Topman:
The preferred reading for this website is about 15 to 25 year olds.
The oppositional reading would be older woman as the do not understand the fashion.
The negotiated reading is a middle aged man, about 30 to 40 as they may have shopped there before but do not like the fashion anymore.

Cultivation theory

The main points of the cultivation theory:
- Sometimes referred to as the cultivation hypothesis or cultivation analysis. 
- Cultivation theorists argue that the television has long term effects which are small, gradual, indirect but cumulative and significant.
- Cultivation theory in its most basic form, suggest that the televison is responsible for shaping, or cultivating viewers conceptions of social reality.
- one of the most popular theories that fits this persepective is cultivating theory.
 
-  Cultivation analysis usually involves the correlation of data from content analysis. EG. Dress sense on Geordie Shore and Only Way Is Essex etc reflects on fashion of the viewers of the show.
- Audience research by cultivation theorist involves asking large scale  public opinion poll organizations to include in their national surveys questions regarding the amount of vioelnce in every day life.
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Stereotypes:
Young:
- Big Brothers Jasmine Waltz and Louisa Zissman taxi article (Daily Star). Shows mad, out going 20 year old girls before a night out. 
- Justin Bieber arrested for driving under the influence of drugs and alcohol.

Female:
Sexualised/objectified female (advertisement)
The woman in this advertisement is heavily sexaulised as what you can see of her is shown completely naked making eye contact with the camera, making it feel as if she is looking at you. Stereotypes are shown as the men is the more dominant model and the woman seems to be lying there, doing what the man wants.