Ideology

Ideology is a term that describes when a person, book, belief, this is usually the dominant social class, is the driving force behind one’s decision or social/group movement

Ideology in media is the idea behind a piece of text or image. 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.

For example the ideology behind this image of the new school building could be that the school is an up to date and modern place.