ideologydean
TRANSCRIPT
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What is Ideology?
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Ideology – Aims and Objectives
• 1. Identify what is meant by ideology.
• 2. Recognize how media texts incorporate ideological messages.
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What is Ideology
• Ideologies are messages and values that are embedded ( or encoded) into media texts.
• Dominant Ideologies are the ideologies that are the norm in society - the ideas that the majority of society believe
e.g. Christianity, drugs are bad, family values, love conquers all.
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Ideology• All media texts, (Films, posters, adverts etc) include ideological messages.
• All representations contain messages about the group!
• When we consume media text we are influenced by the creators’ ideological views.
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Stuart Hall’s Encoding – Decoding Model (theory)
• This is the idea that consciously or sub-consciously media producers encode ideas/values/beliefs into the media texts (into their representations created – through mediation – codes and signs.)
Media Producers Audiences
ENCODE ideologies DECODE
into media texts the ideologies
In the media text.
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Ideology
• Ideological messages are often found in TV shows aimed at children.
• The messages are intended to teach children about what is “normal” and acceptable behaviour in our society.
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Ideology
• Watch this clip from Chuggington.• What beliefs or values are being expressed?• What lessons are the children learning?
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Ideology•But ideological messages are not just shown on children's TV.•They are present in all media texts!•What social “norms” are being shown here?
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Alternative Ideologies
• These are ones that challenge the dominant (accepted) ideologies in society
• E.g. - Drugs are good! - Women are in power.- Families are rubbish!- Love stinks!
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Team America VS Independence Day
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Ideology and Power
• There is an argument that the people in power use the media to ‘push’ certain messages and values.
• This idea is called HEGEMONY
• They do this through how they build representations and present people, places and ideas in the media.
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Hegemony• Traditionally the media has been controlled by white
middle-class men.
• It has been seen that how they construct media texts has kept them in power and other groups subordinate to them.
• They also do this to serve their interests and money/power.
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Ideology & Hegemony
• Football currently has hegemonic status in the UK.
• Everyone is expected to understand and accept its national importance.
• How would someone feel if they didn’t like football?
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Ideology & Hegemony
• Hegemony is subtle.
• Hegemonies take hold when a majority decide to 'fit in' with the cultural values and ideas and the minority keep their objections quiet.
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Ideologies of Gender
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Ideology and Representation
• Ideology and representation are closely linked
• The more power a group has in society the better they are represented in media texts. (and visa-versa)
• Look at these old advertisements. What beliefs or values are being expressed?
• How might they change how people view women?
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Ideology and Representation
• Thankfully, women are now represented very differently. They now have more “power” in society.
• What has changed in the following adverts?
• How has the ideological message changed?
• Why?
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The other side of the argument• Many other media theorists and critics believe that the
media just mirrors society .
• Reflecting the accepted dominant ideologies about this group/ place/idea
• That if media producers didn’t do this we would reject the media text.
• This idea is called PLURALISM
(that the ideologies come from the plurality/many ideas in society.)
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Ideology - Recap• What is meant by the term ideology?
• What are dominant and what are alternative ideologies?
• Where do we find ideological messages?
• What happens if messages or values are repeated and reinforced?
• What does hegemony mean? What about pluralism?
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Ideology - Recap
• How are the “ruling elites” represented in the media?
• How can the media change peoples beliefs and oppose the dominant ideologies?