Ideology...

Ideology are the hidden ideas behind a media text, the secret messages of the producers. Being able to identify the different ideological discourses that may be present in an even apparently simple photograph is important. Media texts always reflect certain values or ideologies though sometimes we may not be aware of this. The media is a successful carrier of ideology because it reaches such a huge audience. The study of the media allows us to consider and question dominant ideologies and look for the implications of different ideology and value systems.When studying a media text you may look for the dominant ideology present and question whose world view is represented and which group and their associated world views have not been represented. Some studies of the media concentrate on viewing texts from particular ideological perspectives, for example a feminist perspective.