Commercial media as a hegemonic ideology

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Commercial media as a hegemonic ideology

Although these sections relate directly or indirectly to our readings, we should nevertheless examine the key points outlined by Storey. The first is that ideology is "a system within its own logic and rigour of representations images, myths, ideas, or concepts However, "a text is structured as much by what is absent by what is present" p.

For example, when we look at the collection of "women laughing along with salad" we become more aware of what is not included within the picture, such as a woman who is crying over her salad, a woman grumpy because her friend sitting next to her is eating a steak, or even a man laughing alone with his salad.

Ideological Discourse

If ideology does operate through interpellation, then there would be little room for interpellation not to occur. Storey turns to Gramsci to understand the hegemony section of the chapter. Through hegemony, "a dominant class in alliance with other classes or class factions does not merely rule a society but leads it through the exercise of intellectual or moral leadership" p.

We should lastly note that Storey argues that organic intellectuals "shape and organize the reform of moral and intellectual life" -- while others believe this is the role of "practical intellectuals" p.

Additionally, Storey applies the idea of hegemony to popular culture. He argues that through popular culture the "ideological state apparatuses" more on this later are maintained p.

While youth culture serves as an exemplar of how this hegemonic process of culture can be challenged, examples such as the merchants of cool and hipsters draw attention to the complications involved in challenging hegemony in culture. Lastly, Storey discusses Post-Marxism and cultural studies.

CIENCIA & RAZA - SCIENTIFIC RACE: Ideology in the media : reproducing hegemonic relationship

Using Laclau and Mouffe, he identifies the difference between moving beyond Marxism as a whole post-Marxism and transforming Marxism post-Marxism.

Storey explains that post-Marxist cultural studies recognize two things. SAs, in the vein of Marx, are more tangible structures; e. Marx understands such apparatuses to be repressive; that is, they are characterized by their public and visible reliance on violence to maintain and exert power.

Conversely, ISAs are less tangible and, unsurprisingly, more ideological, private, and seemingly invisible; in short, they are institutions like religion, education, the family, law, politics, unions, communication, and culture p.

Althusser advances two theses about ideology.

Commercial media as a hegemonic ideology

First, he claims that ideology is a "representation of imaginary relationships" p. By this, he first argues and then debunks the claim that ideology merely represents an imagined relationship between individuals and their real conditions of existence p.

Instead, he finds that ideology has a "material existence" p. That is to say, individuals act based on material relations. Formulaically, material action is carried out via material ideological apparatuses, ultimately yielding material rituals which reoccur.

A good exampe of this connection between ideology and action would be hair-straightening. Ideologies that suggest that women should either defy or correct nature by straightening their hair might lend themselves to women investing in and using hair-straighteners; ultimately, these women might then ritualistically straighten their hair every day.

Adele Morrison wrote a fantastic article chronicling practices of female African-American law professors who straighten their hair to fit into the ideological practices in their workplaces. Finally, Althusser writes that ideology "interpellates" individuals as subjects.

In short, his key proposition is that all ideology "hails" or "interpellates," in the process acting to "recruit" subjects from individuals. Instead, he argues that through a "historical process," an "intellectual strata" has been produced.

Depending on what is needed for a particular location, specific types of specialization are created. Essentially, the negotiations of these relationships are everywhere. The other superstructure is maintained through "direct domination," or rather "the State" p.

However, Gramsci argues that an "intellectual moral bloc" can guide the "intellectual progress of the mass" Because we have "two theoretical consciousnesses" -- one which uses the intellectual training to question the hegemony, and one which adheres to the hegemony -- hegemony can be overcome through the help of the "intellectual moral bloc" p.

Gramsci asserts, "Consciousness of being part of a particular hegemonic force that is to say political consciousness is the first stage toward a further progressive self-consciousness in which theory and practice will finally become one" p.

In other words, one becomes aware of supererstructure when an intellectual theory is being used to critically examine practice s. Through films such as "Metropolis" we can imagine how the "historical process" of the traditional intellectual could transcend to an extreme separation division between those who have the "brain" and those who have the "muscle.

These self-reflexive critical migrant workers basically embodied the type of "intellectual moral bloc" that Gramsci described.Feb 04,  · Within the remaining section of chapter four, Storey examines Althusserianism, Hegemony, Post-Marxism and cultural studies.

Although these sections relate directly or indirectly to our readings, we should nevertheless examine the key points outlined by Storey. Hegemony And Role Of Media In Agenda Setting Media Essay. Print Reference this. Published: 23rd March, The hegemonic ideology is reproduced in the media through journalistic practices that are a result of how the journalists are trained.

Although when they make news decisions, ideology rarely figures consciously for journalists but. Commercial media as a hegemonic ideology: While discussing about hegemony in respect to media, we also need to talk about the commercial media.

According to Gitlin () commercial media have slowly through ‘format and formula’ influenced people to think and behave in a . The Commercial media as a hegemonic ideology is one of the most popular assignments among students' documents.

If you are stuck with writing or missing ideas, scroll down and find inspiration in the best samples. What is the difference between Hegemony and Ideology?

Hegemony speaks of a relationship of power that exists between groups. hegemony was a system in which the hegemonic class used its political power to control the subaltern classes. politics, media, etc. Image Courtesy: 1.

Gramsci By Unknown [Public Domain] via Commons. . Jan 20,  · Talking Communication. Issues related to Mass media and Communication!! So, basically hegemony is enclosed in the news or programs, which helps maintain the dominant ideology.

Commercial media as a hegemonic ideology: While discussing about hegemony in respect to media, we also need to talk about the commercial media.

NMEDIAC : Althusser, Ideology, and Theoretical Foundations: Theory and Communication