This essay approves that media ideologies form part of a broader focus of semiotic ideologies. Mass media texts can be understood in ideological terms, whereby forms of communication privilege certain sets of ideas while neglecting or undermining others. Studies of mass media are problematic in the sense that some people advocate the notion that mass media promote the world view of the dominant or powerful. Similarly, others argue that mass media texts encompass opposing messages both expressing the dominant ideology as well as partly challenging the set worldviews. Nevertheless, the media provide a platform for the waging of cultural contests over meanings, which results to construction of habitus
This report makes a conclusion that the media play a crucial role in the construction of individual habitus. Mass media have evolved to become one of the critical components or sources of popular culture in the modern society. The main task of the media does not necessarily centre on entertainment or disseminating news; media have come out strongly as a principal component in the transfer of stereotypes, beliefs, and values in the society. In turn, this reproduces the prevalent order of social life. The media have been a leading player in transmitting and appropriation of post-modern culture. Media content has formed part of the cultural capital. This translates to what people find as comfortable or expected. The media have exposed people to tastes and judgments, especially those centering on post-modern culture. In post-modern discourses, people struggle to define themselves whereby the postmodern culture has divided rather than uniting people.
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