Audiences are not passive, and media products allow the audience to construct their own identities.
Subcultures - exist around genres of music/TV/videogame.
'Pick and mix' theory - people can pick and mix ideologies that suit them, and ignore the elements of the product which they do not agree with.
Women will choose from the different advertisements, what they want, and will take in the images of the attractive housewife, maybe aspiring to become this person by purchasing these products.
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