Dominant ideologies

Dominant ideologies
 Systems of meaning that become the organizing level of our value system
and world view
 media as reflecting dominant ideologies
 The global dominance of consumer ideology- shopping and more
shopping, more malls please!
 Creating a consumer rather than a citizen mentality
 Emphasis on products associated with identity construction and social
differentiation
 Ideologies as Society’s “myths”
 Images teach us what is beautiful, desirable, worthy, ‘cool’, how to relate,
life, what is desirable and worthy, etc
 http://www.youtube.com/watch?v=mrqFNEEzhuc (Chaser’s war on everything-Beauty industry-Botox)
 Society of exclusion and privileging those belonging to the
dominant groups
 Media reinforces these values- worldviews
 http://www.youtube.com/watch?v=l_cZIT8Xcn0 (global warming and Diesel ad)

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