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Unit 4: Power and persuasion
Quick questions on Ideology, values and bias: WACE Year 12 Media Production and Analysis Unit 4
1short Q&A pairs drawn directly from our worked dot-point answer. For full context and worked exam questions, read the parent dot-point page.
What is ideology in media?Show answer
Ideology is a shared set of values and beliefs that a group or culture treats as common sense. Media texts carry ideology whether or not their producers intend it, because every selection and code reflects assumptions about the world. A dominant ideology is the value system held by the most powerful or widespread groups in a society, and it tends to appear in media as simply the way things are. Persuasive media often work by aligning a product, candidate or cause with a dominant ideology so that supporting it feels natural.
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