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The media is a dynamic entity inherent in society that is both powerful and important It demonstrates this by playing a vital role in the development of a persons perspective on political economic and socio-cultural issues This consequently helps to shape individuals viewpoints of the world and define their lives through the interpretation of media texts Newman 2004 Bazalgette supported Newmans point by stating Media studies open up your understanding of how things work how people become informed - or misinformed - and how the myths and ideologies that govern all our lives are created and sustained Bazalgette 2000 pp14 Thus the focus of this essay will be on these aspects how the theory of ideology and structuralism influence communication practices and how media texts are interpreted in relation to how people come to think of their identity and subjectivity In view of this we will look at the methodology of interpreting media texts which participate in the cultural construction of our global viewpoint and lastly how the growth of the media influences the process of self-formation which broadens and challenges individuals horizon of self-understanding Ideology a theoretical concept derived from Marxism is defined as a kind of false consciousness a duplicitous and abstracted version of the world put out by the ruling classes in order to maintain the subordinates of the lower classes Schirato Yell 2000 From a media context the dominant ideology thesis contends that the media induce false consciousness through diversion and misinformation thus prohibiting the exploited lower classes to recognize that they have the power to overthrow capitalism Sinclair 2000 As a result media audiences are seen as cultural dopes who absorb the ideological messages present in all media contents which induce them to believe that capitalism is both desirable and inevitable and that they should accept their place within it Sinclair 2000 pp25 It is clear that the ideological influence attempts to deny the exploited classes of any
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