Key Terms

Key Terms

Technical Codes - layout, design, positioning, house style, font, size/quality of photographs, cropping, choices, anchorage. 
Visual Codes - images, mise-en-scene, costume, colour palette, masthead.
Genre - What type of newspaper it is, narrative, mode of address, headlines.
House Style - a company's preferred manner of presentation and layout of written material.
Ideology- a system of ideas and ideals, especially ones which forms the basis of economic or political theory and policy.
Discourse- written or spoken communication or debate.
Ideological Discourse- communication that upholds a particular ideology/set of ideologies. Discourse that serves to sustain or challenge social positions.  
Dominant Ideology- ideologies or belies that we live by in our day-to-day lives and often do not questions - they have become 'natural, common sense' things to do. This effectively dissuades people from rebelling against these beliefs, and keeps a sense of stability in society. 
Dominant ideologies include beliefs about gender roles, about the economy, about social institutions. 
Hegemony (Gramsci) - leadership or dominance, especially by one state or social group over others. In media this can often be seen through the reinforcement of capitalist systems and Eurocentric values and perspectives.