Ideology is the body of ideas or set of beliefs that underpins an institution or way of behaving and creates social relations. Different sets of beliefs are held by different groups in society and the most prevalent beliefs are those held by the dominant (ruling) groups.
Look here for helpful explanations of terms such as dominant ideology (hegemony), preferred readings, oppositional reading:
Mediaknowall
Watch scenes from East Is East (Damien O"Donnell, 1999). How might different audiences respond, depending on their values?
East Is East trailer
In 1971 Salford fish-and-chip shop owner George Khan expects his family to follow his strict Pakistani Muslim ways. But his children, with an English mother and having been born and brought up in Britain, increasingly see themselves as British and start to reject their father's rules on dress, food, religion, and living in general.
