Semiology confronts the question of how images make meanings, and what they mean to a particular person or group of people. Semiology works by taking apart an image and, 'tracing how it works in relation to broader systems of meaning' (Rose, pg 74). Semiologists depend on a definition of science that contrasts scientific knowledge with ideology, this distinction is usually elaborated with reference to the Marxist theorist Louis Althusser. Williamson (1978) argues that advertising is one of the most influential ideological forms in contemporary capitalist society.
Marxism and Althusser
Marxism can be described as the 'economic and social system based upon the political and economic theories of Karl Marx and Friedrich Engels' (All About Philosophy, 2002). Marx wrote in this book 'Contribution to the critique of Political Economy' (1857) that 'It is not the consciousness of men that determines their being, but on the contrary it is their social being that determines their consciousness'. This quote is relevant to advertising, as through advertising a connection between the consumer and the product is created. Through this connection the consumer can identify with the product, and see how the product can affect their lives, and ultimately allow them to move up through the social class.
Althusser was a Marxist philosopher. He identified the Ideological State Apparatus (ISA) as a method by which organisations propagate ideology, thereby producing willing compliance. In this way it is similar to the idea of the Panopticon, creating learned behaviour, compliance, that becomes natural without having to be forced, enforcing power. The flipside of the ISA is RSA, Repressive State Apparatus, where compliance is forced through institutions such as the police and the army.
The Press (News Corp) and Advertising
Popular media is deeply political, and those who engage with it need to be aware of this. In the case of newspapers, a strong voice can be created and used to communicate certain opinions and versions of the truth, taking advantage of the power of persuasion.
Rupert Murdoch's The News Corporation owns a huge amount of the worlds newspapers, television channels and other information services. In the UK alone he owns 'The Sun', 'The News of the World', 'The Times' and 'The Sunday Times'. With holding so much power over the 'voice' read by so many people across the world, the audience can be manipulated into complying with the belief systems of that 'voice', ultimately the owner of the newspaper. In this way it relates with the ISA, by propagating ideology and producing willing compliance, without the audience realising.
This was evident in the 2010 General Elections in the UK. Rupert Murdoch decided that all his newspapers would back a certain Political Party a few days before the election, by condemning the other parties and supporting only their chosen party. This had such an effect on the readers of the newspapers, that a few days later that chosen party won the election.
Many argue that advertising works in a similar way, but manipulating its audience and producing willing compliance; that is the difference between advertising and propaganda. Propaganda propagates opinions and belief systems with means of control, whereas advertising is about highlighting a choice.
Althusser was a Marxist philosopher. He identified the Ideological State Apparatus (ISA) as a method by which organisations propagate ideology, thereby producing willing compliance. In this way it is similar to the idea of the Panopticon, creating learned behaviour, compliance, that becomes natural without having to be forced, enforcing power. The flipside of the ISA is RSA, Repressive State Apparatus, where compliance is forced through institutions such as the police and the army.
The Press (News Corp) and Advertising
Popular media is deeply political, and those who engage with it need to be aware of this. In the case of newspapers, a strong voice can be created and used to communicate certain opinions and versions of the truth, taking advantage of the power of persuasion.
Rupert Murdoch's The News Corporation owns a huge amount of the worlds newspapers, television channels and other information services. In the UK alone he owns 'The Sun', 'The News of the World', 'The Times' and 'The Sunday Times'. With holding so much power over the 'voice' read by so many people across the world, the audience can be manipulated into complying with the belief systems of that 'voice', ultimately the owner of the newspaper. In this way it relates with the ISA, by propagating ideology and producing willing compliance, without the audience realising.
This was evident in the 2010 General Elections in the UK. Rupert Murdoch decided that all his newspapers would back a certain Political Party a few days before the election, by condemning the other parties and supporting only their chosen party. This had such an effect on the readers of the newspapers, that a few days later that chosen party won the election.
Many argue that advertising works in a similar way, but manipulating its audience and producing willing compliance; that is the difference between advertising and propaganda. Propaganda propagates opinions and belief systems with means of control, whereas advertising is about highlighting a choice.
Rose, 'Visual Methodologies', London, Sage Publications 2007
Williamson, 'Decoding Advertisements: Ideology and Meaning in Advertising', London, Marion Boyars Publishers Inc 1978
Changing Minds, Ideological State Apparatus [Online] Available from:
http://changingminds.org/explanations/critical_theory/concepts/isa.htm Accessed: 17 November 2010
Williamson, 'Decoding Advertisements: Ideology and Meaning in Advertising', London, Marion Boyars Publishers Inc 1978
Changing Minds, Ideological State Apparatus [Online] Available from:
http://changingminds.org/explanations/critical_theory/concepts/isa.htm Accessed: 17 November 2010
All About Philosophy (2002) What is Marxism? [Online] Available from: http://www.allaboutphilosophy.org/what-is-marxism-faq-htm. Accessed: 23 November 2010.
No comments:
Post a Comment