Demonstrate how people make assumptions on stereotypes.
Not to stereotype genders based on activities which are shown on the video, because women can act in the same way.
Demonstrate that stereotypes are not fixed and to show people that women and men are more similar experience than we think.
To make a statement and to confront stereotypes and gender roles, to show drug and alcohol abuse in a negative way.
To break stereotypes, women can be violent.
To demonstrate that women are not as innocent as an audience may assume.
To show that stereotypes can sometimes be untrue.
Negotiated
Because of media understanding they have a more open minded views, they understand the dominant message but are more willing to deconstruct and find a deeper meaning.
A clear understanding of dominant message but some unnecessary content.
Dominant message is understood but is disrespectful to women.
A good message has been portrayed by breaking the gender stereotype but it is very inappropriate, the full product is needed to understand the dominant message but people may switch off before the end as too graphic.
The audience may understand the message but do not agree with the way it has been portrayed.
They understand that women can spiral out of control as well as women but the view that is portrayed is very unlikely.
The band/institution is trying to make a point but it doesn't need to be portrayed in such an extreme and graphic way.
The purpose is understandable but the content did not need to be as obscene, can still be understood in a less graphic way.
It is an inaccurate representation of women act in society.
It shows that men and women behave in the same way but do not agree with the way it was shown.
The message of the video is understood but if this video was shown to the wrong audience a negative impact would be had (moral panic, increased crime rate and drug abuse?)
Oppositional
It was disgusting the way women are portrayed.
People with religious ethics would be offended.
This would be rejected by people of upper social class as it deepens the negative view they already have on people that are of a lower social class.
Could be seen in a literal way which results in a negative view of society.
The way women are portrayed could be offensive to lesbians.
Unsuitable for a majority of audiences.
People may not watch it all the way through because of the behaviour our shown therefore they will not understand the full intended message.
It is obscene and rude due to the sex and violence, from a mans point of view if they do not realise it is actually a female protagonist.
It is degrading towards women as it is unlikely a women would act in this way.
The product may be rejected as people do not want to see women in this way as they prefer the dominant stereotype of women and do no like being confronted with an image that challenges this.
It is upsetting and goes against a traditional views and values (ideology).
Bad role models are created.
Might instigate more antisocial behaviour.
The older generation are highly likely to oppose.
Too many adult themes.
People who do not engage in that sort of behaviour will not want to/cannot relate to it.
Summary - dominant
An audience may have a dominant understanding if the message is clear.
An audience of the same age/same culture will relate to the product more as the relate to and understand the narrative in some way.
It is relevant to society.
An audience chooses to consume the product so there must be something they like about the product.
Summary - negotiated
The audience may not have had the same life experience.
May not understand the narrative and so cannot understand the dominant message in the intended way.
Age may vary the understanding and reading of the product.
Do not understand the messages making it unclear what the dominant reading is supposed to be.
Summary - oppositional
The product has controversial themes.
Disagree with the messages in the video.
Dislike the genre.
Cannot relate to the culture - no understanding.
Is not reflective of society.
Different cultures have different understandings.
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