Ownership and Control (neo-Marxism)

Question 1

What do neo-Marxists say the function of mass media is?

Answer 1

1). Agree with traditional Marxists =

media is spreading a dominant ideology to justify inequality.

Question 2

Who discussed hegemony as a function of mass media?

Answer 2

Gramsci =

values of the ruling-class are accepted as common sense.

Question 3

Who do neo-Marxists say owns the media?

Answer 3

Bourgeoisie (same as traditional Marxists).

Question 4

Who do neo-Marxists say control the media?

Answer 4

Owners but indirectly through hegemony.

Question 5

How do gatekeepers naturally support the owners’ capitalist values?

Answer 5

ISA =

• they have been brought up in hegemony.
• so they transmit news that naturally supports capitalism as they view is as common sense.

Question 6

What does Miliband say about the ‘spectrum’ of views in the media?

Answer 6

Most views come from a moderate spectrum.

• anything radical is labelled as ‘loony’ as it doesn’t support capitalism.
• for example, The Sun attempted to say Russell Brand was an idiot for challenging social discrimination.

Question 7

What example does Marcuse give for hegemony?

Answer 7

Escapism, consumerism and greed =

• soaps and quiz shows to promote capitalist ideologies.

Question 8

What criticisms are there of neo-Marxism?

Answer 8

1). Stuart Hall =

suggests this is too simplistic and some people may negotiate or reject media content.

2). Darknet =

this allows for ‘loony’ views.

3). Pluralists =

say that consumerism, escapism and greed are driven by the market mechanism.