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Are the mass media agents of dominant ideology? The attitudes and beliefs that are followed by the mass in societies are dominant ideologies. These

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  • Essay length: 819 words
  • Submitted: 31/03/2006
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GCSE Audience and Production Analysis

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Communication Essay

Are the mass media agents of dominant ideology?

The attitudes and beliefs that are followed by the mass in societies are dominant ideologies. These vary in different societies and can be spread through cultural transmission. Mass media is one form of cultural transmission, it is different forms of communication and ways in which communication can be received. "The real importance of the media lies not in content, but in the way the media alters our social world" (Mcluhon). Without mass media dominant ideologies would not be formed easily. Defleur's dependency model (1989) shows just how much individuals rely on the media. Theorists have strong views on this and how even though audiences are sometimes unaware of it, mass media does have a huge affect on their beliefs and values due to dominant ideologies.

Television is the most popular form of mass media. Over the years the amount of soaps that are being shown on television have increased by a vast amount, and still now there is an increase in the number of soaps on television and the amount of showing time they get. Due to this soaps have become a form of popular

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