Answer:
Step-by-step explanation:
One of the campaigns that I will examine is Dove's Real Beauty campaign, which aimed to challenge traditional standards of beauty and promote body positivity. The two communication and media theories that I will discuss in relation to this campaign are the uses and gratifications theory and the cultivation theory.
Uses and Gratifications Theory
The uses and gratifications theory suggests that people actively choose and use media based on their individual needs, desires, and motivations. This theory assumes that individuals are active consumers of media who have control over what media they consume, how they consume it, and why they consume it. According to this theory, media is not a passive tool that influences people, but rather a means for people to fulfill their own needs and gratifications. The four main categories of gratifications that people seek from media are cognitive, affective, personal integrative, and social integrative.
Dove's Real Beauty campaign aligns with the uses and gratifications theory as it aims to fulfill the needs and desires of individuals who seek positive representations of women's bodies. The campaign seeks to challenge traditional beauty standards and promote body positivity, which aligns with the affective and personal integrative gratifications sought by people. The campaign recognizes that people seek positive emotional experiences and that the media can be used as a tool to create such experiences.
Cultivation Theory
The cultivation theory suggests that people's beliefs, attitudes, and perceptions of the world are shaped by the media they consume. This theory assumes that the media has a cumulative and long-term effect on people's beliefs and attitudes, and that heavy exposure to media over time can lead to the cultivation of particular beliefs and attitudes. The cultivation theory suggests that the media has a powerful influence on people's perceptions of reality, and that the messages conveyed by the media can become part of people's shared understanding of the world.
Dove's Real Beauty campaign aligns with the cultivation theory as it seeks to challenge the traditional beauty standards that have been cultivated by the media over time. The campaign recognizes the power of the media to shape people's beliefs and attitudes, and seeks to change these perceptions by providing an alternative message. By promoting body positivity and challenging traditional beauty standards, the campaign seeks to cultivate a new understanding of beauty that is more inclusive and diverse.
Conclusion
In conclusion, Dove's Real Beauty campaign aligns with both the uses and gratifications theory and the cultivation theory. The campaign seeks to fulfill the needs and desires of individuals who seek positive representations of women's bodies, and recognizes the power of the media to shape people's beliefs and attitudes over time. By challenging traditional beauty standards and promoting body positivity, the campaign seeks to provide an alternative message that cultivates a new understanding of beauty. As such, the campaign demonstrates the power of the media to shape people's perceptions and provides a compelling example of how communication and media theories can be applied in practice.