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ideologija
Ne postoje ideološki "neutralni" sistemi znakova: znakovi imaju ulogu da ubede i da navode. Moderna semiotička teorija je često dovođena u vezu sa marksističkim pristupom koji naglašava ulogu ideologije. Ideologija gradi ljude kao subjekte kroz upravljanje kodovima. Prema teoriji tekstualnog pozicioniranja, razumevanje značenja teksta uključuje preuzimanje odgovarajućeg ideološkog identiteta (vidi "idealan čitalac"). Za Altusera, ideologija je bila sistem predstava uključujući "transparentne mitove" koji su služili da izazovu u subjektu "zamišljenu" vezu sa "stvarnim" uslovima postojanja.
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