2018 FIFA World Cup Instagram media platform
Instagram campaign
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Anchorage
Anchorage is when things are constructed to give things a certain look or feel, usually two media types together e.g image and text
Audience decoding
Stuart Hall' model of mass communication suggested that there are a number of ways an audience will read (or decode) a message/meaning found in text. Preferred (Accepts the message) Negotiated (Accept with some bits and disagree with other) Oppositional (Rejecting the message and does not agree) Abhorrent (Missed the point and interpreted wrong. in addition to Hall's original theory) This media could be considered as preferred as some men see this as where they want to be and aspire to look this good. It could be considered as negotiated as some men want to look like this but might no necessarily agree with headlines like " New drugs for extra endurance" It could be oppositional as some men don't want to look like this and don't agree with striving for perfection or "how to make a million on social media" as it can be considered a fantasy.
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