Neo-Marxist View Flashcards
Gramsci
Takes a hegemonic view and believes that through the spread of ruling class ideology other social classes are persuaded to accept that the values and beliefs are reasonable and normal and former consensus. This enables the ruling class to rule with consent of those they rule over.
Media managers - GMG
Media managers and journalists have some professional independence, but they still genuinely support the dominant ideology by choice. The Glasgow media group found that most journalist tend to be white middle-class and male and their socialisation means they share the hegemonic view. This they report information that does not challenge the status quo of the dominant ideology. The audience is presented with a limited range of views.
News values
They recognise medium managers and journalist need to attract audiences to be successful. There some journalists seem to challenge the dominant ideology through reporting on government corruption and wrongdoings in order to attract audiences and maintain the pretence that routine media is generally objective and unbiased.
Gatekeeping
Some items are deliberately excluded from reporting in the media such as the London riots in 2011 which is focused on the damage of the riots but not why people are rioting in the first place to distract audiences attention from the issues that could challenge the dominant ideology.
Audiences
Audience are unconsciously persuaded to see the dominant ideology as a consensus and overtime this reinforces and encourages continued acceptance and maintenance of ruling class ideology and hegemony in society
Role of owners
Is to influence and persuade media content, but they do not take direct control like traditional Marxist think. Owners cannot have a full day to control it would be impractical.
Weakness - Pluralists
The rise of digitalised global media and the Internet has undermined the traditional influence of media owners and put more control of media content into the hands of media users.
