Ideologies are the underlying ideas, values, and beliefs portrayed in media. Common ideologies include traditional gender roles and expectations, such as women as homemakers relying on men for happiness. However, ideologies are not static and have changed over time as societies' values change. Modern media like Sex and the City portray more independent women, though still reinforce some traditional ideologies like the importance of marriage. Analyzing media exposes the dominant ideologies being reinforced around topics like family, work, consumerism, social issues, gender, and human relationships with the environment and each other.

1. Ideology To understand what ideologies are within media products

2. Ideology & MessagesThese are the message that the media producers are trying to put across. Audiences can also interpret these messages differently, even though there may be an intended message for the audience Ideology is ideas, values and beliefs in a society. These are often taken for granted and seen as ‘commonsense’.

3. Ideologies are ideas that are normal, commonsense and just the way things are. However, ideas, values and beliefs are not static; they evolve and develop over time.For example ideologies of women has changed as women have become more equal

4. Dominant ideologiesFamily values- family units and marriage is idealsex outside marriage is bad

5. Work ethic Hard work is not just a way of becoming successful but is a good thing in itselfWork shy layabouts are looked down on

6. Materialism/ consumerism Buying things and having lots of money are ways to achieve happiness

7. Everything has a message to give The ideologies about society are that it is falling apart Asylum seekers are ruining our societyTeachers are uselessYouth are violent and disrespectful

8. Sleeping beauty http://www.youtube.com/watch?v=C-6fYCMqSN4Watch the clip from sleeping beauty and consider the messages within the clip

9. This clip suggests:Women as daydreamersThinking about love all the timeWaiting for a prince to rescue themShyA man will make them happy

10. http://www.tubechop.com/watch/96518http://www.tubechop.com/watch/96519 Consider the ideas and messages (ideologies) that these two clips portray about males and females

11. The dominant ideologies during the period that these films were made, where what we may now consider stereotypes of women.women stayed at home and relied on a man to rescue them.Cinderella will only be happy through marriage

12. Sex and the city shows how ideologies can change over time, here women are seen as successful and independent Friendships are very important

13. However ….They do still reinforce the dominant ideology of marriage

14. Happy feet In Happy feet humans are destroying the world and the elders stand for old fashioned ideasThe ideologies link into the idea that humans must understand the animal world and not do anything to destroy it The message is that we need to take care of animalsIt also makes us consider animals in captivity

15. http://www.youtube.com/watch?v=jC-pTgb_srkWhat is the significance of Darth Vader's death. What are the ideologies raised through this?

16. Good is…..well good Good wins out over evil The ideology is that being evil does not pay Being good is rewarded

17. Ideologies about love

18. Love conquers all

19. Consider the ideologies reinforced by these types of shows Talent leads to wealth and celebrity status Talent= success and attractiveness

20. Do people believe these ideologies?http://www.dailymail.co.uk/tvshowbiz/article-1318412/X-Factor-2010-Wannabes-Cher-Lloyd-Storm-Lee-settle-newfound-fame.html

21. Wealth and materialism

22. Body image

23. For your homework find at least three media to analyse for ideologiesThese could be films, newspapers, magazinesExplain the media and discuss the ideology (the messages they are trying to reinforce)Add this as a post to your blog.