Values RECAP ON VALUES A value is a
- Slides: 11
Values • RECAP ON VALUES • "A value is a quality, something we believe in or something that we aspire to. • An attitude is a feeling or a way of thinking about something. • An ideology refers to a set of beliefs or practices. These beliefs and practices act as a framework helping us to make sense of our everyday life" (Keane & Mc. Mahon, 2006)
communication style creativity freedom ecological empowering tradition VALUES strength ethical compassion power security power respect beauty privacy youth family money friendship
Dominant Values • Producers will try to be aware of societies dominant values, in order to appeal and attract a wide audience. • The way they create, construct and position a media product will try to reflect dominant values.
Preferred Meaning • Producers of mainstream popular media will always attempt to appeal to as many dominant values in our society in order to appeal to as many people as possible.
• When a producer makes a media work they usually will have a preferred meaning/s and interpretation in mind for their audiences. • Happy and Friendly • Family • Australian • Average
• If viewers recognise and question the message of a media work they may choose to make a 'resistant reading' in opposition to the producers 'preferred meaning'. • Superficial and shallow • Low intelligence • Boring and safe • Lower class and cheap
ACTIVITY • Write down a resistant meaning of this image, different from the producers preferred meaning.