Ideological Criticism

In his article, “On Reading a Video Text”(par 9 & 10), Rober Scholes states the importance of ideological criticism. Basically, he implies the commercials, advertisement or the senses on television are valuable if we can use our belief and value system and apply to our lives. With this technique the commercial has successfully put baseball and beer into the image of the American Dream. Scholes claims that “it is important to realize that many Americans are not without culture; they simply have a different culture.” What Scholes is saying is that we still have culture; just a different kind since television and media plays a major role in our American lifestyle.