The Ideological Ambiguity Within The Media

Everyone in society pays personal attention to their lives. However, depending on whether their problems seriously damage society, some people are occasionally degraded by other people. Often in doing so, these people are manipulated into a dominant ideology that represents a debate about what things in our civilization are optimistic or pessimistic. This set of central principles, ideology, provides ethical rules that can create specific ways and evaluate human transactions through it.

In society, various ideologies function at all times in the media culture. Stewart Hall thinks that ideology exists in every aspect of life, not separated and isolated. Ideology is understood by individual, but it is created together. Important media literacy examines the ideology of managing social institutions, governments, and lives. The advantage of an important media literacy approach is that viewer participation and analysis on the main media readings and codes helps to better understand the world's "social reality". The reader understands the history and features of the image, rather than using the median value of the face value, and can express the meaning in various ways.

We have already seen that mass media can be analyzed by ideology, but media products are not unified in ideology. They are inconsistent and easy to change. That is, there is no single ideology in the text of the mass media. Still, most mass media can be seen as a part of the dominant version of the American story - an ideology that fundamentally supports the current social order of capitalism / democratic society - it is false, reproduced, and Controversial. At the same time, traditional norms and mainstream values ​​are often revised, even in a slightly modified format, by the mass media texts for a large audience, news, pop movies, IPTV. Therefore, supremacy is built and reestablished probably as a challenge through our mass media products. But is there any possibility that the text of mass media that is widely distributed has opposition or anti hegemony?

Many scholars are interested in concentrating the ideological analysis of media products into specific media or specific media texts in a particular historical period. The reason is that, first of all, the term mass media has multiple complexities and it is difficult to fully summarize the overall meaning of rich media products. Therefore, focusing on specific historical media sentences is more useful in understanding the true meaning and reality of media text in certain historical contexts (Croteau and Hoynes 2003, p. 173).