Media Journal


Media Journal

Media Journal


In most cases, ideology is considered a model of various concepts and ideals meant for understanding the environment and the place of others within the social world. The most interesting and compelling fact on ideological concept is that it attempts to deal with the links between ideas and politics. Ideology usually assumes that the existing relationship between truth claims associated with the knowledge of the social world and politics is direct. Theories of ideology maintain that knowledge is never innocent and claims of truth are produced in and through social order, which have associated implications (Croteau & Hoynes, 2003). Televisions have the power of shaping the perception of people on reality of the world through affecting people’s attitude and manner of thinking. Reality television is considered the highest grossing, popular, and growing genre showing in the air. Reality show such as The Amazing Grace has ideological views standing out: the belief that competition is success’ key and the perception of body image as beautiful. The show reinforces the idea that life is nothing but competition that people engage in continually with one another and in the end, one-person wins. Therefore, the ideology refers to survival for the fittest. To win the competition, it is vital to comply with certain body image applicable to women.

Modernity, Discourse, and Power

Foucault undertook several researches on discourse, power, government, and subjectivity. Power tends to initiate, create, and sustain various objects of discourse in the government, which in turn influence the formation, and deployment of various policies and practices. In the liberal societies, the discourses of power of people are almost exclusively adversarial as people tend to associate power with competition at the best, domination, and coercion (Danaher, Schirato & Webb, 2000). If the manner in which people think and talk of subjects influencing the manner in which people act in relation to the subject, then the adversarial discourse of power could be problematic. Such could be real considering that they obscure the dimensions of power in mutual manner have been play important role in human history and that would continue playing significant roles if people learn how to live together in a peace within the increasingly independent world. For example, Foucault draws on the anti-enlightenment tradition, which normally rejects the reasoning equation, and progress citing that an interface between the modern power forms and knowledge serve to ensure creation of new domination forms. In the modality of power, the focus is usually on the social population with the governments perceiving that they are not dealing with the people but population having specified phenomena and peculiar variable.

Images, Power and Politics

The concept of images, power, and power are broken down into images and ideology, myth of photographic truth, and representation. Moreover, it relates to the manner in which people negotiate the meaning of images, their values, and associated icons. For example, in most online news, simple objects such as picture have the ability of revealing something considered complex. To some extent, people find themselves reading and trying very hard to absorb and digest the texts in the image. In the three factors, the reoccurring them is the introduction of power. Since the concept of looking is a social practice, it is important to note that making some look or trying to make someone else look at something relates to the play of power (Akito, 2006). Additionally, people use looking for communication and even whenever people look away or close their eyes, the activities still have varied meanings. Therefore, the power of the image could influence the viewer. Representation involves utilization of language and images for creation of meaning on the people’s world. Moreover, people tend to construct the meaning through representation of the images. For example in the still life paintings, most people tend to look at the still life as a reflection of the object; however, in reality, they might be uploaded with symbolism and could provoke some lifestyle without utilizing human figures.


Unlike the common TV commercials parading celebrities, the nationalism ads tend to use the unknown faces only while whirling the national flag on the screen. These ads usually aim at stirring the conscience of people against certain factors including corruption or even encouraging people to speak against violence. According to the advertising professionals, such ads would upsurge the nationalist ads and the concurrent unrest within the existing public sentiments has no coincidence. The advertisements are usually created while keeping in mind the prevalence of public mood, which at present is dominated by different factors including anxiety over the problems experienced. Considering the emotional appeal presented by the collectivism ideology, there is always incorporation of nationalism into advertising messages with an aim of counterbalancing the encouragement of individualism in a bid to create the desire of consuming and articulating the interest of individuals with the socialist goal collective improvement. Advertisements need to reflect the search for the national identity within the country (Lucy, 2010). For example, in New Zealand since the late 19th century, some of its products had focused on exploitation of these sentiments in the name and brands. Besides, the country has several products named after kiwi (native bird) while the association between the drinking beer and the skill of New Zealand in playing rugby was majorly applied in the newspaper advertisements.

Race and Otherness

Shakespeare explored the theme of Race and Otherness in Othello, film. The film clarifies the social status of Othello as the Moor, which is a title, issued to those with dark completion. In most case, such individual was from a Muslim decent from North Africa. It is from such background that the concept of Race and Otherness comes out through the implications of Rodrigo even before the entrance of Othello in the play. In the play, the phrase “your fair daughter transported to the gross clasp of a lascivious Moor” has its implications. Deliberately using fair in referring to Desdemona constantly reminds of the pure white soul of Desdemona and the dark completion of Othello. The author’s definition of fair through the norm is that of the 16th century. However, the author claims lascivious while referring to Othello with an aim of directly correlating Othello to impurity and corruption. In addition, the film uses the imagery technology in relating Othello to an outsider. In the question “what a full fortune does the thick lip owe?” it is evident that Rodrigo attacked purposefully the physical appearance of Othello in a bid to create differing factors, therefore conjuring the otherness theme. Using animal like imagery could be an interpretation of seclusion imposed by the author (Avraham & First, 2006). Through the statement “an old black ram is tupping your white ewe”, the film tends to create another barrier between corruption and purity. Such racial differences made are explicit which tend to reiterate the racial segregation, which the human races create.

Post Studies

There have been researches citing that the digital technology creates stress. Currently, there are numerous information that flow into the people than ever of which much of it is challenging and distressing. However, there are several possibilities for the interruptions and distractions. Besides, it is now easy to what the friends are doing but the social pressure to disclose the personal information is high. These technologies tend to take over the lives of people, creation of time and social pressures that could put people at risk various psychological health issues associated with stress. Stress could result from maintaining the large network of the friends on social media, demand for replying the text messages, jealousy of the properly documented and appointed lives of others, addictive allure of the photos, having to keep up the updates on the social media, and the fear of missing the activities with friends. Moreover, there have been studies on the relationship with the use of technology and stress (Orlebar, 2011). For example, the study undertaken as a representative on adult Australians to explore the alternative explanation for such relationship and realized that that there is a possibility the users of technology especially those using the social media could be aware of the stressful situation.


With the rising challenges associated with entry into the global markets, the websites play important roles in the global strategies of the company. Currently, the users prefer viewing contents they consider relevant to their specific markets: the corporate literature, specification of the online product specification, and language. The corporate website address is the first port considered while considering the company and provided services. Globalization of the websites allows organizations to expand significantly their return on investment especially on the activities of the overall market, engineering, development of the contents, and infrastructure. The major objective of any successful website globalization is to ensure adequate provision of access to the content of the sites and visitor’s functionality in other locations and their languages (Ritzer, 2012). Moreover, globalized websites tend to improve the experience of the visitors and the probability that they would stay of the website and finally fulfil the objective of the site which in most cases involve marketing, adequately providing information, and online purchase. The contents of the websites need to go beyond translation and include proper localization to the relevant market. For example, Moravia is an example of a globalized websites offering comprehensive multilingual solutions in more than 120 languages. Besides, it assist businesses in preparing from new markets through offering translation and adaptation content of the website, translation applications, localization of graphics, and internalization of websites.

Environment & Consumption

The European Environment Agency (EEA) report on Household consumption and the environment revealed that despite the renewal of the policy focusing on the sustainable consumption and production (SCP), the major cause increased pressure on the environment is the European household consumption. Besides, the household consumption plays a vital role in the formation of the production-consumption chain considering that it the consumers who make the final choice regarding the products and services they consume (Dauvergne, 2007). Even though the environmental impact associated with each of the household is relatively low in comparison with the production activities. In Europe, millions of households are the major contributors of various environmental problems including water pollution, climate change, climate change, and land use and wastes. The report analyzed various environmental effects and sustainability associated with the household consumption within Europe. The report builds its foundation of the research undertaken by OECD and UNEP on issues related with sustainable development and apply such concept in Europe. In the report, there is substantial provision and analytical input to the policy of Europe on SCP. Moreover, it also provides proper information and informed analysis of the consumers and citizens of the member countries of EEA. Through analysis of the research and reports undertaken by various researchers, the report identified for main categories of consumption, which are increasing rapidly and greatly affecting the environment: tourism, food and drink, mobility and persona travel, and housing.

Gender, Youth & Desire

Initially, the purpose of video was to create an outlet that allows the artistes to expose their music to many audiences and properly establish themselves as distinguishable to the public. However, the visual imagery and the music videos are increasingly becoming popular and vital considering the music it portrays. The video of all music genres have been able to supersede their original purpose of serving as publicity to the artiste. Besides, the videos are currently influencing and reflecting the younger culture. Although there is variation in the lyrics, audiences, and genres, the music videos continue exhibiting a one-dimensional sexual content heightening the Australian conservative and the traditional ideals of sex and gender. Currently, most music videos have high saturation of sexual contents, which majorly focus on the masculine perspective and the males pursuing sex. These video often use the body of females as decorative props to illustrate the sexual desire of the masculine and mainstreaming the sexual preference of the males. For example, the Australian adolescent are constantly exposed to video portraying women as sexual tools and view their body with the purpose of pleasuring men. Through increment in demand and accessibility of the video through the internet channels that have high music video content, the adolescent and young adults are easily retrieving the misguided information. As a result, such information reaffirms and establishes bias on sex and gender.


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Global Media Journal, 5(9), 1-22.

Avraham, E.,& First, A. (2006). Media, power and space: Ways of constructing the periphery as the ‘other’.
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Dauvergne, P. (2007). The shadows of consumption: Consensus for the global environment. Cambridge, MA: MIT Press.

Lucy, N. (2010). POMO OZ: Fear and loathing Downunder. Fremantle, Australia: Fremantle Press.

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