Ideology

Ideology is a system of beliefs and ideals presented by the media to an audience. They can be about politics, minorities and a general view on how people should be living, among other things. These ideals are called Dominant Ideology, and will appear in a variety of media texts such as newspapers, soaps, advertisements and films.

The Sun's ideology is of a right wing government

Ideologies come in opposite pairs, called binary oppositions. The ideology that opposes the dominant ideology is mainly seen as bad in the Medias eyes or is stereotyped in some way. Below is a small list of some binary oppositions:

Dominant	Binary Opposite
White	Black
Fat	Thin
Rich	Poor
Christian	Muslim
Healthy	Unhealthy
Logical	Emotional
Man	Woman
Straight	Gay

These dominant ideals are seen a lot of the time in Hollywood movies - American disaster movies usually end up with the white male American winning the day whereas the women are in their domestic place.  Romantic comedies usually end up with the straight white male getting the emotional woman. Indie films often subvert these ideals, and have the film based around a minority.