industries

• What was Tides target audience

  -women

  -aspires

  -married

  -have a nuclear family

  -age 20+. -middle class

  -predominately white

  -heterosexual

  -A to C1
• What were adverts like in 1955

  -patriarchal ideology

  -women shown in housewife roles

  -nuclear families shown and encouraged

  -overally saturated colours

  -hand drawn
• What is meant by the term hegemony

  A form of domination where a group or an individual maintains power over others as they are at the top of society
• what is the economic context surrounding tide

  -people had more money as industrialisation was growing

  -people were able to borrow money from banks and have credit cards

  -people now had a disposable income
• what is the cultural context surrounding tide

  • women served important roles in the war but after it ended they were pushed out of industry roles back into domestic roles
  • the nuclear family was the dominant ideology post war as they needed to replenish the young population
  • The media cultivated audiences to accept patriarchy ideology and to be thankful to be a stay at home wife
• what is Gerbener‘s Cultivation theory

  repeated patterns of representations over a long period of time can shape and influence the way people perceive the world.
• summarise Antonio Gramsci’s cultural hegemony theory

  the concept that society can be ruled by one of its social classes, the ruling class.
• what is meant by the term Zeitgeist

  the general, intellectual, moral and cultural climate of an era