Ideology

Ideology is a system of beliefs and Idea that is in all media texts. They are what people believe in.

Dominant Ideologies are the main beliefs portrayed and promoted in the media. They usually control the what people think. They sometimes match common stereotypes. For example Men are strong and powerful and woman are Illogical and emotional.

Binary Oppositions
A binary opposition is a pair of opposites (Positives and Negatives) to organize human thoughts, beliefs and culture. A side of the opposition are sometimes favoured and therefor considered Domanate.

Here is a simple chart with examples of opposites (Patrarchy)