Studying the MediaKey Concepts - Ideology

What is Ideology?Simply put, Ideology is the idea(s) behind the

media text. It is the secret (or sometimes not so secret)

agenda of it’s producers. It is important to identify different ideological

discourses that are present in an apparently simple photograph.

So, ideology is a body of ideas or a set of beliefs that underpins an institution and leads to social relations.

What is Ideology?These sets of beliefs are those held by groups

within societyThe prevalent ones are those held by the

ruling/ dominant groups.This is usually done by those in a position of

wealth.

Dominant ideology or hegemony?

What is dominant ideology?Held by the majority group (Ruling Class)Keeps other ideas (Minority) hiddenUses hegemony

What is hegemony? Occurs when a majority decide to 'fit in' with

the cultural values and ideas of their time and place and the minority keep their objections quiet.

Dominant ideology Christianity is the main historical example.

Think of how many legal systems take Christian moral values as their basis.

What about a modern day equivalent?Football currently has a hegemonic status in the

UK.Glance through the sports pages and see what

coverage other sports get?Everyone is expected to understand and accept

its national importance.

Dominant ideology or hegemony?

Hegemony

Hegemony is not a forced political movement.For example, no one is forced to watch/listen

to/read about football. It just seems like sometimes there are few

alternatives.This is how hegemonies take hold.A majority decide to ‘fit in’ with the cultural

values and ideas of their time and place and the minority keep their objections quiet.

Hegemony is about constant…Us and Them

What part does the media have to play in developing and maintaining hegemony?

Institutions, language, news/information, regulating output, representations, ownership, authorship

What part does the media have to play in opposing/altering the hegemony?

Challenging all of the previous examples by presenting the alternatives in a positive light.

Ideological discourse These are the issues/attitudes debated over in

the media which form part of the everyday ideological discourse in our society.

The views on these subjects form the basis of our social rules and practice.

What subjects do you think are covered by this?

Education Employment Gender Sexuality Racism Crime and Punishment

Feminism Nationalism/ National

Identity Youth/Age Left/Right Wing Politics Environmentalism Public/Personal Reality

Ideological discourse

Preferred ReadingProducers of media text design it with a certain

meaning in mindThey hope that audiences will decode their text

in a certain wayPreferred reading are those which tie in with

hegemonic beliefs…For example…The idea of beauty and the

‘ideal’ female shape propounded in western magazines.

It is accepted as ‘natural’ that models in magazines should be young and drastically underweight.

Since the 1960’s the preferred reading has been that these women are beautiful

However, recently there are signs that the hegemonic belief has adapted to the concerns of many that this body shape is actually unhealthy.

Preferred reading starts to shift. For example. Editors of magazines such as

Marie Claire spoke out about the actors of Ally McBeal for their overly gaunt appearance.

Preferred Reading