Hall argued that media representations of certain groups e.g. race & gender. Reflected the dominant view in that particular era of society. Hall discussed audiences as intelligent enough to make their own mind up regarding media representations, arguing that we typically take one of three different "readings" when approaching a media text.

Reading §1 : The dominant reading.

"dominant reading" would involve a portion of the audience agreeing with the media portrayal of a certain group. E.g. the portrayal of feminism in the film Barbie, seen as accurate, meaningful and culturally significant, as the filmmakers intended.

Reading §2 : The oppositional reading.

"oppositional reading" will disagree with an argue against certain representations within media. This is taken by members of the audience who will resist the dominant understanding of certain groups in society. E.g. audiences of today will likely disagree with a racial or gender stereotype portrayed in a film or any other media product.

Reading §3 : The negotiated reading.

"negotiated reading" can be negotiated between audiences. This reading will sit between dominant and oppositional reading, either seeing the 'rights and 'wrongs' of a portrayal or recognising a portrayal as misunderstood. E.g. the portrayal of Muslims in the film Four Lions as potentially offensive / stereotypical, but also see a subversion of the stereotype, understanding the character depth throughout the film.

Task 1:

1) FILM: Little Women.

• The dominant reading is how women experienced freedom and independence after the effects of the Civil War.

  • The oppositional reading is the portrayal of how women were viewed as not being able to work and were subjected to housework and providing a family for their husbands.

  • The negotiated reading is set between 1863-1866 n the later half of the U.S Civil War, the film is submissive or subversive in relation to the patriarchal norms of society back in 1863.

2) SERIES: AHS: Freak show.

• The dominant reading is the exploitation and stigma of freak shows. The show questions cultural perceptions that have become normalised & asks us to consider what we find most terrifying in society.

• The oppositional reading in the show, is the negative stereotypes perpetuated about neurodivergent / disabled people.

The Theory:

The Hierarchy of Needs establishes the innate human needs, between five categories.

These categories (in order) are: Physiological, safety, love, esteem, and self-actualisation.

The purpose of this categorisation is to suggest that individuals progress through these needs, tier by tier, to experience a progressive sense of fulfilment and motivation.

From a Media perspective:

We can apply this theory to media texts. This is achieved by understanding the purpose of e media text, and how it wishes to connect with its audience. By understanding audiences needs, we can target the media we produce to reach them effectively. E.G. a documentary about bullying would appeal to an audiences "Love & Belonging' needs to then better target them.

Task 1:

§1) Poster 1:

• This poster is part of the esteem area because it's about mental health and reaching out to people who are struggling.

§2) Poster 2:

• This poster is about safety as it has representation for fires and accidents that may occur when a fire breaks out, It explains the importance of changing your fire alarm as in some cases it can be life-saving.

§3) Poster 3:

• This poster is about physiological needs as it exemplifies Coke as an essential product and additionally makes it seem like a privilege at the same time. The phrase "The real thing" makes it seem as a special product that can be desired.

Task 2:

§1) Shutter Island:

• This movie explores a U.S. marshal who goes to an isolated hospital for the criminally insane to investigate the disappearance of a patient who is a murderer. This movie explains the themes of mental health, murder, death, suicide and depression.

• It is set in a gothic genre and connects back to Maslow's hierarchy, especially Esteem, Love & belonging and self-actualisation. Andrew looks for a way to live with his guilt and avenge the killing of his wife. This movie appeals to middle aged men and people who enjoy Martin Scorsese.

§2) Cry of fear:

• This game explores a disturbed Swedish protagonist called Simon Henriksson. Each enemy within the game serves as symbolic representation of how Simon sees himself, other people and any other factors related to his own life. This game discovers and explores themes of suicide, low self-esteem, depression and self-harm.

• The game is nothing more than a metaphor of Simon's therapy. The Simon that the person controls throughout the game is a mental projection of the real Simon and the drama and psychosis present in his own mind. This connect back to Maslow's theory, especially esteem, self-actualisation and love & belonging.

• Esteem connects back to his low moods and psychosis that intensifies, additionally his unstable mental health. Love & belonging connects to his loneliness and him feeling alone throughout the game, His loss of his girlfriend Sophie, who commits suicide, further pulls him into a deeper depression, intensifying his loneliness. This game appeals to teenagers and horror fans.

§3) Ratched:

• This movie explores a Nurse called Mildred Ratched, She symbolises the evil corruption of power and authority that results in oppression and suffering of society. She also represents unchecked domination through her complete control, criticism of WWII with her history as an army nurse.

• She is used as a metaphor for the corrupting influence of institutional power and authority in bureaucracies. She is an embodiment of what the patriarchy feared some would become if they were given the liberation they wanted. Her behaviour stems from her tortured childhood of sexual abuse.

• This show has themes of Assault, Power, Patriarchy and corruption. The colour green, placed throughout the show is used symbolically to signify violence, oppression, lust, envy, greed and evil. This connects to Maslow's hierarchy as it has Safety, Esteem, Self-actualisation and Love & Belonging.

• The red string in the beginning of the show represents the fates who choose an individual's destiny (Invisible thread theory.) This show appeals to teenagers and young adults.