Posted on behalf of Steve Halas:
In chapters 12 and 13 of McQuail’s Mass Communication Theory, McQuail discusses the different processes of selection that are considered when transforming ideas or images into finished products set for distribution. As he says, “the influences on this process are numourous and often conflicting.”(334)
Two of these factors include ideology, and Hegemony. According to McQuail, “Ideology Generally refers to some organized belief system or set of values that is disseminated or reinforced by communication.” He adds “While most mass media do not typically set out deliberately to propagate ideology, in practice most media content does so implicitly by selectively emphasizing certain values or norms.”(556) On the other hand, Mc Quail introduces Hegemony as a term that’s used to “describe a certain kind of power that arises from the all-embracing ideological tendencies of mass media to support the established power system and exclude opposition and competing values.”(557)
While most people wouldn’t like to admit that Ideology and or Hegemony have a real place in the production of our media (especially because Americans pride themselves on the idea that their media should be bias free) a close glance at almost any new news article could change their minds.
Recently there has been a great deal of focus on subjects like illegal immigration, the war in Iraq, and political scandals. As media consumers can you think of any recent examples of articles or news broadcasts that seemed to have elements Ideology or Hegemony in them?
I located two news stories which I felt held prime examples of Ideology and Hegemony. One was a piece on illegal immigration posted on the website The Douglass report.com and the other was an article on the call girl Eliot Spitzer slept with featured by the NY Post.
As you guys will see, both articles are packed with language that is suggestive of Hegemonic values and intense ideological following.
http://www.nypost.com/seven/03142008/news/columnists/boo_ho__dont_shed_any_tears_for_this_bus_101944.htm (Dupre Article)
For instance, in the Post’s Article on call girl Alexandra Dupre, the author blatantly bashes Dupre and her profession calling the girl “stupid” and hovering over the common biases Americans associate with individuals involved in such professions. Look, I’m not saying the girl is the one you’d want to bring home to mom and pop, but how much can your really learn about someone from their MySpace page? To me it doesn’t seem fair that the author is as tough on Dupre as she is… I mean we’ve all got are flaws right? If prostitution is legal and supported, even admired in such a great number of other countries, why then are Americans always so ready to associate the profession with unsavory characters and descriptions? Some of language the author used to describe Dupre’s friends was a little suggestive as well… it seems she doesn’t believe they are credible sources… but why?
Do you think it’s fair that the Post makes Dupre out to so unbecoming? Do you think this article contains better examples of Hegemony or Ideology? Both? Why or why not?
http://www.douglassreport.com/reports/immigration_XRHBJ303.html (Immigration article)
The article I found on illegal immigration may contain even better examples of the two value systems. In Dougless’s article he explains the dangers of letting untested illegals into the country because of the chance they might be carrying some sort of disease or virus only active in 3rd world countries. The doctor argues that because many illegals come from areas where health care and doctors are hardly available and often find jobs in places that are frequented by the public (schools, fast-food joints, food refineries) the risk that they may be exposing American’s to these ailments is high. Even though the good Dr. Dougless makes an interesting point do you think it’s fair that he makes such a broad generalization about illegal immigrants? Do you think that his comments fit as American style Hegemony or ideology? If so why?
Lastly, McQuail writes that despite the fact that numerous factors (such as Ideology and Hegemony) effect media production, today’s media “still has the potential to be unpredictable and innovative, as it should be in a free society.” After reading these articles how true do you think this statement is?
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I think if we are to take McQuail's definitions of ideology and hegemony (as you've cited) at face value, the examples you've supplied serve as great examples for both concepts. Looking more closely at the short Dupre piece however, the presentation of diction, narrative structure, and even choice of title, is clearly utilized to convey the "ideal" opinion on prostitution and the individuals involved in the profession here in the United States. I think you hit the nail on the head in terms of your initial analysis. Although we are dealing with the Post here (I should know by now not to expect much more from them) I take issue with how this 'news' is presented as a mere 500 word debasement of one woman's character; I mean, where the hell does Mr. married politician's character go into question? You clearly won't see any of that here, because why attack a man of higher stature and a power position within (not anymore buddy!) society when we can gang up on those 'lesser' individuals in society? It's to this degree that hegemony is most certainly present in the article. Going along with this, I think you're being far too kind by stating the author "was a little suggestive" in discrediting the viewpoints of Dupre's friends and colleagues - it seems as though the whole article is a smear campaign on all those in similar circles of people. And to be honest, I have no idea why. While the reader assumes they are hearing alternate viewpoints on the subject matter, the way in which it is presented allows for the dominant viewpoint to prevail. If we are to utilize the various applications of semiological analysis discussed in McQuail, one would be able to uncover the true underlying cultural meaning to this particular piece. These processes can also help in "uncovering the latent ideology and 'bias' of media content" (349-50). By doing so, extracting the connotations and subjective meanings of the plethora of negative language used throughout the article becomes far easier. It would seem to me that author doesn't feel these individuals serve as credible sources simply because it's in her 'editorial authority' to do so, and simply because it further serves to convey an ideological viewpoint of the ills of prostitution. My two cents.
-Steve Callahan
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