Representation and Ideology

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Presentation transcript:

Representation and Ideology Definitions Cultural Assumptions in Marketing - Advertising

Representation The media re-presents (i.e. changes or re-interprets) the world we live in. In other words, the media constructs meanings about what is going on around us. For example, the media may stereotype people (applying one characteristic to a whole group).

Ideology A set of ideas, values and beliefs that a group, society or individual hold. Dominant ideologies: Values and beliefs held by the majority within a society (shared ideas). Ideology can seem ‘natural’ or ‘common sense’ (unconscious).

The Media’s Role The media can reinforce ideologies or it can challenge them. Media representation of people, places and things can change over time.