Media reinforces those ideologies that support the commercial culture. .
To subtly convey certain meanings, the media uses codes and conventions. These accepted signs are such a part of the system of the representation process that it goes unnoticed but readily understood. For instance, in a Disney movie the bad guy is usually very large, angular, and/or dark and we intuitively understand the connotation. Other codes and conventions in broadcasting are voice-overs, split screen comparisons, music, lighting, direct or indirect address, camera angles, and the narrative. All these techniques converge to appeal to our emotions in an effort to equate the product to our happiness or success. Advertisers create images with the utmost care. In the Budd text, a Cascade commercial is analyzed to see how unobtrusive techniques like voice-overs, music, lighting, direct address, and the narrative style come together to create a particular meaning that influences the viewer. (It is unnecessary to recount all that here and a more in-depth discussion of some of these terms is included in other definitions.) It is interesting to note Budd's claim that conventions and codes express social power and position; who's in control. A male voice-over that speaks with authority is a reflection of the male position of power in today's society. Women are subordinate. This is also evidenced in printed media as well. Journalists are said to be objective because they are dealing only with facts. But where do those facts come from? Their sources are officials in charge who give only that information that is deemed appropriate. Thus, again the ideologies of those in power are what are being expressed. .
Ideologies are not just ideas. As Gramsci noted, knowledge is practice. We do what we know. Where it used to be the family, church, and school, TV is now the primary social communicator. TV tells us the way things are supposed to be.
