Althussar's Theory

In Althussars theory, ideology, represents the imaginery relationship of individuals to their real conditions of their existence. In other words, Althussar believes that the audiences' ideologies are circulated and created by the meida (in this case music videos) and help contruct peoples identities. However, due to the subtleness, members of society fail to undertand.

Althussar believes that we are controlled by a ruling class, their ideologies and concepts of what is right and what is wrong, what should or shouldnt, what we can or cannot do is inflicted upon us. This ideology is seen heavily in music videos, especially in hip-hop music. If an artist is seen in a music video wearing luxurious clothing, the artists glamourous look will make it seem as the clothing you must wear; this goes hand in hand with trends, as soon as one is made people will follow the trend and attempt to replicate it to the best of their ability. This is how individuality is lost. This can also explain the pre-defined ideas about gender class ethnicity and sexuality.

Althussar believes that there are several establishments in society that reinforce sterotypes and discrimination; these are called ideological agencies. These include : religion, education, family, the mass media and popular culture. From this althussar goes on to say how ideology interpellates us we are the subject that are categorised. The theory then suggests that we begin to join groups to be others who live by the same rules.

Althussars theory can be eaily applied to modern day hip-hop music; for example, from 2013 a rapper by the name of 'Cheif Keef' was signed to Interscope records. Cheif Keef is a hip-hop artist who originates from Chicago, Illnois. He is seen as one of the people who started the sub hip-hop genre known as 'drill music'. Drill music consista of lyrics that involve commiting crimes and the sound of the song is usually quiet sinister. Due Cheif Keefs fame, the hip-hop audience have started to categorise themselves within the genre. For example, a well-known trait of Cheif keef are the dreadlocks that he has, the baggy clothing that he wears and the way that he wears his clothing. its not oonly the apperence that has changed, the type of lingo that is used is now used widely. It has not just spread in the US but also in the UK.