It is a world view, a system of values, attitudes and beliefs which an individual, group or society holds to be true or important. Ideologies are ideas that are normal, common-sense and just the way things are.
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Dominant Ideology
Ideologies that are told to us repeatedly by important social institutions such as the church, the law, government and media are called dominant ideologies. These sets of beliefs are those held by groups within society.
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Consumerism
It is a world view that a person has more worth as she or he has more material by consuming more goods.
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Gender - Male Representation
'Masculinity' is a concept that is made up of more rigid stereotypes than femininity. Media focuses on the following: Strength, Power, Sexuality, Physique and Independence.
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Gender - Female Representation
Women are often represented as being part of a context and working as part of a team. They take the role of the helper, passive. (Propp) Media focuses on: Beauty, Physique/Size, Sexuality, Emotions and Relationships.
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Sexuality
Homosexual and heterosexual characters are portrayed in certain ways. As most media is designed to reach a wide audience, and heterosexuality is seen as 'normal', many stereotypes misrepresent homosexual characters.
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Ethnicity - Tokenism
This is a form of under representation, it can reinforce stereotypes, for example; soap operas have conventionally focused on stereotypes of ethnic culture. Minority groups are represented but at a minimum 'token' level or not at all.
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Ethnicity - Whitewashing
This is when TV shows or films replace an ethnic role with an all-white cast.
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Age - Children
They are not a dominant group in society therefore they tend to be stereotyped in the media. This is usually highlighting the fact that they are innocent, naive and sweet, this is often pitied or humorous in their representation.
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Age - Older People
The representation of older ages in the media today is equally a controversial area as that of young people, ageing is not always seen in a positive way and older people are often constructed in a very stereotypical way.
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Hegemonic Youth
There seems to be unspoken agreement with magazine editors that we prefer to look at images of young, smooth-skinned models in connection with both advertising and editorial copy. This establishes youth as the hegemonic norm.
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Other cards in this set
Card 2
Front
Ideologies that are told to us repeatedly by important social institutions such as the church, the law, government and media are called dominant ideologies. These sets of beliefs are those held by groups within society.
Back
Dominant Ideology
Card 3
Front
It is a world view that a person has more worth as she or he has more material by consuming more goods.
Back
Card 4
Front
'Masculinity' is a concept that is made up of more rigid stereotypes than femininity. Media focuses on the following: Strength, Power, Sexuality, Physique and Independence.
Back
Card 5
Front
Women are often represented as being part of a context and working as part of a team. They take the role of the helper, passive. (Propp) Media focuses on: Beauty, Physique/Size, Sexuality, Emotions and Relationships.
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