The Media & Ideology
- Created by: alicegrieve
- Created on: 13-02-18 11:58
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- The Media & Ideology
- Ideological role of the media
- Concerned with the extent to which the media socialises audiences into a particular view of the world
- media can be seen to manufacture consensus around a central set of views
- can be achieved through the media production of messages which the audience receive & respond to
- This response expected by media companies is what MORLEY deems a 'preferred' or 'dominant' reading
- Marxism
- see society as having a dominant ideology that justifies the inequalities in society
- Althusser believed ideology was spread throughout society via social institutions, which he claimed were units of ideological state apparatus
- Althusser asserted that these ideological institutions induced the masses into a state of false consciousness
- Instrumental/Manipulative (similar to traditional Marxism)
- owners have direct or indirect control over media content
- audiences are passive & unquestioning
- direct control = directly telling writers what to cover
- indirect control = hiring like minded people, allocation of resources
- Curran & Seaton = sun newspaper backed a succession of prime ministerial candidates favoured by Murdoch
- journalists self-censorship covering stories that will be published & sell
- Harold Evans = murdoch intervened / overruled his editorial control
- Ideological/ Hegemonic (similar to neo-marxism)
- Media content is produced by writers, journalists etc.
- Glasgow University Media Group
- Audiences are active & engaged with media content BUT come to accept the dominant ideological messages over time through decoding media messages
- Evaluation
- user generated media allows audiences to respond to media content. it's outdated as it underestimates this
- diversity of media outlets & info sources which present a diversity of views
- personal experiences & individual opinion are going to have an impact on your world view/ perception of things
- Ideological role of the media
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