The process of interpellation is best defined as when a role is offered to an audience to

assume or deny (OShaughnessy, Sadler & Sadler, 2012). Ideology can take on many
semantic definitions as discussed by Gerring (1997). However, it can be defined as a
way of thinking that governs values and beliefs of a group of people (Gerring, 1997).
As an ideology is an unconscious way of thinking, the role offered through
interpellation can be dictated by that particular unconscious thought. In the journal
article Where are Discourses and Ideologies Found? OShaughnessy, Sadler &
Sadlers (2012) critique the nature of ideologies, discourses and interpellation in
literature and journalism. This essay will focus on the role interpellation has to play
in the field of journalism and the underlying ideologies that govern the interpellation.
OShaughnessy, Sadler and Sadler (2012) focuses on exploring these concepts
through two primary examples. The first is a piece of childrens literature called the
Peter & Jane. OShaughnessy, Sadler and Sadler argue that the Peter and Jane Books
offer the role to their unaware target audience, children, that conforms to certain
ideological expectations. As OShaughnessy, Sadler and Sadler state, the
illustrations and text from these books reveal a number of significant ideological and
discursive aspects. Basically, the ideological view that OShaughnessy, Sadler and
Sadler argue is that of a patriarchal, western ideology. This can be identified by the
books stance on class, ethnicity and gender. In short, the book depicts two Caucasian
children, Peter and Jane, who have middle class, heterosexual parents. The storyline
revolves around their adventures. Some of the storylines are about how Jane should
stay inside and cook while Peter should go outside and work. This conforms to the
patriarchal ideals about family structure and gender. OShaughnessy, Sadler and
Sadler also argue that the values of the main characters are conformist to two
institutions: police and schools. With the book offering a role to the target audience,
the children will have to decide whether they identify themselves with the ideals and
values. The critique argues that many children will not identify themselves with the
role and instead see themselves as an outcast and alienated. This is the consequence of
having a text that offers the role of being defined as normal for the audience to
interpellate.
The second example the second is a comparison between two sports journalism
articles by The West Australian. The comparison is between Cathy Freemans 400-

meter final win at the Olympics and Australias test cricket team win over Pakistan in
1999. OShaughnessy, Sadler and Sadler dissect the two headlines by the West
Australian that was about both of the events. Cathy Freemans headline was Race of
Our Lives and the cricket teams headline was We Did It. OShaughnessy, Sadler
and Sadler (2012) state, Who is being interpellated in these headlines? Who is being
includes within us and we? Who is being excluded and what ideologies and
discourses of identity are being constructed and circulated here? Basically,
OShaughnessy, Sadler and Sadler argue that the discourse used in journalism can
influence the target audience into identifying themselves with a specific ideology. In
this context, the critique is that the our was used in Cathy Freeman to intepellate the
viewer into identifying themselves that all Australians, both Aboriginal and nonAborignal, are included within the definition. Whereas the we in the cricketing
context interpellates the viewer to identify themselves to be white, cricket-loving,
Australians. Therefore, drawing the link to a certain kind of identity associated with
patriarchal, western ideologies. This can explain that journalism, despite the notion to
sit at an Archimedean Point and being unbiased when writing articles, the journalist
can unconsciously or consciously present a role that is influenced by an ideological
view to the audience.
To comment, whilst there is some gender and heterosexual discourses apparent on the
cricket win front page, the language used to identify who is being interpellated
between the two articles in not consistent. OShaughnessy, Sadler and Sadler state that
The we could be referring to all Australians, but as it is a picture of two white men
it could be seen as interpellating just white, male Australians. They go on to say that
it could be interpellating only Western Australian, cricket-loving, white male
Australians and the them refers to everyone else and especially Pakistanis. This is a
contrast on the review of the front page of Cathy Freeman win. The front page only
consisted of Cathy Freeman winning the race with the slogan stating The Race of
Our Lives. The article is depicted as being anti-discriminatory and representing both
non-Aboriginal and Aboriginal community. However, the two front pages are not
reviewed in the same way. The review could have said that the text interpellates only
Aboriginal, athletic-loving females who come from Queensland. However, that does
not conform to the narrative or interpellation OShaughnessy, Sadler and Sadler are
trying to conform their audience too. Their narrative is also subject to a western

ideology. However, it differs from the Peter and Jane Books example because in their
narrative they are critiquing the ideology and exposing its negative impact. In
conclusion, OShaughnessy, Sadler and Sadler were not viewing their journal at an
Archimedean Point but rather used it to interpellate their readers to link an ideology to
a headline. In my opinion, the two headlines could be viewed as two iconic Australian
sporting moments and nothing more. Regardless of my opinion, interpellation can be
linked to the field of journalism as well as other mediums such as childrens books
and journal articles. The only way to maintain an objective point of view when
viewing the text is to analyze possible ideologies that couldve influenced the text.

References

Gerring,John.1997.'Ideology:ADefinitionalAnalysis'. PoliticalResearch
Quarterly50(4):957.doi:10.2307/448995.
OShaughnessy, Stradler, M., & Stradler J., (2012). Where are Discourses and
Ideologies Found? Media and Society, Oxford University Press. 5, 180-91.