CMNS 262 Lecture Notes - Lecture 4: Richard Dyer, Semiotics, Girl Power
2 Oct 2016
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Document Summary
Ideology- shared set of values and beliefs that exists within a given society and through which individuals live out their relations to social institutions and structures. " (different meaning of roses in different culture) agreed upon a shared understanding. Ideology= dominant knowledge passed on to the masses through socialization= the process of inheriting norms, customs and ideologies of a culture. (institution of marriage as ideological, gender roles as ideological) Ideologies are circulated (produced and reinforced) through production of (academic) knowledge and popular culture. Communicated through media text- as bearers of ideology. What ideological meanings are embedded in the photo/signs. Friends bride image- none of them were getting married. But a fantasy of how it feels like to get married (dominant ideology). Ways audience make meanings that goes against intended: sfu grad- education is key and successful even though it is not the only way. White people, fresh and clean perfume attract guys (moral symbolism).
