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Representation
Lesson 3: Introduction to Ideology
Lisbet Van Zoonen
Media Studies: Key Theory
Media Representations
RECAP - GENDER
Lisbet Van Zoonen
•Gender is constructed through media language and
these constructions reflect cultural and historical
contexts.
•The ‘objectification ‘ of the female body is a key
construct of western culture.
•The visual and narrative codes used to represent the
male body differ, reflecting patriarchal society
Learning Questions
• What is ideology?
• What is an example of a dominant ideology?
• How does the media reinforce dominant
ideologies?
• A set of attitudes, beliefs and values held in common by a group of
people and culturally reproduced within that community to sustain
a particular way of life.
Audience/ You
Need to recognize and be aware of and challenge
the view being presented through a text.
Particular interests/ world views may be challenged
or promoted in a text.
Texts may promote or challenge the roles of gender,
ethnicity or age.
What is ‘ideology’?
What are dominant ideologies?
What do most teenagers do with their time / look like / wear / act like?
What do most old
women do with their
time / wear / look
like / act?
What are dominant ideologies?
Ideology in everyday society
• Every thing you think, and how you think it is based
on a simple structure of ideologies
• These are constructed by the systems in place
around you. This can include your family, your
school, your friends, role models, music, TV etc.
What British
ideologies can
you think of?
Ideology continued
• When most people in a society think alike about certain
matters, or even forget that there are alternatives to the
current state of affairs, we arrive at the concept of
Hegemony
• Every society has an ideology that forms the basis of the
"public opinion" or common sense, a basis that usually
remains invisible to most people within the society. This
dominant ideology appears as "neutral", while all others
that differ from the norm are often seen as radical, no
matter what the actual vision may be.
What male ideologies are
represented in the below images?
Middle class
ideology?
Working class
ideology?
Young British
girl’s ideology?
An Introduction to Ideologies: Main Activity
Rock fan’s
ideology?
What ideologies are these texts portraying?
Are they examples of dominant ideologies?
Do you think these ideologies are influenced by
society or do you think society is influenced by the
the text?

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Lesson 3 - Introduction to Ideology

  • 3. Lisbet Van Zoonen Media Studies: Key Theory Media Representations
  • 5. Lisbet Van Zoonen •Gender is constructed through media language and these constructions reflect cultural and historical contexts. •The ‘objectification ‘ of the female body is a key construct of western culture. •The visual and narrative codes used to represent the male body differ, reflecting patriarchal society
  • 6. Learning Questions • What is ideology? • What is an example of a dominant ideology? • How does the media reinforce dominant ideologies?
  • 7. • A set of attitudes, beliefs and values held in common by a group of people and culturally reproduced within that community to sustain a particular way of life. Audience/ You Need to recognize and be aware of and challenge the view being presented through a text. Particular interests/ world views may be challenged or promoted in a text. Texts may promote or challenge the roles of gender, ethnicity or age. What is ‘ideology’?
  • 8.
  • 9. What are dominant ideologies? What do most teenagers do with their time / look like / wear / act like?
  • 10. What do most old women do with their time / wear / look like / act? What are dominant ideologies?
  • 11. Ideology in everyday society • Every thing you think, and how you think it is based on a simple structure of ideologies • These are constructed by the systems in place around you. This can include your family, your school, your friends, role models, music, TV etc.
  • 13. Ideology continued • When most people in a society think alike about certain matters, or even forget that there are alternatives to the current state of affairs, we arrive at the concept of Hegemony • Every society has an ideology that forms the basis of the "public opinion" or common sense, a basis that usually remains invisible to most people within the society. This dominant ideology appears as "neutral", while all others that differ from the norm are often seen as radical, no matter what the actual vision may be.
  • 14. What male ideologies are represented in the below images?
  • 15. Middle class ideology? Working class ideology? Young British girl’s ideology? An Introduction to Ideologies: Main Activity Rock fan’s ideology? What ideologies are these texts portraying? Are they examples of dominant ideologies? Do you think these ideologies are influenced by society or do you think society is influenced by the the text?