1. All mass media have value and ideological messages.
Concept # 4
All mass media have value and ideological messages.

2. Ideology and Values What is our “ideology”?
It is our set of assumptions about the world that shape the way we think and feel about such issues as: the roles of men and women; discipline in schools; or the role of authority figures such as government leaders and the police.
This set of assumptions is what we use to define personal happiness and morals.

3. Ideology & Values
A particular group of people may share an ideology. For example, a church group may share some common beliefs, and a gang of bikers may share a different set of beliefs.
Questions:
1. What ideologies might the people who produce the media have in common?
2. And how do their ideologies shape the media with which we are in almost constant contact?

4. Ideology & Values
When we receive a message through the media, we interpret that message through our own set of ideologies and values.
If we agree with the message being presented, this is called a “preferred” reading. In this case, “preferred” does not mean better. It is an expression of agreement with the value presented.
If we disagree with the message, we have given it an “oppositional” reading.

5. Ideology & Values
For example: a picture of a scuffle between workers on a strike line and management might be interpreted in two different ways.
The dominant view might be that the behaviour shown is typical of strikers, that they probably just want more money, and that the strike is unwarranted. If we agree with this reading, then we have given the media’s version a “preferred” reading.
The “oppositional” view could be that the reason for strikes are often misunderstood, there might be other reasons for the strike besides money, and that perhaps management provoked the scuffle.

6. Ideology & Values
Most value messages sent to us in the media are almost invisible, because we’re so used to the media’s messages, we don’t easily see them.
For example: In advertising…
What ideology about ownership of these cars is being presented in the following ads?
Cadillac
Cadillac

7. Ideology & Values With what kind of lifestyle is beer associated?
In this Brahma Beer ad, what ideologies are being associated with women? With men?
In this Hahn Beer ad, what stereotypes of men and women does the ad play on? In what way is the woman in the ad sexualized? Is the man sexualized as well? Was this ad designed by a man or a woman?
Dodge (7 Inches)
Dodge
Does this ad contain stereotypes?

8. Ideology & Values Who are concerned with clean clothes?

9. Ideology & Values
What is Coke? What power is associated with it in this ad?
Advertising presents obvious ideologies associated with their products. The I & V’s of film, TV shows, radio and TV news may not be as obvious, but they are there.

10. Ideology & Values
Recognizing the values presented by the media is an important part of being media literate. When viewing or listening to media, ask yourself the following questions to help you get a clearer view of values presented:
Are the beliefs of a particular group being presented? For example, did a man or a woman create what you are seeing? What race was he or she?
Who is in a position of power? Who is not?
What stereotypes are being used?
What views of morality are being presented?
What is the medium saying will make you happy?
What is the medium’s view of virtue?

11. Ideology & Values Activity: Ad Presentations on Ideologies and Values
Choose one ad from a popular magazine.

12. Ideology & Values
1. Give the date and name of the magazine from which you found the ad. This addresses the concept of audience and commercialism.
2. Now give a detailed, objective description of your ad (Imagine your audience is blind). You are “deconstructing” the reality presented.
3. On the surface, what does the ad promise or offer? In other words, what is the product and what claim, if any, does the ad maker make about the product?

13. Ideology & Values 4. Answer these questions:
A. what will the product do to make life easier, better or more exciting? (look beyond the conventions associated with the product; otherwise, it will make it more difficult to analyze this)
B. What method does the ad designer use to make an emotional appeal? To what emotions is the ad maker appealing?
C. What assumptions about its audience’s needs and desires is the ad designer making?
D. What stereotypes are being used in this ad? What group is being represented? What group or people are absent?

14. Ideology & Values
5. Do you give the ad a preferred or oppositional reading? (Remember that this is a response to the ideologies presented.)
6. Is the ad effective? Why or why not?