Ideology (Ch. 9)

Question 1

Ideology

Answer 1

• integrated set of assumptions, values, a coherent world view
• attached to a relations of power: class, race, gender, etc.
• ex. “If you work hard, you’ll make more money”

Question 2

Ideology of self and social control (what governs you?)

Answer 2

• western societies are secular -> capitalist and secular societies require ideologies
• religion is traditional power, but if God doesn’t govern public spheres, what ideological framework does?

Question 3

Hegemony: ideological domination

Answer 3

• social control through knowledge/ideas
• interests of dominant class become public interests (consumption, logos, green products) -> puts locus of control on consumers-> ie. Don’t stop consuming, just consume green products!
• ideology disseminated through persuasion -> we accept ideas as natural or common sense and dismiss alternative views

Question 4

Liberalism

Answer 4

• ideology of capitalism

- freedom to compete in marketplace, equality of individual opportunity, free from gov. regulations

Question 5

Rationalism

Answer 5

• objective knowledge

- science over faith

Question 6

equality of opportunity (not condition) example

Answer 6

we are all free to own a car (opportunity), but not all of us can afford to (condition)

Question 7

socialization

Answer 7

• we are governed by our values/beliefs and act according to societal norms/rules
• ex. pop culture shapes our values and polices our actions (how we dress, how we act, what we desire, who causes crime, etc.)
• media is key agent of socialization: reproduces ideology

Question 8

the media

Answer 8

• newspapers, music, internet, TV, movies, etc.
• private ownership: content based on ability to produce profit
• power elite: social, political, corporate power
• editorial control of content
• audience as a commodity

Question 9

dominant ideology in media

Answer 9

• media messages express views of ruling class
• messages embedded
• representations of subordinate group members (women, ethnic minorities, etc.) -> often under-represented/invisible and mis-represented/negatively/stereotypically presented

Question 10

embedding of ideology in media

Answer 10

• choice of words in the news (“victim”, “gang member”, etc.)
• messages produced for a particular purpose (media always wants to sell you something - either products/services, ideologies, or both)
• ideology encoded into media
• media messages constructed based on economic factors; social, cultural, and political structures, etc.