OWNERSHIP- MARXISM 3 Flashcards
role of ideology
social media is a social institution that transmits and controls the masses
tradiotnal marxist argue the media is controlled and owned by small group of people(concerntrated)
dominant idoelogy is akin to dominant class (bourgeois )
classical marxist theory
ruling class that own and control the media have intreats to portray capitalism in a positive light (false consciousness never see the true extent and cause of their poor treatment)
millband> media is a tool
used by dominant group (white mc male) to contorlmasses and convince them of the wide spread inequality are inevitable in capitalist society, suggest media is ‘opium of the people’
millband> also control economically
journalist have little choice in their work and must produce what their bosses want to keep job so content is baised.
traditional amrxist assume audience is passive, unthinking who swallow every biased report
Frankfurt school
media plays a key role in helping the wc through ‘bread and circus approahc’
they deliberately make sure that media output is mainly entertainments orientated so people are kept happy and docile, unaware of their poverty and exploitation eg love island
A02 CASE STUDY
THE ITALIAN MEDIA INDUSTRY
ex priminister silvo Berlusconi owneed 3 tv channels which had audience figure of 40% of Italian population, he used media outlet to help him win the election 1994
A02; curran media time line 1920-50
press barons such as lord beaverbrok who owned express newspaper group openly stated their ideological intentions. eg beaver brook said ‘ I run the daily express for the purpose of making propaganda with no other motive’
EVAL: :( -currans argument
can be challenged as corporations are more focused on profit, not politics and conglomerates compete against eahcother which adds to the complexity
EVAL :(- public demand
media must satisfy public demand to stay in business> content mirror what the audience wants so borugious don’t inflict their ideas and control the media
eval :( journalist
fails to see the journalist dedicate careers to exploit members of establishment who absue their power> undermines ifnleucne of media owners and gives more power to masses
EVAL :)
recognises people do have a choice, but by watching entertainment keeps people happy unaware of their exploitation, and identities the class differences and power in media .
