Marxism andthe Media
Karl Marx, the founder of Maxist theory believed that the media and its messages could be used for good in the right hands. However, in the hands of what he called the dominant ideology the message could have a dangerously influential and controlling effect on the masses.
The Dominant Ideology
The ideological forces that determine how society functions. Marxists believe that all powerful institutions subtly control how we, the masses, conduct our lives within society.
The Media's message
Marxists believe that the media plays a significant part in controlling the masses and some would say as an institution it is a greater influence on society than religion, politics and the family (nature over nurture). The supposed subtle dominace with which the media control the masses is also known as hegemonic control.
Hegemony - Was an ideological concept first introduced by Itallian Marxist Antonio Gramsci. He believed that the media's message could perform a subtle indoctronation, influencing the manner in which society viewed the wold until the message becomes 'common sense', unchallenged by the masses. Hegemonic control is an acceptance of the 'status quo'.
Examples
The amount of coverage football gets in the media (especially compared to other sports) suggests that people should like it. During the world cup we are encouraged to get behind and support our country.
Lifestyle shows/ magazines make it seem normal to own high-end appliances and therfore support the capitalist economic system.
Michael Moore's documentary Fahrenheit 9/11 can be seen as counter hegemonic as it questioned the Bush administration, an administration that was supposedly elected by the majority of U.S. voters
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