Media Ideologies
What is an Ideology?
“…system of meaning that helps define and explain the world
and that makes value judgments about the world.” (p. 152)
A guaranteed accurate reflection of reality?
May included common sense or taken-for-granted views
Example: Gender Roles – What do we (society) believe? How
has media helped impacted and/or reinforced those ideas?
Dominant Ideologies
Why are we concerned?
Arguments from production side
Ideological Analysis
‘What do these ideologies communicate about ourselves and
our society?’ (p. 153)
Theoretical Roots  Marxists
Ideology = Powerful tool of social control; used by ruling class
“False Consciousness” if subordinate class accepted ideologies
Push for “Revolutionary Consciousness”
Shared concepts with past and present:
Role of ideologies in system of power?
Issues of domination; how groups fight for their interests to be
included
Ideological struggles; do people accept, negotiate, oppose
ideologies?
Ideological Analysis
Things to consider:
Time period
Recurring patterns (in media; not a specific example of
content)
What is included?
What isn’t included?
Hegemony (exploring issues of domination and common
sense assumptions)
Media defining reality (Hall); fictional and nonfictional?
Active audiences
Consider multiple readings
Dr. G’s Example: Black Female Sexuality in Reality Television
Docusoaps
Disney and Ideologies
Appearance (beauty, colorism, other features)
Good vs. Evil
Sexuality; search for a good man
Hero
Damsel in Distress
Maleficient
A “mother’s” love
Power of a man vs. Power of a woman
Appearance
A Woman Scorned
Greed (and consequences)
Common Ideologies
(and Critiques?)
The American Family
Definition of family
Current portrayals; difference from past?
Consider target audience, new generation, etc.
The Real Housewives Franchise
RHOC, RHOA, RHOBH
The All-American Hero
Patriotism
Beauty Standards
Ugly Betty
Drop Dead Diva
Advertising
Consumer Culture and Meaning Behind the Products
Other Considerations
Socialization process
Social Construction of Reality (Berger and Luckmann)
Role of sensationalism
Stereotypes
Media literacy