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Media's Role in Dominant Ideology

The document discusses how media can spread dominant ideologies in society. It explains that media reaches a huge audience and can represent some world views while excluding others. It then discusses Marxist views of how economic systems influence other aspects of society, including ideologies. The document also discusses the ideas of hegemony and how media can reinforce dominant ideologies and values, especially those that support capitalist systems. It notes how media spreads dominant ideologies within a society and how stereotyping can be used to support one group over another through ideology.

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Hawn Luc Fernandez
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399 views10 pages

Media's Role in Dominant Ideology

The document discusses how media can spread dominant ideologies in society. It explains that media reaches a huge audience and can represent some world views while excluding others. It then discusses Marxist views of how economic systems influence other aspects of society, including ideologies. The document also discusses the ideas of hegemony and how media can reinforce dominant ideologies and values, especially those that support capitalist systems. It notes how media spreads dominant ideologies within a society and how stereotyping can be used to support one group over another through ideology.

Uploaded by

Hawn Luc Fernandez
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
  • Media and Ideology
  • The Marxists
  • The Idea of Hegemony
  • Media as Purveyor of Dominant Ideology
  • Ideology in Stereotyping
  • Dominant Ideology

CHAPTER 4:LESSON 2

Media and Ideology


 The media is a successful carrier of ideology because it
is researches such a huge audience .
 When studying a media text you may look for dominant
ideology present and question whose world view is
represented and which groups and their associated
world views have not been represented.
The Marxists

In non-Marxist theory, the dominant ideology means the


values, beliefs, and morals shared by the social majority,
which frames how most of the populace think about their
society, and so, to the extent that it does, it may serve the
interests of the ruling class; therefore, the extent to which
a dominant ideology effectively dominates collective
societal thought has declined during the modern era.
The Marxists

It assumes that the form of economic organization,


or mode of production, influences all other social
phenomena including wider social relations, political
institutions, legal systems, cultural systems, aesthetics,
and ideologies. The economic system and these social
relations form a base and superstructure.
The Idea of Hegemony

 Dominance of certain aspects of life and thought by the


penetration of a dominant culture and its values into
social life. In other words, media hegemony serves as a
crucial shaper of culture, values and ideology of society.
 Media hegemony is a perceived process by which
certain values and ways of thought promulgated
through the mass media become dominant in society. It
is seen in particular as reinforcing the capitalist system.
The Idea of Hegemony

 Hegemony is an attempt to present the interests of the


ruling class as the universal interests of society but,
crucially, to be effective it must have a material basis in
the ‘concrete coordination of interests’ between the
ruling class and subordinate groups.
Media as Purveyor of Dominant
Ideology

 Within any society , some Ideologies will be more


widespread or dominant than others.
 The dominant ideologies are those that are most
accepted and visible in mainstream in society.
 It is tend to be taken for granted by members of society
as “the normal way to view people”.
Ideology in Stereotyping

 In ideological terms , stereotyping is a means by which


support is provided by one group differential against another.
 Result of our tendency to overestimate the degree of
association between group membership and psychological
attributes.
 Mistaken idea or belief many people have about a thing or
group that is based upon how they look on the outside, which
may be untrue or only partly true.
 An overly simple picture or opinion of a person, group or
thing.
Ideology in Stereotyping

 Media Ideologies are a set of ideas or beliefs that


people have regarding different kinds of technologies.
 According to Gershon, people's media ideology
influence their understanding of what different forms of
media, including phone, text, instant messaging, email,
mean.
 is that it enables us to respond rapidly to situations
because we may have had a similar experience before.
Dominant Ideology

 has had a prevailing influence on child protection for over half


a century.
 In Marxist theory, a dominant ideology is the cultural
perspective shared by the ruling group of a society, setting the
stage for policy. Media outlets generally affect social attitudes
and behaviors.
 Some examples are Republican, Democrat, Libertarian, and the
Green Party. Classical liberalism is a capitalistic ideology which
stands for a limited government with political freedom, civil
liberties and laissez-faire economic policies.

CHAPTER 4:LESSON 2 Media and Ideology
The media is a successful carrier of ideology because it is researches such a huge audience . When studying a media text y
In non-Marxist theory, the dominant ideology means the values, beliefs, and morals shared by the social majority, which fra
It assumes that the form of economic organization, or mode of production, influences all other social phenomena in
 Dominance of certain aspects of life and thought by the penetration of a dominant culture and its values into social life
Hegemony is an attempt to present the interests of the ruling class as the universal interests of society but, crucially,
 Within any society , some Ideologies will be more widespread or dominant than others. The dominant ideologies are those
In ideological terms , stereotyping is a means by which support is provided by one group differential against another. Res
Media Ideologies are a set of ideas or beliefs that people have regarding different kinds of technologies. According to G
has had a prevailing influence on child protection for over half a century. In Marxist theory, a dominant ideology is the

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