Ideology

Ideology is a set of beliefs and ideas which are held by a society or by individuals. E.g. the dominant ideology in England is mostly that of white, middle class, middle-aged, conservative men, who hold most of the positions of power in the country.  Local newspapers keep to this ideology so as not to upset any of the audience.  The layout of a newspaper's front page is quite formal, designed to give a sense of reliability to the paper.  The front page acts as an advert for the paper and has a range of features (pictures, adverts, etc.).