IDEOLOG

Y AND
MEANING
S
 3 MAIN USES OF
IDEOLOGY
(WILLIAMS, 1997)
• A system of
beliefs
characterist
ic of a
particular
class or
 3 MAIN USES OF
IDEOLOGY
(WILLIAMS, 1997)
• A system of
illusory
beliefs
 3 MAIN USES OF
IDEOLOGY
(WILLIAMS, 1997)
• The general
process of
the
production of
meanings and
ideas.
SIGNS:IDEOLOGY:
MEANINGS
• Fiske (1979)
analysed a
schools
television
programme
called Food
 SIGNS:IDEOLOGY:
MEANINGS
agricultural science:
traditional farming
market economy: subsistence
economy
city: country
children as mouths to feed:
children as hands to work
progress: statis, cyclical
 We are to
them as
science is
to non-
science.
 IDEOLOGY AND
SIGNIFICATION
USER

IDEOLO
GY SIGN MYTH AND
CONNOTATIONS

SIGNIFICATI
ON
UNDERSTANDING
IDEOLOGY: MARX
IDEOLOGY
• BOURGEOISIE
• SOCIAL
EXPERIENCE IS
PRODUCED BY
“SOCIETY NOT BY
NATURE OF
BIOLOGY”
 UNDERSTANDING
IDEOLOGY: LOUIS
ALTHUSSER
• DEVELOPED A MORE
SOPHISTICATED
THEORY OF
IDEOLOGY THAT
FREED IT FROM
SUCH A CLOSE
CAUSE-AND-EFFECT
RELATIONSHIP.
 UNDERSTANDING
IDEOLOGY: ANTONIO
GRAMSCI
“HEGEMONY”
• IDEOLOGY AS A
STRUGGLE
 IDEOLOGICAL
ANALYSIS
PLATEARE
• WOMEN 16WHAT
THEY LOOK LIKE
AND WHAT THEY
LOOK IS SEEN
THROUGH THE EYES
OF A MAN,
ULTIMATELY, A
HUSBAND.
IDEOLOGICAL
ANALYSIS
• PLATE 16
THE WALTONS
• A YOUNG GIRL
DRESSED IN
TRADITIONAL
POLKA-DOT FABRIC
AND A WHITE
FRILLY APRON.