Media and Ideology COMM 100 Furness

Ideological Analysis in Media Ideology “A system of meaning that helps define and explain the world and that makes value judgments about that world” Ideological analysis Study of media images sent about the nature of the world, how it operates, and how it should be Media images do not simply reflect the world: they “re-present” (construct) the world

Ideology as Normalization Ideology defines what is being “normal” in society Dominant ideologies Taken-for-granted, rarely questioned ideologies, i.e. democracy, capitalism, Christianity, etc. Media has the tendency to display a narrow range of behaviors and lifestyles

Theoretical Roots of Ideological Analysis Marxist origins Ideology as a powerful mechanism of social control whereby members of the ruling class imposed their worldview Gramsci’s view of ideology Power can be wielded at the level of culture or ideology Hegemony: control of consensus; promotion of dominant, taken-for-granted ideologies Mass media are one of the principal sites where the cultural leadership, the work of hegemony, is exercised

News Media and the Limit of Debate Main point: News media can be ideological “The news supports the social order of public, business, and professional, upper-middle-class, middle-aged, and white male sectors of society. . . . In short, when all other things are equal, the news pays most attention to and upholds the actions of elite individuals and elite institutions” (Gans, 1979) How does ideology manifest in news? Limited viewpoints A small group of analysts are regular commentators and news sources Most news favors the insiders’ (government, establishment) view

Economic News as Ideological Construct Ideologies present in mainstream economic news Focus on the activities and interests of investors and businesses “pro-business” as being normal “pro-labor” as being deviant Economic crisis coverage Top-down perspective (government and businesses)

Movies, Military, & Masculinity Ex. Action-Adventure films Ideology of polarity (us vs. them) Ideology of the rugged individual Ideology of the American Dream Ideology of manhood

‘Masculinity’

‘Femininity’

Advertising and Consumer Culture Today’s advertising Celebrates and takes for granted the consumer-capitalist organization of society Normalizes middle-class or upper-middle-class lifestyle Promotes a worldview that stresses the individual and the realm of private life, ignoring collective values

Ideology and Popular TV Images of family Historically: predominantly white, upper middle class, happy, secure. Changed toward family conflict and struggle in the 1970s. Work family programs. BUT…we also see perspectives that challenge existing norms (typically by working within an accepted framework). For ex. Blackish.

Alternative Media and Ideologies Media images can and sometimes do challenge this mainstream, status quo–oriented ideology by providing a critique of contemporary social organization and norms However: Alternatives often remain on the margins Commercialization makes it difficult to maintain a critical edge due to concerns over profitability, distribution.