Media & Ideology Lecture Notes

Understanding Ideologies

• Definition:

  • Ideologies are sets of beliefs helping us interpret the world; they shape our perceptions of what is "good," "bad," "normal," or "weird."
  • Analogy: Ideologies act like invisible glasses through which we view everything in life (relationships, success, etc.).

• Impact on Perception:

  • They function as mental shortcuts, e.g., believing "rich = successful" can lead to an unfair judgment of non-rich individuals as failures.
  • An example is seeing large houses as synonymous with happiness because of media portrayal.

• Media’s Role:

  • Media, including movies and advertisements, often reinforce certain ideologies by repeating messages until they feel like common sense.
  • Advertisements showcasing luxurious lifestyles promote the idea that happiness results from material possessions.

Hegemony in Media

• Definition:

  • Hegemony refers to how powerful groups influence societal norms without imposing them by force, using media to make specific viewpoints appear as common sense.

• Examples of Hegemony:

  • Portraying wealthy individuals as "job creators" and the poor as "lazy" can normalize and justify economic inequality.

• Economic News Coverage:

  • Typically focuses on big businesses and investors rather than everyday people, often framing layoffs positively for stock prices rather than negatively for workers.

Representation in Media

• Family Portrayals:

  • A significant number of U.S. sitcoms feature predominantly white, middle-class families, neglecting diverse representations (e.g., shows like Good Times).

• Consumer Culture:

  • Defined as a society where buying goods equates happiness.
  • Concerns exist about it obscuring inequality and promoting unsustainable spending habits.

Racial and Ethnic Representation

• Historical Portrayal:

  • Minorities were often stereotyped or ignored, leading to a false representation of reality (e.g., the Black Mammy stereotype).
  • The film Black Panther reclaims these narratives by positively showcasing African culture and leadership.

• Portrayal of Homosexuality:

  • Historically depicted disproportionately negatively in media, leading to backlash against representation (e.g., a gay character shown as a villain in 1974).
  • Positive changes marked by Ellen DeGeneres coming out on TV.

Recent Media Examples

• Black Panther:

  • Celebrated as significant for highlighting Black achievement and cultural pride.

• Everything Everywhere All at Once:

  • Important for its genuine portrayal of Asian Americans, moving away from stereotypes and showcasing emotional depth and family struggles.

Encoding and Decoding

• Concepts:
  • Encoding: The message intended by the media creator.
  • Decoding: How the audience interprets that message; interpretations can vary significantly based on individual backgrounds.
  • Example: A depicted villain in shadow may be viewed differently by various viewers.

Uses and Gratifications Approach

• Focus:

  • This approach investigates why and how individuals engage with media to fulfill personal needs (e.g., for entertainment or information).

• Major Uses of Social Media:

  • Entertainment, Information, Self-expression, and Status.
  • The trend shows a small percentage of users produce content, while the majority are spectators.

Cultural Gatekeeping and the Internet

• Impact:
  • The internet allows more content sharing, yet a small group of influencers continues to shape cultural trends, with most users remaining passive consumers instead of active creators.