How does media language reinforce and cultivate dominant ideological perspectives? Make reference to the set editions of Woman and Adbusters
Dominant ideology refers to the generally accepted norms and ideas in our society. An ideology is a belief held by the producer. Media products typically encode ideologies through media language. In this essay I shall argue that woman magazine presents a sexist, stereotypical and straightforward ideology to it's target audience, while Adbusters uses media language to attempt to incite revolution.
Woman presents a manipulative mode of address to reinforce it's dominant ideology. One excellent example of this is the Are You An A-level Beauty makeup tutorial. The lexis used throughout the article is both forced and domineering, for example "brightens a dull complexation", which infers that the target audience are both dull and unattractive and must follow a tutorial to be hegemonically attractive. The repetition of the lexis 'A-level ' conveys and reinforces an ideology that the target audience are less educated, and will benefit from Woman magazine's education. This is anchored through the layout, which is simple, straightforward, but also packed with detailed information. This busy and full on mode of address makes a clear assumption that women require step by step guidance on how to look hegemonically attractive.
- Condescending mode of address constructed through the lexis of 'A-level'
- Uses the term 'girls' to refer towards a middle aged audience
- Direct address of MES of eyes staring at the target audience: intimidating and manipulative
However, Adbusters presents a complex set of ideologies, which present a confusing and offensive mode of address. The Louboutin double page spread presents a highly polysemic mode of address that is simultaneously offensive and challenging. A clear binary opposition is constructed between high end fashion and absolute poverty. A black and white mid shot of screaming refugees behind the grim MES of barbed wire is set against a conventionally attractive set of catwalk model's legs. This is further reinforced through the rich, royal pink of the garment in opposition to the bleak black and white of the refugee camp. This binary opposition constructs a complex set of ideologies. The target audience are addressed as the greedy, selfish problem that is completely ripping apart our society. This aggressive and offensive mode of address constructs a highly anticapitalist and revolutionary ideology. Adbusters expects it's target audience to violently challenge the capitalist system in which we live in. In a recent tweet, the producers argue the audience should go out and deflate tyres as well as other forms of vandalism.