when the audience is put into the perspective of a heterosexual man.
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Card 13
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This is where the audience accepts some of the text and disagrees with others therefore negotiating over their acceptance of what is presented to them. For example, an audience may buy the Cosmopolitan magazine for the fashion articles and the interv
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Card 14
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This is where the audience does not agree with the ideology of the text or content. This may be related to the culture, age, gender or other factors affecting audience response. For example, an older person watching the inbetweeners may have an oppos
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Card 15
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subsequent to or coming later than that which is modern.
