Popular cultural theory holds that ideology is insignificant to public reception and interpretation of media content. Fiske (1986) believes that to preserve minorities and serve the broader interests of peoples whose differences will be a source of possible social change we must take the ideologies and power of dominant groups, use them for different social purposes, and strip them of their powers hegemonic. Thwaites, Davis & Mules (1994) discuss how media text can create discussion about social identity. The example given asks the question “are you a good wife?” which in itself questions female gender roles in both the family and society and suggests that women do not meet the expectations set by the imposed dominant ideology. The authors argue that “the ideology limits and contains its polysemous structure using stereotypes and myths such as good, obedient wives and patriarchal authority. The possibility of a positive understanding of the social identity of women must be read through a position defined by the male." (p.161) Therefore, it is argued that the connection between polysemy and social and political freedom does not place the public in a position of power equivalent to that which mass media authorities and institutions portray