Media Values And Ideologies

Within Ugly Betty there are a number of different ideologies that are portrayed throughout the programme. I have listed a few of the main ideologies that are shown.

Image obsessed:
As the programme is based on a fashion magazine, it emphasises the ideology of society being image obsessed. Even though Betty is shown to be unattractive, even she supports the idea of image being important to a certain extent. Betty to fit into had to go through a major makeover herself, but the producers still try to promote the idea that inner beauty also counts.

Patriarchy:
The idea of male dominance is also reproduced and supported throughout Ugly Betty. Daniel Meade is the boss of the company who gives orders to his workers who are mainly female, he is shown to have power and control within the business. It can be argued that the women in the show are also shown to be superior rather than being inferior. Their used to be a idea that the women couldn't do better than men because of the 'glass ceiling' this is the idea that women have a ceiling above them which stops them from going any higher, which therefore means they have to stay lower to men. An example of a lady who has broken the glass ceiling is Wilhelmina, but she is stil shown to be inferior as she can't get to Daniels Position and to try and do this she uses her body and manipulates Daniels father.

Capitalism:
The idea of the bourgeoisie exploiting the proleteriat is strongly emphasised in the programme. Daniel is of the ruling class whereas Betty is of the working class.

Hetrosexual relationships:
The programme strongly puts pressure upon hetrosexual relationships. Even though Marc is Gay in the programme majority of the characters are straight and have girl/boy relationships.