[Image transcripts in order: How do dominant ideologies operate to shape culture?
Limit - limits the range of acceptable ideas.
Normalize - makes ideology seems normal & every other ideology is strange
Privileging - privileging some ideologies over others; ruling class ideologies over others
Interpellation - ideology affects us through interpellation
The process by which one ideology subverts other, competing ideologies and gains cultural dominance through the own consent of the governed or dominated.
Interpellation functions by “hailing" us into social positions and identities. When we are interpellated, we are called Into being as a particular kind of subject. This process is called subjection. As a part of ideology, interpellation (being hailed into a subject position) also seems natural.]
[The first generation hippies did everything they could to violate the dress code of 50s society: men grew their hair long and wore beards, refused to wear suits and ties: women adopted miniskirts, threw away their bras, stopped wearing makeup - and so on.. But it wasn't long before these items and clothing styles started showing up in advertisements and on mannequins in shop windows. Soon department stores were selling peace medallions and love beads. In other words 'the system' seemed to regard the hippies less as a threat to the established order than as a marketing opportunity. (Heath and Potter 36)
As it turned out, rebellion against mass society is not the same as rebel- lion against the consumer society. What is more, as argued by Thomas Frank, the system co-opts the symbols of rebellion, assimilates them, makes them conformist, robs them of deep meaning and implements them in the market mechanisms.]
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