The concept of ideology within the media is an arguably complicated term with numerous definitions depending on the context in which it is used. In everyday language, it can often be used as an insult to charge someone with being ‘ideological’, this label accusing individuals of sticking to their beliefs regardless of hard evidence showing otherwise. When the followers of Karl Marx speak of ideology, they often mean ‘the belief systems that help to justify the actions of those in power by distorting and misrepresenting power’ (Croteau 2010, p. 159). However, in this literature review, the implication of the term ‘Ideology’ will be defined by Associate Professor of Communication at Indiana University, Illana Gershon, as “a set of beliefs about communicative technologies with which users and designers explain perceived media structure and meaning” (2010, p. 3)

Gershon expands upon this definition, explaining that ideologies are a set of beliefs that each person will compose in their own mind, mouldings people’s understandings regarding their use of technology and media. Ideologies, however, can also be shaped through the individual's use of media and interaction with others through them. Linda Kenix, Associate Professor of Social and Political Sciences notes, ‘When individuals' media ideologies differ, it can often lead to times in which tensions arise and can cause confusion, misunderstanding and eventually conflict between the individual users and the media community’ (2011 p. 171).

This conflict actualises itself in unique forms. ‘From one standpoint, media texts can be seen as key sites where basic social norms are articulated’ (Croteau, p. 163). The media pushes images of social interaction and institutions that, by sheer repetition on a daily basis, can play important roles in shaping broad ideology. In essence, the accumulation of media images suggests what is “progressive” and what is “traditional”. This articulation is accomplished, in large part, by popular media, particularly television and mass advertising. These industries have a tendency to display a noticeably narrow range of behaviors and lifestyles. These narrow displays end up marginalising or neglecting people who are so-called different from the traditional, mass-mediated norm.

The construction of ideologies through the various mediums is heavily affected by the notions of intertextuality (the interconnected nature of all texts and their conventions (Brown, 2012, p.33)) and semiotics (the theory of the production and interpretation of actions and objects as signs related to other signs (Eco 1976, p.7)). Semiotics is a very useful way of uncovering and analyzing the types of ideology at work in the media. Creators who hold some sort of ideology will produce every piece of media that is created, and it is almost impossible for them not to impart their views or mindsets into their work. Therefore it is possible, in books, movies, television programs, advertisements, newspapers etc., to discover and breakdown the current ideology that was present at the time of production.
Looking for anything that may be used as a symbol, which the creator purposefully puts there can perform this decoding. However, these can also be misinterpreted as something that holds value as a sign or symbol. Although unintentional, the audience recognizes and may choose to accept or reject these constructs of ideologies. This means that the message encoded by the creator, may not necessarily be the message that was decoded by the audience, adding a further complexity of beliefs or understandings to which ideologies are based on.

The theory of ideology makes clear that belief and understanding of society through the media is an ongoing, adaptive form of communication between what makes humans hold certain beliefs and the reasons behind it. Ideologies within society can change based on what the media portrays. This mainstream set of beliefs and values constructs and develops itself in an upheld structure of what is commonly referred to as the social ideology of “the norm”. Reference List

Brown, Adam 2012, Communication, New Media and Everyday Life: Narrative, Communication Tools and Making Meaning, Oxford University Press, Melbourne

Corteau, David 2002, Media/Society: Industries, Images, and Audiences, SAGE Publications Inc., California

Eco, Umberto 1976, A Theory of Semiotics. Indiana University Press, Indiana

Gershon, Ilana, 2010, The Breakup 2.0: Disconnecting over New Media, Cornell University Press, Ithaca, US

Kenix, Linda 2011 Alternative and Mainstream Media: The Converging Spectrum, A & C Black, USA