Louis Althusser
2/17/2013
Identity theory: Focus = Interpellation Individuals are given social identities – these are formed through family, school and the media (identify with a particular idea). Mass media has a political and persuasive function we cannot resist. Interpellation expresses the idea that an idea is not simply yours alone (such as “I like blue, I always have”) but rather an idea that has been presented to you for you to accept. Ideologies – our attitudes towards gender, class, and race - should be thought of more as social processes. Althusser argues that one of the ways in which the state maintains control is through ideological state apparatus. This includes the media, education, religion, family. Ideological state apparatus are a range of different groups who transmit dominant ideology to the people, again maintaining hegemony. You could consider the extent to which the media representations we have looked at are reinforcing dominant values. Louis Althusser - Interpellation http://www.longwood.edu/staff/mcgeecw/NotesonInterpellation.htm
Interpellation is the idea that we are “bred” to think, act and react in certain ways. ~We are interpellated from the day that we are born into specific roles that society has created for us. ~Girls being portrayed in magazines playing with dolls and loving the color pink is an example of gender role interpellation ~Interpellation is subtle—the point of interpellation is for a person to feed into something without even realizing that they are doing so. ~ Interpellation is used in almost every aspect of our society, especially in the marketing of merchandise Comments are closed.
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