IDEOLOGY IN MEDIA

WHAT IS IDEOLOGY? A system of meanings that help define and explain the world, and that makes value judgments about the world Related to concepts such as “worldview,” “belief system,” and “values”

IDEOLOGY AS NORMALIZATION Media texts = articulation of social norms Repeated, daily images Define “normal” and “deviant” Popular media  narrow range of behaviors and lifestyles Marginalizing

IDEOLOGY AND HEGEMONY The media can exert or control (called hegemony)over us Based upon consent Subtle – often based upon assumptions we make about social life and thing we accept as natural When certain social relations and social structures are defined as “natural”  assume permanency / legitimacy (inherence) that makes them seem uncontestable Example: It is natural that some people are rich and some are poor.  Hence, no need to concern ourselves over economic inequality.