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