Newspapers - Ideologies and Viewpoints

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Ideology Toolkit

  • Sexism - prejudice, stereotyping, or discrimination, typically against women, on the basis of sex.
  • Patriarchy - a system of society or government in which men hold the power and women are largely excluded from it.
  • Multiculturalism - the way in which a society deals with cultural diversity, both at the national and at the community level.
  • Feminism - the advocacy of women's rights on the ground of the equality of the sexes.
  • Racism - prejudice, discrimination, or antagonism directed against someone of a different race based on the belief that one's own race is superior.
  • Ethnocentrism - evaluation of other cultures according to preconceptions originating in the standards and customs of one's own culture.
  • Internationalism - a political principle which transcends nationalism and advocates a greater political or economic cooperation among nations and people.
  • Consumerism - a social and economic order that encourages an acquisition of goods and services in ever-increasing amounts.
  • Individualism - the moral stance, political philosophy, ideology, or social outlook that emphasizes the moral worth of the individual.
  • Democracy - a form of government in which the people exercise the authority of government. 
Viewpoints and Ideologies in Media Language

When discussing viewpoints and ideologies within Media Language, you need to be able to analyse how the choice of media language is NEVER NEUTRAL!

'FURY OVER PLOT TO LET 1.5M TURKS INTO BRITAIN
- Daily Mail, 16th June 2016
  • The headline connotes that there is a plot, that it is right and proper to be angry about these plotters, that immigration is a bad thing, that 'Turks' are particularly bad immigrants, possible because they are Muslim (the language may be read by the audience in terms of racist and Islamophobic ideologies even if they were not intended), that the plotters are most probably the 'metropolitan liberal elite' who are soft on immigration, hand-in-hand with the EU, and never to be trusted.
  • The ideologies at play here are British, or perhaps English, nationalism (the belief if the superiority of the British/ English nation) and social conservatism (the belief in the role of the resisting social liberalism).
  • Newspapers such as The Guardian and The Observer represent opposite values such as internationalism and social liberalism.
Naturalisation of Viewpoints and Ideologies

Barthes discussed how certain viewpoints and ideologies become naturalised so that they seem normal and natural to the audience.

Task

CASE STUDY 2 - How has the news used media language to preset their viewpoints and ideologies towards the recent letter from Harry and Meghan?


  • The Guardian is a liberal newspapers and so we expect to see internationalist ideologies and an overall negative impression of the royal couple.
  • The Times falls to the center-right of the political scale. Due to this, we expect to see some appreciation, but an overall attempt to appear neutral.
  • The Sun is a conservative newspaper and so we expect to see an overall positive impression of the royal couple, with the exception of whatever gossip follows them. Despite this, they are one of the papers that the couple have refused to speak with and so this may change their attitude.
  • The Daily Mail is a conservative, far-right newspaper and so we expect to see a very appreciative impression of the couple. Despite this (much like The Sun), they are one of the papers that the couple have refused to speak with and so this may change their attitude.

















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