Concept # 4
All mass media have value and
ideological messages.
Ideology and Values

What is our “ideology”?

It is our set of assumptions about the
world that shape the way we think and
feel about such issues as: the roles of men
and women; discipline in schools; or the
role of authority figures such as
government leaders and the police.
 This set of assumptions is what we use to
define personal happiness and morals.
Ideology & Values
A particular group of people may share an
ideology. For example, a church group may
share some common beliefs, and a gang of
bikers may share a different set of beliefs.
 Questions:
1. What ideologies might the people who produce
the media have in common?
2. And how do their ideologies shape the media
with which we are in almost constant contact?

Ideology & Values
When we receive a message through the media,
we interpret that message through our own set
of ideologies and values.
 If we agree with the message being presented,
this is called a “preferred” reading. In this case,
“preferred” does not mean better. It is an
expression of agreement with the value
presented.
 If we disagree with the message, we have given
it an “oppositional” reading.

Ideology & Values



For example: a picture of a scuffle between workers on a
strike line and management might be interpreted in two
different ways.
The dominant view might be that the behaviour shown is
typical of strikers, that they probably just want more
money, and that the strike is unwarranted. If we agree
with this reading, then we have given the media’s
version a “preferred” reading.
The “oppositional” view could be that the reason for
strikes are often misunderstood, there might be other
reasons for the strike besides money, and that perhaps
management provoked the scuffle.
Ideology & Values
Most value messages sent to us in the media are
almost invisible, because we’re so used to the
media’s messages, we don’t easily see them.
For example: In advertising…
- What ideology about ownership of these cars is
being presented in the following ads?
- Cadillac 2008
http://youtube.com/watch?v=jkEw1rsBUak
- Cadillac 1958
http://youtube.com/watch?v=aVdAAtoRj4A
Ideology & Values
-
With what kind of lifestyle is beer associated?
In this Brahma Beer ad, what ideologies are being associated with women? With
men?
http://youtube.com/watch?v=QJAyPuw9Rbo&feature=related
-
In this Hahn Beer ad, what stereotypes of men and women does the ad play on? In
what way is the woman in the ad sexualized? Is the man sexualized as well? Was this
ad designed by a man or a woman?
https://www.youtube.com/watch?v=PaQpY-OuOjs
-
Dodge (7 Inches) http://www.youtube.com/watch?v=Cl3F1pKzsqs
Dodge 1970 http://www.youtube.com/watch?v=z5kSNwAidSk&NR=1
-
Does this ad contain stereotypes?
http://www.youtube.com/watch?v=670X2MCWzK0&NR=1
-
Ideology & Values
Who are concerned with clean clothes?
 http://www.youtube.com/watch?v=TZeQU
xSjHwU&feature=related
-
Ideology & Values



What is Coke? What power is associated with it in this
ad?
http://www.youtube.com/watch?v=6mOEU87SBTU&feat
ure=related
Advertising presents obvious ideologies associated with
their products. The I & V’s of film, TV shows, radio and
TV news may not be as obvious, but they are there.
Ideology & Values
Recognizing the values presented by the media is an
important part of being media literate. When viewing or
listening to media, ask yourself the following questions
to help you get a clearer view of values presented:
1. Are the beliefs of a particular group being presented?
For example, did a man or a woman create what you
are seeing? What race was he or she?
2. Who is in a position of power? Who is not?
3. What stereotypes are being used?
4. What views of morality are being presented?
5. What is the medium saying will make you happy?
6. What is the medium’s view of virtue?
Ideology & Values

Activity: Ad Presentations on

Choose one ad from a popular magazine.
Ideologies and Values
Ideology & Values

1. Give the date and name of the magazine from which
you found the ad. This addresses the concept of
audience and commercialism.

2. Now give a detailed, objective description of your ad
(Imagine your audience is blind). You are
“deconstructing” the reality presented.

3. On the surface, what does the ad promise or offer? In
other words, what is the product and what claim, if any,
does the ad maker make about the product?
Ideology & Values
4. Answer these questions:
A. what will the product do to make life easier, better or
more exciting? (look beyond the conventions associated
with the product; otherwise, it will make it more difficult
to analyze this)
B. What method does the ad designer use to make an
emotional appeal? To what emotions is the ad maker
appealing?
C. What assumptions about its audience’s needs and
desires is the ad designer making?
D. What stereotypes are being used in this ad? What group
is being represented? What group or people are absent?

Ideology & Values

5. Do you give the ad a preferred or
oppositional reading? (Remember that this
is a response to the ideologies presented.)

6. Is the ad effective? Why or why not?