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Ideology &
Representation
The relation between two terms
Nader Taghizadeh
COMM-522
Importance of media Definition of terms :
ideology & representation Elaborating the interrelation of these two terms Hegemony Vs. Pluralism
Conclusion
Cont
ent
1. Informing 2. Correlation (explains and helps
us to understand the meaning of the information)
3. Continuity: expressing the dominant culture, recognizing new social development and forging common values.
4. Entertaining 5. Mobilization (in war time,
campaigns) - This is Functionalist theory (Denis
McQuail-2000)
Why
med
ia is
im
porta
nt?
However …
Conflict theory says something
different
Ideology and bias in media: the study of media is closely related to the impact of ideology in society.
Ideology
Ideology refers to the influence of ideas on people’s beliefs and actions. (Anthony Giddens)
Mediation
Mediation(News/
documentary Vs. Fiction)
Selection
Focusing
Mediation ends up with
audience
OrganizingIn visual media Mise-en-scne
OXFORD definition: To represent something is to describe or depict it, to call it up in the mind by description or portrayal.....; to place a likeness of it before us in our mind.
Repr
esen
tatio
n
Repr
esen
tatio
n But to simplify it:
Representations are a result of a selection from different possibilities. So both those representing and the representations are Ideological.
Stereotypes: values, attitudes, behavior, background of certain group.
Content analysis & ideological approach
Power relations in society: this can lead to stereotyping.
The matter of belonging to a social groupRe
pres
enta
tion
Inte
rrela
tions
media owners can
manipulate content and “reproduce the relations of dominant class”(refers to Marx’s view on ideology).
How media can manipulate representation of social relations?
-mise-en-scene -Editing -Framing (camera angels in film and TV, sounds in radio and music, texts in newspapers and magazines). -The notion of “otherness” or “others” is an issue that media touches sometimes. -Film industry, TV, Radio, newspapers, Magazines-Conflicts/tensions
Content analysis: in order understand how media can shape, create or change the public opinion we need to analyze the content of the media.
Compare the TV images and real life.
How to analyze media?
Hegemony Vs.
Pluralism
Heg
emon
y The hegemonic model says that
the ruling classes maintain their power through control of ideas and culture rather than force.
In hegemony, the ruling classes govern by consensus: they control the way the media represents the world so as to influence the way people think about the world, and the ruling classes. This can become a running battle between rivals.
E.g. Cyprus society
Plur
alism
Pluralism says that the media is diverse, with a wide range of available choices for consumers rather than the media influencing consensus, consensus values influence media representations.
If particular representations are dominant, because they are popular among the audience, not because powerful media institutions are ‘pushing’ a particular ideology.
Plur
alism
Media tries to please audiences, to provide representations that meet audience expectations
& This is where
stereotypes come in…Plur
alism
However the
question is about
new version of
media…
Citiz
en M
edia
Do CITIZEN MEDIA represent the Fact &
it is not mediated?
THANK YOU FOR YOUR
ATTENTION
References: Class notes- Dr. Nayia Rossou- Joseph.R.Dominik –Mass communications -2009-Steve Baker-Representation -2007