Ideology refers to widely held beliefs or public opinions within a society that are rarely challenged. When a majority shares the same ideologies, they become dominant ideologies that define societal norms. Those who do not conform are seen as outsiders. Culture consists of shared values, norms, beliefs, and social statuses. It provides a sense of identity and social control as people feel the need to fit within their culture's norms. Gramsci's theory of hegemony described how those in power use dominant ideologies to maintain control by making their beliefs seem natural. Chomsky argued that media and other powers shape beliefs through distraction and cultural transmission, making people think they have a choice in what they believe.

1. Ideology and Culture

2. IDEOLOGY is...
• an organised collection of common opinions,
‘public opinion’
• set of dominant ideas thought of by the
majority of people in society
• an assumption within a community that isn’t
usually challenged

3. When the public, or large groups share
these ‘ideologies’, its also known as a
DOMINANT IDEOLOGY.
When people accept these ideologies
(conform) they become expected and
are seen as part of the norms of
society.
However, for the minority of people
within a culture who don’t conform
are seen as outsiders and end up
living on the margins of society as a
result.
Their ideologies are usual known as
oppositional and alternative.

4. Culture is mostly made up of
We work together to these 4 areas:
create cultures as a way •Values
of defining who we are
and the way we live •Norms
•Beliefs
•Statuses
Defining Culture
Culture is often ascribed to us
and so it can be therefore
Usually we see our own seen as a form of control.
culture as being normal, an Humans feel the need to fit in
ethnocentrism view- and conform with the norms
believing all other cultures of their particular culture
are inferior

5. GRAMSCI
Gramsci came up with the
theory of ‘hegemony’- the
term that describes how
those in power use dominant
ideologies to maintain
power and control.
This particular form of
control makes people
willing to conform by
making believe that it is
the natural and normal way
of doing things.

6. Chomsky, however, decided CHOMSKY
to base his theory on a
separate idea. This was that
the media and other forms of
power would distract
society's awareness from
relevant and important issues
and use other aids, such as
television, magazines and
radio, to shape their beliefs
into what they want people to
see as the ‘norms’. This is
also known as Cultural
Transmission (making people
believe they have a choice).