' Ideology is a difficult - but important - concept to grasp. Simply put, it is the ideas behind a media text, the secret (or sometimes not-so secret) agenda of its producers. It is important to be able to identify the different ideological discourses that may be present in even an apparently simple photograph.
In sociological terms, ideology is a body of ideas or set of beliefs that underpins a process or institution and leads to social relations. These sets of beliefs are those held by groups within society, and the prevalent ones are those held by the ruling/dominant groups.'
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