sociological approaches: new media

Question 1

Marxism

Answer 1

• media reinforces the dominant position of the ruling class in a capitalist society and affirms the patterns of power that exist
• this creates an ideological smokescreen that persuades the working class to accept their position in society.

Question 2

ruling class hegemony

Answer 2

Marxists believe that the media is owned and controlled by the ruling class and those who own the media will directly influence the content to reflect their interest
- this maintains ruling class hegemony and feeds into the proletariat’s false class consciousness

Question 3

socialisation of journalists

Answer 3

• they also argue that journalists are socialised in the dominant ideology and will therefore reflect the values of the ruling class
• journalists will go along with the owner’s views as they depend on them for their jobs.

Question 4

neo marxism

Answer 4

the media emphasises the power of ruling class hegemony
- ideology is spread because the journalists accept it and believe it to be reasonable to do so.
- they argue that the media is controlled by the journalists
- journalists are socialised into the dominant ideology so therefore will reflect the values of the ruling class
- however this bias in unintentional, it is a by-product of the journalist’s socialisation.

Question 5

pluralism 1

Answer 5

differ from Marxists. Argue that ideological domination in the media is prevented for several reasons.

Question 6

pluralism 2

Answer 6

preventing ideological domination
- the diversity of the mass media products, the different platforms for broadcasting and the range of pressures that influences the production of the media serve to ensure that ideological domination cannot take place.

Question 7

consumer choice

Answer 7

Pluralists argue that consumer choice will dictate the content of the media and all tastes are catered for

Question 8

Pluralism 3

Answer 8

they point out the media is
- owned by different organisations
- regulated by the government
- content is controlled by consumer choice

Question 9

Profit

Answer 9

• owners wont profit and need an audience so they provide the audience with what they want

Question 10

journalists

Answer 10

journalists have independence and are not manipulated by the owners