Ideology
From The Art and Popular Culture Encyclopedia
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An ideology is an organized collection of ideas. The word ideology was coined by Count Antoine Destutt de Tracy in the late 18th century to define a "science of ideas." An ideology can be thought of as a comprehensive vision, as a way of looking at things (compare Weltanschauung), as in common sense (see Ideology in everyday society) and several philosophical tendencies (see Political ideologies), or a set of ideas proposed by the dominant class of a society to all members of this society. The main purpose behind an ideology is to offer change in society through a normative thought process. Ideologies are systems of abstract thought (as opposed to mere ideation) applied to public matters and thus make this concept central to politics. Implicitly every political tendency entails an ideology whether or not it is propounded as an explicit system of thought.
Ideologies in texts are the idea the author is trying to get out to the audience whether it would be "good vs evil" or "men are strong and women look after the house."
(For the Marxist definition of ideology see Ideology as an instrument of social reproduction)