marxism, hegemony, liberal pluralism and the media
TRANSCRIPT
Marxism & The Media
Capitalism• Before we can look at Marxism, we have to look at
the capitalist system.
• In groups of 2, create a definition or diagram for capitalism
Marxist view of capitalism
Proletariat (working class)
Bourgeoisie (upper & middle
classes)
Marxism• Created by Karl Marx
• Reaction to the appalling working conditions suffered by many as a result of the industrial revolution.
• Conflict between Rich & Poor
• Essentially it is a call for equality.
• As workers become educated they will revolt.
The Frankfurt School
• Key theorists: Adorno & Horkheimer
• Witnessed the ‘failure’ of Marxism in Russia
• Reasoned that the workers failed to gain equality due to the values placed on them by the cultural institutions that they had been bought up with.
Gramsci1891-1937
& the concept of hegemony
Hegemony: Exercise• Find a piece of video journalism on BBC iPlayer.
• Analyse the following:
• The voice of the journalist - which class would you say it represented?
• How might the voice of the newsreader contribute to our perception of the world and does it naturalise class divisions?
Chomsky & Herman (1988)
• The media manipulates populations to prevent them from rebelling against the powerful or dominant classes.
• This is achieved by ‘manufacturing consent’ which entails filtering certain information out.
• Not deliberate but driven by the need for profit and to appeal to consumers.
News Filtering
https://youtu.be/xYnpJGaMiXo
Criticisms of Marxism• Assumes audience to be passive. Remember Stuart Hall’s
reception theories disagree with this.
• Big advertising budgets don’t necessarily mean that people will engage with your media text.
• Marx took no account of gender differences.
• ‘False consciousness’ Marx argued that the proletariat would not know that they were being exploited
• Texts are polysemic and there are often contradictions in texts.
Liberal Pluralism• Challenges Marxist approaches
• Society made up of competing interest groups not dominated by a collective Bourgeoisie.
• Media is subject to the wishes of the consumer.
• Media conveys a range of views and opinions and the audience select and reject a range of opinions, values and ideologies.
Many opinionsFreedom
• It also suggests that the media can operate as an element of democracy as everyone is represented.
• The media provides an essential information service e.g. the acts of government or changes to the legal system.
• Watch the following clip of the Channel 4 TV show Gogglebox https://youtu.be/9vbQoBpIqfI
• Does this support a marxist or liberal pluralist view?
Gogglebox - channel4.com
https://youtu.be/9vbQoBpIqfI
Case Study:• With a partner, write down all of the things that you
can think of that would make You Tube an example of Liberal Pluralism.
• Do the same again, this time, from a marxist standpoint.
Liberal Pluralism
• Audience comments enable dialogue with each other and producer.
• Gives a voice to those without access to the mainstream media marketplace.
• Can serve the marginalised.
• Audience can experience greater range of ideas
Marxist Perspective
• Sells advertising space. The more popular channels will be charged at a premium. Youtube recommends / promotes certain videos.
• Youtube and their channel owners could said to be representing the Bourgeoisie telling you what is good and what is not.
• Much of the content is purely entertainment related and therefore manufactures consent via autoplay and subsequent passive watching patterns of many audience members.
Comparison:
Splash Pages
Promoted Videos
Typical Videos & Comments
Adverts that can’t be skipped