Theory 2 Marxism: Globalisation:

Question 1

Marxism:

Answer 1

A structural conflict theory which speaks upon the oppression and ideology of the legitimation of class inequality.

Question 2

AO1:Marxist view on the media:

Answer 2

• The manipulative or instrumentalist approach.
• The media is used as a tool of the ruling class to maintain their power and control. Ensuring that the working class accept the capitalist ideology.

Question 3

AO2: Miliband (1973):

Answer 3

Argues that the owners of the media share particular interests and ideas known as cultural capital.

Question 4

AO2: Cornford and Robins (1999):

Answer 4

The two Marxist thinkers argue that digital communication is presented as a new form of democratic, open communication which can lead to greater equality. Those who own the digital communication are capitalists; and their agenda is to make profit and to ideologically control the masses.

Question 5

AO2: Bagdikins (2014):

Answer 5

• According to Bagdikins, companies invest millions in different types of media for primarily two reasons: money and influence.
• The power of these companies is so great that they can strongly influence people’s political and social view.

Question 6

A02: Statistic: Supporting Bagdikins (2014) view:

Answer 6

• Time INC: 2.87 billion in media revenue.
• ITV: 3.33 billion in media revenue.
• Alphabet: 59.62 billion dollars in media revenue.
• The Walt Disney Company: 22.45 billion dollars in media revenue.

Question 7

De-regulation of the media and digital communication:

Answer 7

Marxist would suggests that the internet and digital communication is a way of entertaining people which presents no real threat to the existing capitalist society.

Question 8

Digital communication provides a new form of survelliance:

Answer 8

Private companies gather data on people’s social media as well their consumer habits and their ‘breadcrumbs’ and this is often without the consent of the person being monitored.

Question 9

AO3: Evaluation of Marxist ideas: Strengths:

Answer 9

• Despite how old this theory is, it still was able to offer a useful contribution to the role of digital forms of communication within a global context.
• Globalisation has led to the spread of capitalist ideology and new opportunities to make profit.
• Its pessimism suggests that it simply offers a new and sophisticated way for the ruling class to ideologically control and watch the working class masses.

Question 10

AO3: Evaluation of Marxists ideas: Weakness:

Answer 10

• Globalisation has resulted in class being just one part of many that shapes our identity.
• Digital forms of communication allows people to challenge the ruling class through more interactive participation in public issues and the news.
• Digital forms of communication has led to protests, challenging inequality.