GCSE Media - Representation
Introducing key concepts

WJEC

Read the words and discuss what you think they might mean before revealing the definition.


Ideology – Ideology is linked inexplicably with representation. It refers to the system of values and beliefs held by individuals, groups and cultures. Ideology shapes and challenges representations in media texts. It can influence an audience’s perception of the world.

Dominant Ideology - In particular societies there are often systems of values and beliefs which shape everyday life. These constitute a dominant ideology that receives general acceptance in a society and is supported by its elected governors and religious leaders. In most Western societies, for example, the dominant ideology underpins democracy, freedom of speech and worship, free markets, consumerism and the rule of law.

Hegemony - The ideological, political, economic and cultural power that the dominant group has in a given society is referred to as ‘Hegemony’. If a media text supports the dominant ideology is it referred to as a hegemonic text.
A media text that challenges the dominant ideology of a society is considered counter hegemonic.