In mainstream Canadian culture, we have a dominant ideology that "everything" is on the Internet. The media has even gone as far as terming it "the information super highway." This name fully implies that there is a lot of information on the Internet. Also, when you use Internet search engines for anything you always get a large number of matches. But, many of these so-called matches really have nothing to do with what you are looking for. Because of the number of matches your initial impression is that there is lots on the Internet. Because we live in a Canada we would expect the internet to have more information about its country; more information on Canadian literature and culture. But yet on the internet we are able to find more information based on the American culture.

This is surprising because we are in Canada and we expect that Canada should place greater emphasis on Canadians in general. In America most people are ignorant to their Northern Neighbours. In school they learn about American history only and simply Americans. In Canada we learn a great deal about American history yet they don't do the same. Even the Internet is bombarded with American ideologies. This could be because Bill Gates the American "Computer guy" tuned the chip for computers and so computers and everything on them are associated with America.

There is an ideology that Canadians are inferior compared to Americans. Since our media made it clear that Americans have tons of weapons compared to Canada, their dollar is worth way more. Another ideology is that people associate power with superiority. Someone who is strong physically is considered more powerful than someone physically weaker.

And yet another contradicting ideology is that intelligence means power. Often, we see those who are intellegent those who have the high paying positions, those who are on top, those who make the big decisions. We often associate being on top with being in power, this is very evident in the worker-employer relationship. The employer has the power to dictate the roles of the worker. Many times in order to become the employer, the person on top, they are the people with the greater intellect.

A contradicting ideology is that it is better to have luck than intelligence. For example, many people try to test their luck by gambling or buying lottery tickets. I think that this ideology comes from the idea that people are lazy. If money fell from trees, they wouldn't have to work. By gambling and playing the lottery, people are taking the chance to have a good lifestyle without having to work hard for it.

In the dominant society we like to categorize things. Therefor we expect that all search engines to produce the same result. Like when we buy a toaster . . . we expect it to toast! Obviously. But there is the ideology that brand names are better than generic. Why is it that people prefer brand names over generic? This is the ideology that you pay for what you get. Do people expect better quality for more money? If the product does the same job, do people really need to spend more money? (See Figure 4)

Figure 4:  If you were not influenced by advertisements, which car would you prefer?  Most people in our culture, if given a choice, would chose the BMW because it cost more.  But does the price necessarily mean it is worth the money you're paying?       

The ideology more money, better quality is reflected. When you pay more for a car you could get a better engine, a better stereo, more power, and better looks (Figure 5).  Our culture thinks money could buy this because our media tell us that it is possible; movie stars constantly do it, rich people, people with money.

A contradicting ideology would be money can't buy happiness. I think this is a religious ideology; happiness can only be found through God. There's beliefs in the Chinese culture that "fame money is an illusion, it doesn't last, true happiness could only come when these things no longer matter to oneself." This is where my ideology regarding this matter came from.

Figure 5 (left):  With modern technology, people feel that they could purchase the desired looks by plastic surgery, buying make-up, etc.  Many females uses money to change there looks to look more like Cindy Crawford. People may also develop diseases such as anorexia or bulimia to achieve these "looks".

Another ideology reflected is that happiness is different from quality. A life with nice cars, nice house, or basically a quality life does not mean a happy life. Thinking brand names are better reflects the ideology that people judge by recognition and appearances.