chapter 5

Ideology is a complicated term that implies different things depending on how the context will be used. To be labeled ideological, can be insulting because it implies that someone is extremely rigid in their beliefs despite what is going on around them.
Because of this, when we speak of someone and imply that they are ideological we need to be very certain and extremely careful of the meaning behind the term. This is also not an easy term to understand.
In basic terms, ideology is the idea behind the text of the media and the agenda that its’ writers want to get across to a certain audience. Therefore, it is always important to always look beyond the printed word or photo to understand the motivation of the producer.
The major theoretical concept that illustrates the contemporary study of media and ideology is “hegemony.” This is based on the findings of Antonio Gramsci, an Italian Marxist who wrote about the connections between culture, power and ideology.
Ideology from a Marxists point of view was a system that helped to justify the actions of the people in power by distorting reality and the truth. Today, ideology is related to specific concepts such as a belief system, values and the worldview. It more importantly refers to the beliefs held around the world and the way the world is defined.
Politicians have perceived and used the media in all its forms broadcasting their ideology regarding religion, healthcare, age, education and employment to name a few. This is why the media is always the subject of many debates. Many politicians feel that the media does misinterpret their point of view which eventually can cause many social problems.
There is a continuing debate between those people who feel that the media promotes the worldview of the powerful or “dominant ideology,” and the people who insist the media writings are more contradictory in their presentation. Basically different ideological views represent different interests with unequal status and power.
Some ideas will have an advantage and be more popular because they are conceived from familiar images. Others will not be as apparent and barely visible. This brings about a struggle within the media texts.
One main reason why media images are thought to be controversial is that they are perceived to promote objectionable ideas. If a critic’s ideas are being supported they obviously wont object. Ideological analysis goes hand and hand with political advocacy as critics use their recognition of distorted messages to make their own point of view clear.
When we look at the ideology of the media, we should not be looking simply for specific views that scream out at us in movies, newspapers or music. We should search for the underlying images that are being provided secretly. Simply put, we need to always read between the lines to uncover the motivation behind the specific form of communication.
As we evaluate ideology in this format, and examine the underlying images of society that are being provided, it becomes clear that this is a system that helps to explain our world and people in it.