semiotic, linguistic, and discursive orientations
critical orientations
While there are multiple ways to define ideology, for our purposes the most general will suffice—an ideology is a belief/value system that functions to maintain or challenge the existing order. This implies a relationship to power as a central feature of an ideological orientation to the world but does not restrict ideology to the early Marxist sense as “false consciousness.” Ideology may be theorized as distinct from rhetoric in that its expression is merely a by-product of its attitudinal perspective. [Source: Encyclopedia of Communication Theory; Ideological Rhetoric]
ideological rhetoric
concepts
rhetorical orientations