Shifting the frame only slightly, the choice of a theory from among the range of always ideologically founded theories is itself necessarily ideologically motivated. Positioning is unavoidable; positioning is the result of choice from among a range of possibilities; that choice is socially meaningful - it is ideological.
Gunther Kress, Multimodality: A Social Semiotic Approach to Contemporary Communication: Exploring Contemporary Methods of Communication
education, media-studies, social-semiotics, theoritical-frameworks