When we stand and force it, through its own wording, to another, in view of our message, communication, our communication is said to be . This means we have raised the other's attention to asking if they do not require immediate efforts to understand what we are saying. Critical philosopher Louis Althusser of hail action works well as an instrument of analysis in the context of communication research. This means that Althusser's conceptual framework provides a language through which to identify and determine the influence of mass media in the public domain. In Althusser's mind, the hegemonic ideology plays and actually mechanized the messages of mass media. This means that if ideologies exist in the very equipment and practice of the cultural institutions (the state) of the ruling forces, then these institutions should include the predecessor and the distributors of the mass media message in the laissez faire capitalist society. For example, we increasingly see the power of the media in shaping popularity, art and war messages. By using mass media, individuals do not recognize their submission; they are more likely to be involved in ritual exercises (for example, by voting in national presidencies or by American Idol for singers ) to be a person who acts according to their ideas. Rather than being a kind of static concept that the ruling rebel is to think and believe, ideology is a very dynamic process that is constantly reproduced and re-established in practice. Althusser mentions this change mechanism as interpellation .
According to the media, advertising is the perfect tool for understanding the process. For Althusser the interpolation begins – a warning to join the suggestion. Advertising can be a promise of this product, as the buyer has special and socially acceptable qualities – beautiful skin, envy for others, family security, etc. Based on these suggestions, the hail of the ad recruits subjects into their dominant system. The mass media message calls for it to emerge, gathering and consolidating the viewer and the attention of the viewer with the full acceptance of the ideological proposal and interpolating the interviews into the ideological system. Ultimately, successfully interpolated subjects can not accomplish their subject, only being freely chosen as part of the dominant ideology.
This does not mean that there is no resistance. Greetings can choose to follow the ideology or choose to oppose the messages; ie radical or rebel . However, they often have to face their resistance. Althusser points out that the engagement of alternative or opposition ideologies is "punished" by social social mistrust or ostracism. It is interesting, therefore, that popular mass media increasingly produce narratives that give the "beauty" of the radical voice. Indeed, in films such as V, Vendetta the hero saves the world with rebellion against the ruling power of popular media culture.  Finally, Althusser uses these definitions and interpretations, a philosophy that allows the mechanism of cultural power and the power to predict when such power takes place in a mass media environment. These are the forces that exist today everywhere and the strong forces of interpolation to which modern subjectivisation has to be cited.