Neo Marx Perspectives

Question 1

Which Marx groups is also known as the ‘hegemonic approach’ or the ‘dominant ideology approach’?

Answer 1

Neo-Marxists

Question 2

STRENGTHS of the dominant ideology/hegemonic approach? (3)
(media owners
journalists, media managers and editors
range of content..)

Answer 2

1) This approach recognizes that owners are often not involved in the day to day running of their media businesses
2) Recognizes the professional independence of the MEDIA MANAGERS, EDITORS and JOURNALISTS. They are not SIMPLY MANIPULATED by media owners.
3) Recognizes that there can be a range of media content to attract audiences, some of it critical of the dominant ideology.

Question 3

WEAKNESSES of the dominant ideology/hegemonic approach? (4)

underrates power, careers dependent on…ignores gatekeeping…little real..

Answer 3

1) However, this approach underrates the power and influence of the owners. Owners do dismiss managers and editors who step too far out of line//journalists’ careers dependent on gaining approval of their stories from editors.
2) Ignores GATE KEEPING and AGENDA SETTING -SOME ITEMS are DELIBERATELY EXCLUDED from being reported in the media, audiences are encouraged to think about some events rather than others.
3) Little real choice of media content bcus newspapers and TV programmes produced within a FRAMEWORK of DOMINANT IDEOLOGY (suggests a direct manipulation of audiences)
4) Journalists news values sazsa