RIVER ISLAND (REPRESENTATION)

Question 1

How could Hall’s reception theory be applied to the RI advert?

Answer 1

Audiences may decode the ad in different ways.
* Preferred reading- audiences accept the positive representation of disabled people as empowered, fashionable.
* Oppositional reading- tokenistic/ marketing strategy (commodifies progressive social movements)

Decode according to experiences.
Commodifies progressive ideologies to maximise profit- Hesmodhalgh)

Question 2

How could Gauntlett’s theory be applied to the RI ad?

Answer 2

• The ad offers a new role model for audiences to construct their identities (or promote identification with disabled audiences)
• This new role model is a highly aspirational, fashionable disabled model.

Gauntlett states that media provides role models for audiences to construct their own identities.

Question 3

How can Hook’s intersectional theory be applied to the RI ad?

Answer 3

• Multiple social identities highlighted (disabled, POC)
• This reinforces intersectional inclusivity by broadening representations beyond a single-issue focus. (effect= authenticity/diversity as brand identity)

Question 4

Halls representation theory?

Answer 4

• In mainstream media, disabled individuals are often portrayed through limiting stereotypes either as victims needing sympathy or heroes overcoming adversity (inspiration porn).
• This advert challenges those stereotypes by encoding confidence, style, and normality.

Question 5

Paul Gilroy Postcolonial Theory & The “Other”:

Answer 5

This advert normalizes disability, positioning Jordan Luce within a high-fashion context,

Question 6

Commodification of Diversity (Adorno & Horkheimer : Culture Industry

The Frankfurt School (Adorno & Horkheimer)

Answer 6

• The brand turns progressive social movements into marketable commodities to maintain capitalist control.
• It appears to champion inclusivity but its ultimate aim is to sell clothes and not activism.