The boy in the text appears very excited by the prospect of having several Furbies at his disposal. These conventions are repetitive and through this repetition reveal a sense of connotation and eventually denotation. Conventions are adhered to and applied in contextually appropriate texts, for example the toy advertisement and dictated by the target audience. Mass media texts reproduce dominant ideologies through the continual use of contextually defined conventions which results in an ideological placement of the receiver of that particular text. The fact that media is intrinsically linked to social and cultural values has both positive and negative concerns for educators.
Media is mass produced and provides information which can act as a source of social control.
Interpretation of media is highly subjective through varying perspectives one must be able to interpret this information according to conventions within a given genre. When members of a cultural context can analyse media through the understanding of conventions and semiotic codes they can then establish a place within society through awareness of these conventions. Reference List Fairclough. From Chapter 5 in N. Fairclough. Language and Power .