Marxist view on media
- Created by: ecotts
- Created on: 30-12-17 11:19
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- Marxist View on Media
- Intro
- The media are an ideological state apparatus
- Marx
- It communicates a dominate ideology to the people which justifies the positives of the bourgeoisie and the negatives of the proletariat
- Althusser
- It creates a false consciousness where by the the proletariat don't know they are being exploited
- Marx
- Morely
- The values and ideas produce messages that they want the audience to believe
- This is called preferred or dominate reading
- The values and ideas produce messages that they want the audience to believe
- The media are an ideological state apparatus
- Views of the ownership of the media
- The manipulative/Instrumentalist approach
- Role of the owners
- Owners have direct control over media content
- They shape the messages to the dominant ideology
- Marcuse
- They control W/C by making the media distract them from the real issues- exploitation/ poverty
- Owners have direct control over media content
- Media content (messages)
- They follow the dominate ideology to convince that the ruling class it the truth and fact
- It does not encourage people to be critical of the capitalist system
- Role of Media managers/ journalist
- They have no control as owners have set boundaries
- They produce one sided content avoiding judgement
- They have no control as owners have set boundaries
- View of audience
- They are passive, and unthinking robots
- They are only exposed to the ruling class ideology it makes them manipulated and unable to make own opinions
- Criticism
- Audiences aren't gullible or easily manipulated
- They are able to reject, accept and interpret the media messages
- Neophilliacs
- The rise of citizen journalism has undermined traditional media as it give the power to the audience
- Audiences aren't gullible or easily manipulated
- Role of the owners
- The dominant ideology or hegemonic approach
- Role of the owners
- It recognises that the owners have power and may influence media but they rarely have direct control
- Media content (messages)
- It follows the dominant ideology
- However there may be some critical points in order to attract an audience
- It follows the dominant ideology
- Role of Media managers/ journalist
- Jones
- They are powerful group aiming to protect there dominant position by making sure no-one threatens ideology
- They have independence from owners by working within a framework set, to attract audience
- Jones
- View of audience
- They are encouraged to think about certain events rather than others- Agenda setting
- They are persuaded to see the dominant ideology as a consensus creating hegemony
- Criticism
- Glasgow media Group (GUMG)
- It presents capitalism as the norm not giving important information that would help society
- It underrates the power and influence of owners who appoint and dismiss owners
- The agenda setting and gatekeeping means there is little freedom on the media produced
- Glasgow media Group (GUMG)
- Role of the owners
- The manipulative/Instrumentalist approach
- Intro
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