Tim O'sullivan et al Theory - Ideology

Ideology theory, 1998 - refers to a set of ideas which produce a partial and selective view of reality. Ideology involves widely held ideas or beliefs which are seen as common sense that becomes accepted in society. It helps us to make a judgement about the world we live in and the different views people hold within it It can be argued that ideology is on mechanism by which ruling a group tries to deceive and control the ruled. "Ideology, it can be argued, is on mechanism by which a ruling group tries to deceive and control the ruled."

Ideology implies that a powerful group can choose how and what messages are leaked to the media and that society view these people in certain ways because of expectations. For example the 'powerful' want 'black' people to be represented as gang members which have negative connotations because they have the power to feed this ideology. Society then believe this as it is what they get told to be true and we have no other evidence that will make us question it to be wrong.

Because of Ideology we have ideas about the world we live in because the media is so powerful it can control what and how ideas are portrayed to an audience or consumer. The more powerful you are in society the more control you have over how messages are given to an audience, the weaker you are the more gullible you are made out to look.

For my music video my artists ideology shows contrast to the stereotypical view of how he and his genre usually behaves. This makes the audience feel as though there is a softer side to the artist and that they dont always follow the expectations of the genre they belong too. He is forming his own ideology for this video that goes against the ideology of the genre which gives him a unique aspect making his song more talked about, growing his and the songs popularity.