Ideology To understand what ideologies are within

media products

Ideology & Messages These 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’.

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

Dominant ideologies

Family values- family units and marriage is ideal

sex outside marriage is bad

Work ethic

Hard work is not just a way of becoming successful but is a good thing in itself

Work shy layabouts are looked down on

Materialism/ consumerism

Buying things and having lots of money are ways to achieve happiness

Everything has a message to give

The ideologies about society are that it is falling apart

Asylum seekers are ruining our society

Teachers are useless

Youth are violent and disrespectful

Sleeping beauty

http://www.youtube.com/watch?v=C-6fYCMqSN4

Watch the clip from sleeping beauty and consider the messages within the clip

This clip suggests:

Women as daydreamers Thinking about love all the time Waiting for a prince to rescue them Shy A man will make them happy

http://www.tubechop.com/watch/96518

http://www.tubechop.com/watch/96519

Consider the ideas and messages (ideologies) that these two clips portray about males and females

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

Sex and the city shows how ideologies can change over time, here women are seen as successful and independent

Friendships are very important

However ….

They do still reinforce the dominant ideology of marriage

Happy feet In Happy feet humans

are destroying the world and the elders stand for old fashioned ideas

The 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 animals

It also makes us consider animals in captivity

http://www.youtube.com/watch?v=jC-pTgb_srk

What is the significance of Darth Vader's death. What are the ideologies raised through this?

Good is…..well good Good wins out over evil The ideology is that being

evil does not pay Being good is rewarded

Ideologies about love

Love conquers all

Consider the ideologies reinforced by these types of shows

Talent leads to wealth and celebrity status

Talent= success and attractiveness

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

Wealth and materialism

Body image

For your homework find at least three media to analyse for ideologies

These could be films, newspapers, magazines

Explain the media and discuss the ideology (the messages they are trying to reinforce)

Add this as a post to your blog.