The media has a very big influence in our lives and functions as a tool for establishing and maintaining prevailing ideologies. The media is a tool for communication and the one in charge of the media has control of what they want the audience to believe. Television, radio, magazines, advertisements, etc all persuade us to believe their version of truth, their version of reality. For example, soap operas and news programs all foreground the ideologies through characters, setting, and title and camera techniques. Some gender, religious and political ideologies will be discussed in this essay.

Soap operas. What are they? Ever heard of the soapies Home and Away, Neighbours, A Country Practice, Bold and the Beautiful, Young and the Restless? They are all soapies as they are stories of conflict, relationships, revenge, community, etc, but if there is a conflict, it isn’t solved in one episode but in many days or sometimes weeks. Australian soap operas such as Neighbours and Home and Away present a microcosm of society in which people can relate to, as the media is a competitive industry. The ideologies presented in th

‘A term with particularly pejorative connotation in this area is sex-role stereotyping. In this usual application, this term has referred to the relatively fixed beliefs, opinions or attitudes that individuals hold about typical characteristics of boys and girls, or men and women. This may relate to personality (boys are tough and insensitive, girls are weak and sensitive), occupations (women are nurses, men are engineers), or activity interests (girls like to play house, boys like to play cops and robbers) to name a few’ (WILLIAMS 1981)

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