Media and Ideology

To understand how the ideology of media institutions effect production of media texts

What is Ideology
A belief system or set of values Media Texts represent the world in order to support a dominant ideology Newspapers often promote the DOMINANT IDEOLOGY of PATRIOTISM through their representation of race and nationality

CAPITALISM = The production of capital and consumption of surplus value as a life goal PATRIOTISM = The love and protection of ones country and its people MARXISM = The production of capital is publicly owned, distributed and exchanged

Dominant Ideologies
Christian fundamentalism is a political ideology in the USA Sharia Law is an ideology in Muslim countries The principle of individual freedom in The Netherlands
A caring and inclusive school A passion for learning Embracing innovation and creativity Working at the heart of the community Students who will shape tomorrows world

Ideology

Hegemony
Dominant Ideology is considered HEGEMONIC Power in society is maintained by constructing ideologies which are usually constructed by the Mass Media ie; TV, Newspapers etc..

Examples of Hegemonic values

The police are always right Its important to be slim A credit card is a desirable status symbol The poor are lazy Men are better drivers than women Its important to wear fashionable clothes Stereotypes can underpin the dominant ideology by presenting characters as types - Can you think of any stereotypical representations within the media ?

 The media are at the center of modern culture wars over how various categories of people should be portrayed. The mainstream media tend to promote dominant ideologies at the expense of other ways of looking at the world. This is not just a media controversy. It is a political/social policy debate across institutions.

How would you analyse this image?

Who is represented and how?

Expensive, aspirational accessories

Exposed Nipple broken taboo

Purple velvet connotes luxury

Perfect body created by Photoshop

Sexually submissive pose

Channel 4
The preamble of the remit as per the Communications Act 2003 states that: "The public service remit for Channel 4 is the provision of a broad range of high quality and diverse programming which, in particular: demonstrates innovation, experiment and creativity in the form and content of programmes; appeals to the tastes and interests of a culturally diverse society; makes a significant contribution to meeting the need for the licensed public service channels to include programmes of an educational nature and other programmes of educative value; and exhibits a distinctive character." The remit also involves an obligation to provide programming for schools, and a substantial amount of programming produced outside of Greater London.[ .

The Sun
Famously, home of the Page Three Stunna. Also known for using topless women to sell propaganda. Solidly conservative-right when it comes to politics.

The Tories
Individuals should own and control businesses Taxes should be low Traditional family values Monarchy and House of Lords