Industry context, messages and ideologies

Overview

Term ideology, term hegemony and public service remit.

What you need to know

Answer each one before you reveal it.

Questions from this subtopic

Each one with the model answer underneath.

1. 1

   Define the term ideology.

   Model answer

   An ideology is a set of shared beliefs and values about how the world is and how it ought to be.

2. 2

   Whose values does a dominant ideology express, and how does it appear to an audience?

   Model answer

   It expresses the values of the most powerful groups in a society, and it appears to an audience as ordinary common sense rather than as one position among several.

3. 3

   How can the ownership of a newspaper show in the messages it carries?

   Model answer

   An owner appoints the editor and sets the title's outlook, so the paper's choice of stories and the way it frames them tend to support a consistent political position.

4. 4

   Define the term hegemony.

   Model answer

   Hegemony is leadership secured by consent, where a dominant group's values are accepted as natural rather than imposed by force.

5. 5

   Why is a media product never a neutral window on the world?

   Model answer

   Every product results from choices about what to include, exclude and emphasise, and those choices carry values.

6. 6

   How does the need to attract advertisers shape the content of a commercial product?

   Model answer

   Content is kept attractive to the audience advertisers want and unlikely to offend it, so difficult or minority subjects are less likely to be commissioned.

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