Ideologies and Hegemonic

Ideologies are a set of beliefs and ideas that are presented in a media text. Dominant ideologies are those which are accepted and understood by the majority of people as part of our culture and expectations.

O'Sullivan - underpinning most of the media, various powerful vested interests operate to ensure that particular representations are manifested.

Noam Chomsky - argues that the media serve the interests of the state and corporate power.

Hegemony - is the dominant ideologies that have been accepted in society. For example, murder is wrong. They're thought to be common sense opinions.

Gramsci - defined hegemony that those in power maintain control.

Althusser - argued ideology is forced in it's own right.

Representation

Representations are about:

• Selection; any representation contains only a fraction of what could have been presented
• The relationship; between the people, groups, places or events 
• The process; by which the representation is made]

Representation is subjective and the smaller versions represent the bigger groups called microcosms. The media represent stereotypes through their choice of presenting a view onto their audience, the audience will interpret in it different ways.