THE HISTORY OF PERSUASION

The Concept of Ideology

Karl Marx (1818-1883)

Base and Superstructure

SUPERSTRUCTURE

Would ideas about society change first…

BASE

…and reform happen in the base as a result?

BASE

Or would change begin in the material world…

SUPERSTRUCTURE

…and only later reach the world of ideas?

Images of Revolution

Images of Revolution

Where does ideology come in?

Superstructure

Education, Family, Mass Media, Religion,

Politics, Art

Base

Means of ProductionRelations of Production

Mode of Production

Maintains and legitimises base

Shapes superstucture

Ideology

The term ideology is a name for the ideas and beliefs circulating in the superstructure that legitimise the mode of production in the base.

“It’s a great time to a girl”

Be a good little consumer…

There must be something wrong with you if you don’t enjoy consumption!

Fed up? Try a little retail therapy…

How can I improve my life? Get better stuff.

Where do the goods come from?