2. Marxists Ownership & control of the media

Question 1

Outline the Marxists view on Ownership & control of new media

Answer 1

Marxist Instrumentalist theory holds that media owners control media content, and that the media performs ideological functions. The primary role of the media is to keep a largely passive audience from criticising capitalism and thus maintain the status quo.

• The media is owned by members of the Bourgeoisie, Bourgeois owners instruct editors & journalists to put across particular messages to the audience. These messages spread the dominant ideology which seeks to justify the power & privilege of the Bourgeoisie, through this the media is able to contribute towards creating false class consciousness

Question 2

Outline Ralph milibrand direct control of the media(marxist approach)

Answer 2

Ralph Miliband argued editors & Journalists in newspapers depend on owners for their job thus will not use autonomy( make your own decisions) and will resist the dissemination (action of spreading something,) of Bourgeois ideology.

Question 3

Give examples of Owners controlling media content (Marxism)

Answer 3

• Richard Desmond(former owner of express) regularly visited newspaper offices making demands of what should be included
• Curran (2003) , “press barons” were open about their propagandist role & there were more Conservative supporting Newspapers reflecting them serve the interest of their wealthy owners.
  He argues that in late 20th Century & today owners are more interventionist, Rupert Murdock being the example of this
• e.g of Murdoch’s control -all of his news outlets supported the Iraq War in 2003, a war which he personally supported. It’s unlikely that all the editors of all his newspapers globally shared this view.

Question 4

How do Neo-marxists criticise tradsitional marxist perspective

Answer 4

Neo-Marxists criticise trad marxists, arguing the Bourgeoisie owners of media companies do not have time to Micro-manage media content, but trad marxists suggest owners ensure their media companies project views & disseminates an ideology that supports their interests. In reality, Neo marxists argue owners have so many business interests, leaving real control of media content down to editors

Question 5

How do pluralists criticse Traditional marxists

Answer 5

Pluralists argue that owners are predominantly businessman, not editors.
Whale(1997) argues “media moguls” are busy dealing with global business matters, not what story to run in national newspapers.
Pluralists argue if the aim of media owners is to make more money then their interest in the content of the media does not relate ideology or politics but of what will sell,
even Curran(who supports marxists) argued that murdocks intervention in his publications are based on commercial needs & sales rather than being part of ISA