Marxist View Of Globalised Media And Pop Culture

Question 1

What does the Frankfurt School - Marcuse argue?

Answer 1

• globalised popular culture imposed upon ‘the masses’ by mainly American MNCs
• ‘The Masses’ are being exploited by pop culture:
  1. They pay money to consumer pop-culture they don’t really have a choice over
  2. ‘The masses’ are not critical of the dominant ideology, system and hierarchy/ remain in FCC

Question 2

What does Flew argue?

Answer 2

• internet and statellite TV = popular culture being made culture
• it has developed the extent to which we understand a shared global culture

Question 3

What does Sklair argue?

Answer 3

Microsoft and google allowed and supported spread of all of this popular culture

Question 4

What does Keller argue?

Answer 4

• global media and pop culture promotes lifestyle which people base their identity/lifestyle around
• this identity usually originates from America
• leads to culture homogenisation through the selling/consumption of culturally specific consumer products/services

Question 5

What does skylark argue? And a02?

Answer 5

American/western media spreads info, ideas, entertainment and pop culture to the globe
- ideas, values and products are spread areas the world
- acceptance of dominant ideology of western capitalist societies ‘ culture- ideology consumerism’

A02: premier league - un-critical of the system ( how rich and successful the footballers are )
- exploited for money ( buying football merch - making the owners rich )

Question 6

What does Fenton argue?

Answer 6

• this all equates to cultural imperialism
• ‘ America is normal, capitalism is normal ‘

Question 7

A03: Pluralist criticism: what does strinati argue?

Answer 7

• no such thing as mass culture, we all have individualism have out taste and minds
• we’re able to be critical non-passive thinkers

Question 8

A03: Pluralist criticism: what does livingstone argue?

Answer 8

• many soap operas eg: eastenders do engage audiences in challenging ideas about society
• present a range of different views and generate discussion and criticality eg: discussions about homophobia

Question 9

A03: Pluralist criticism: what does Tomlinson argue?

Answer 9

Not imperialism - people can choose what sort of culture they want to adopt, and kept the cultures that they want to keep
There cultural hybridisation not imperialism