2. Hegemony – The use of the media to put forward
a predominant influence from the leadership
over a group of people.
It can be seen through-out history, most recently
during the post-cold war, and literature like
George Orwell’s 1984.
Hegemony could easily become out dated, so it
constantly changes over time to keep control.
The media can use the dominant hegemony to
appeal to its reader and present the norm or
challenge this and present an alternative
opinion.
3. Louis
Althusser was a French philosopher who
main interest was Marxism. He published his
essay “Ideology and Ideological State
Apparatuses” which explored how humans
are self-conscious. He found ideology could
be used as a determining force that could
shape the consciousness.
4. Ideology
is defined as “the body of
doctrine, myth, belief, etc that guides an
individual, social
movement, institution, class or large group”.
It can shape political agendas such as
communism, socialism and capitalism.
In film, it is the message, subtle or obvious
that the producers wanted to put forward to
the audience.
5. Ideologies
are also used to build
representation within the media. Ideologies
help shape characters. Character makers use
ideologies and stereotypes to create
characters such as the damsel in distress
must be beautiful. This helps the audience
connect with the characters. In contrast, if
these ideologies are not followed, the
audience may feel alienated by the character
or sympathetic of the character’s struggle
out the cultural ideologies.
