George Gerbner, Stuart Hall and Oz.

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Image result for oz magazine"
Image result for george gerbner"
Professor George Gerbner

George Gerbner's Cultivation Theory - Key theory 16

  • Exposure towards a extensive amount a certain set of beliefs that are then perpetuated via the media begins to cultivate a particular mindset upon the general viewership
  • Reinforcement of the most mainstream hegemonic (dominant) values and ideologies.
  • As an example of a recent incident of such, one might look towards the media's representation of Brexit 'leavers' through the various interviews of evidently intoxicated celebrators over anyone sober enough to compose their thoughts properly.

Stuart Hall's Reception Theory - Key Theory 17
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Stuart Hall
  • Hall argues that there are a total of three potential readings in which a viewer will consume a text through, and they go as follows:
  • Preferred Reading -  The dominant hegemonic position, with the intended meaning of the piece fully accepted by the reader.
  • Negotiated Reading - The intended meaning is acknowledged and adapted to fit the reader's context and experience.
  • Oppositional Reading -   The intended message is understood but inherently disagreed with.

How these readings are adopted by readers is said to come from their own social, cultural and historical circumstances to form their opinion. It also relates to how many media texts can be viewed polysemically.

The Oz Magazine Scandal:

  • Oz was an Australian created underground/alternate magazine, devoted to essentially all things that were anti-establishment back in the 60s to early 70s, their Australian publishment running from 1963 to 1969 with a UK spin-off lasting from 1967 to 1973.
  • The central editor of both magazines was a man called Richard Neville, the other two prominently known co-editors being Richard Walsh and Martin Sharp; All three of wish who were prosecuted in various court cases due to their obscene content, pleading guilty to such.

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