How useful is the concept of ideology for media analysis Discuss in Essay

How useful is the concept of ideology for media analysis Discuss in relation to soap operas - Essay Example As the strength of the British army grew weak in confronting an imposing German hostility, the military administration had to resort to Conscription as a means of restoring its strength. But a glimpse at the history of media in the backdrop of public administration and consumerism will show that the positive application of ideological propaganda is an exception than the rule. Almost every known media type is susceptible to ideological undercurrents, whether as a result of design or accident. The Television as a medium of communication and entertainment allows sophisticated application of ideological persuasion. It has to be remembered that television is a product of the twentieth century. The centuries prior to its invention were not devoid of prevalent ideologies or their imposition on the masses. However, the imposition of the desired set of beliefs and habits were achieved through brute force. These centuries saw colonialism at its peak; and where imperialism exists violence follows. But the twentieth century is different in that empires were giving way to independent republics, especially after the Second World War. Soap Operas, which form the bulk of cultural programming, are truly representative of the rest of the electronic media. A careful study of soap operas helps us understand media in general and media’s role as vehicles of ideological propaganda in particular (History Today, 10). The soap operas serve as vehicles of ideology in two different ways. The more obvious way is through advertisements and sponsorship. Advertisements are essentially messages to the target audience as to what is good for them, what is it they should aspire for, what it that will gain them respect, etc., is. Of course, the process is not based on force but manipulation and exploitation. In a study conducted by Cynthia Frisby for the Journal of Advertising Research, the relationship