Some idea will have an advantage over others because they are always built in a familiar media image or are known to be very popular. Other ideas will not be easy to identifying as they are not that visible and will only be identified by those people who are very devoted. The way in which media use the lifestyle magazine to advertise (Okonkwo & Palgrave 2007) or inform the public about certain issues provides the form of the principle of public dialogue by which the conflict of culture is waged. Media is not only a place where advertisement competition is carried out but also a cultural warfare battleground.
Much of the current warfare experienced today is the acceptability of the idea being broadcasted by the mass media. The experienced struggle over values and morality are mainly determined by the implication of the lesions and images the popular media teach about the society. When the album of Eminem of The Marshall Mathers LP was selected as the year 2001 album (Ford, 2004), controversy came up over the musician’ s violent and angry lyrics and his say on gays, women, and lesbians.
Another known example is the relevancy of the meaning of religion in the films such as priests, which shows a priest struggling to control his sexuality, The Christ Last Temptation, which includes sequences of dreams of Jesus having sex (Riley, 2003), and finally The Nothing Scared, which is a short live program in a television where it is evidenced that a Catholic priest questioning the church doctrine while addressing the coming up issues at his parish (Kieser, 1991). These wars in media sometimes become very aggressive that it reaches a point where some requests for the restrictions while other defend the media free speech while on the other side others are very worried on the cultural struggle consequences that are seen to have a possibility of representing a war of absolutes, with no negotiation possibility (Johnson & Milani, 2010).
The main reason why the images of media become so hot is that they are strongly believed to endorse objectionable ideas. Clearly, it can be stipulated that a few people are majorly concerned with media text that has or shares the same opinion as theirs.
The ideological analysis, therefore, goes hand in hand with political support, as critics use the identification of a message that has been distorted to make their own point of ideology (Grossberg, 2005).
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