2. Karl Marx
• Karl Marx was a 19 th century philosopher,
socialist and economist whose ideas have had
a huge impact on cultural theory
• Marx believed that the most powerful force in
society was
– “the economic self interest of the dominant social
class and the struggle with ‘up & coming’ subordinate
classes”
(basically, the rich get richer while the rest get
left behind to struggle)
3. Classic Marxist Theory & The Media
• The classic Marxist theory approach to the
media is based on the assumption that the
media are tied to capitalism
• The owners of media companies/corporations
use their control over cultural production to
maintain the status quo (those in power stay in
power)
• The media reinforces the ideological messages
of those in power – the views of this group are
given a privileged position over other
viewpoints
4. Classic Marxist Theory & The Media
• How is the status quo reinforced?
• Concentration of media companies – placing power in the
hands of an elite few
• http://www.freepress.net/ownership/chart
• For example, TimeWarner have an annual income of
$29bn and own Warner Bros, Cartoon Network, CNN,
HBO and DC Comics
• By controlling so many outlets they gain control over
huge, diverse audiences and can shape entire cultures
and belief systems.
5. Antonio Gramsci & Hegemony
• Hegemony is the theory that a wealthy,
powerful elite maintain control over the lower
social classes and project their own ideologies
until the lower classes come to accept them as
normal, and even desirable
• This can be seen today as we are taught to
want things like a car, designer clothes, iPads
and smartphones, weightloss, and in many
cases, hair.
• Modern hegemonic theory states that as the
wealthy elite control our media, the media is
used to control us and maintain status quo
6. Antonio Gramsci & Hegemony
• Hegemony is the theory that a wealthy,
powerful elite maintain control over the lower
social classes and project their own ideologies
until the lower classes come to accept them as
normal, and even desirable
• This can be seen today as we are taught to
want things like a car, designer clothes, iPads
and smartphones, weightloss, and in many
cases, hair.
• Modern hegemonic theory states that as the
wealthy elite control our media, the media is
used to control us and maintain status quo
Notes de l'éditeur
Consider the current take over bid by Murdoch for BskyB