Mass Media As Agents of Dominant Ideology Essay - 627 Words

Mass Media As Agents of Dominant Ideology The attitudes and beliefs that are followed by the mass in societies are dominant ideologies. These vary in different societies and can be spread through cultural transmission. Mass media is one form of cultural transmission, it is different forms of communication and ways in which communication can be received. â€Å"The real importance of the media lies not in content, but in the way the media alters our social world† (Mcluhon). Without mass media dominant ideologies would not be formed easily. Defleur’s dependency model (1989) shows just how much individuals rely on the media. Theorists have strong views on this and how even though audiences are sometimes†¦show more content†¦Due to the fact that soaps are so popular it is easy for the dominant ideology to be culturally transmitted. Another way that the mass media forms dominant ideologies is through adverts on television. Companies that produce products take advantage of the fact that television is so popular and produce adverts to help sell their products that are shown repetitively. Adverts are shown on television when they know their target audience is watching so that there is more chance of them gaining customers. Depending on the advert different dominant ideologies are formed. For example an advert for washing powder that shows a women doing the washing will set up the ideology that this is how it should and that it is a women’s job. People watching the advert, maybe without realising it will pick up on this fact and repeat it in their own lives. Having said this there are an increasing number of adverts that go against the dominant ideology. But because the dominant ideology has already been set most people realise that the producers of the advert are doing this on purpose. Marxists argue that the ruling class ideas are very apparent in advertising. Adverts help to sell products by promoting lifestyles and ways of behaving. The product that is being advertised is associated with positive attitude, feelings and desires that help the products to sell. Due to the factShow MoreRelatedWhy is important to study the media, rather than simply consume it?1631 Words   |  7 PagesThe media is a dynamic entity inherent in society that is both powerful and important. It demonstrates this by playing a vital role in the development of a person s perspective on political, economic and socio-cultural issues. This consequently helps to shape individuals viewpoints of the world and define their lives through the interpretation of media texts. (Newman, 2004). 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