MEDIAST 101 Chapter Notes - Chapter 2: Louis Althusser, Antonio Gramsci, False Consciousness
3 Feb 2017
School
Department
Course
Professor
Document Summary
Taste can be seen as logical extension of a culture"s ideology. Both role of economics in progress of history and ways capitalism works in terms of class relations. Owners of means of production control flow of ideas. Ideology = false consciousness spread by dominant powers. Louis althusser: ideology cannot be dismissed as a simple distortion of the realities of capitalism. Rather ideology represents imaginary relationship of individual to their real conditions of existence. Ideologies presented as common sense and dominant ideologies in tension with other forces and are constantly in flux. Hegemony is enacted thru push and pull among all levels of society. Counterhegemonic such as political movement or subversive cultural elements. Stuart hall written that 3 positions viewers can take. 1. dominant-hegemonic: identify with the hegemonic position and receive the dominant message of an image or text (such as a television show) in unquestioning manner. Negotiated reading: negotiate the interpretation from the image and its dominant readings.
