week 5

Question 1

ideology

Answer 1

system of beliefs, norms, traditions, meaning that define and explain the world

Question 2

denotation

connotation

Answer 2

identification of something by pointing it out

overtones; additional meanings and implications associated with a word or an object

Question 3

theoretical roots of ideological analysis

Answer 3

1. Early Marxist;
   false consciousness - interests that serve only few, while wrongly assume that it’s in the interest of many
2. neo-Marxist approach -
   Antonio Gramsci - from coercion to consent;
   hegemony - basically superiority; a dominant group wins over a subordinate group; shared beliefs of right and wrong that empower specific groups
3. Stuart Hall
   media exercises hegemony, cultural leadership

Question 4

3 approaches to media and communication

Answer 4

1. social scientific
2. interpretative approach
3. critical approach

Question 5

content appraoches

Answer 5

1. reflection of producers
2. reflection of audience preferences
3. reflection of society
4. content as an influence on audience
5. content as self-enclosed texts

Question 6

culture wars

Answer 6

fundamental issues of morality

Question 7

politics of signification

Answer 7

media produces images of the world that give events particular meaning

Question 8

new momism

Answer 8

set of ideas, norms, practices that seem to celebrate the motherhood, but in reality promote unachievable standards

Question 9

secondary discourses

Answer 9

ideas about social relationships that are embedded within the ads, conveys a message about the social life