Ownership and Control (Traditional Marxism)

Question 1

What doe traditional Marxists say the function of media is?

Answer 1

Miliband =

reproduce and legitimise class inequality to maintain capitalist rule using the ‘bread and circus’ approach.

Question 2

What does Marcuse say the ‘bread and circuses’ approach is?

Answer 2

Media is entertainment-orientated to distract the audience from important issues and exploitation.

Question 3

Who do traditional Marxists say owns the media?

Answer 3

Dominated by the bourgeoisie =

• they have the economic power to invest.

Question 4

Who do traditional Marxists say controls the media?

Answer 4

By the owners –> bourgeoisie.

Question 5

What does Miliband argue about control of media?

Answer 5

The owners ‘hire and fire’ managers if the don’t perform the proper functions of media.

Question 6

What evidence is there for Miliband’s claim?

Answer 6

The Sun =

• managers control day-to-day tasks, but Murdoch controls the political stances.
• he can fire managers who don’t comply with his politics.

Question 7

How do Neo-Marxists/Pluralists criticise traditional Marxists?

Answer 7

It’s not plausible to control an entire corporation.

• for example, Viacom gives an indication as to the difficulty of control through ‘hiring and firing’.