Hall applies the term ideology to relate to those images, concepts, and premises which provide the frameworks through which we represent, interpret, understand, and make sense of some aspect of social existence (Hall, 271). He further alludes to the fact that argues the portrayal and perpetuation of race in the media, which is a key producer and transformer of ideologies, touches directly the problem of ideology. Hall established that ideologies result in various forms of social consciousness and as a result will always work best in circumstances where they formulate as well as construct their worldviews.
According to Hall, the media constructs a definition of what race is for viewers, what meaning the imagery of race carries as well as how the problem of race should be understood. The media further divides the world in terms of categories of race and setting people apart based on their appearance and notions that have been socially developed over time. The media portrays two forms of racism which include overt racism and inferential racism. Overt racism is defined by the coverage granted to openly racist arguments, positions, or spokespersons while inferential racism relates to the apparently naturalized representations of events and situations relating to race irrespective of whether they are factual or fictional which have racist premises and propositions inscribed in them as a set of unquestioned assumptions.
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