the sociology of mass media: introduction to neo-marxism; the glasgow university media group
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The sociology of mass media: Introduction to neo-Marxism; The Glasgow University Media GroupTRANSCRIPT
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The Sociology of Mass Media
An introduction to the neo-Marxist perspective
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Neo-Marxism reviewed…
• A late-modern interpretation/adaptation of traditional Marxism
• Cultural superstructure still loosely based on the “guiding string” (Williams, R. 1961) of economic infrastructure (base)
(left) traditional Marxism’s infrastructure-superstructure model of economy and culture
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• Chance (randomness), and individual autonomy (freedom
of action) mean there much in the superstructure
doesn’t correspond to individual/groups’
market position or economic class
see Williams, R. (1961) quote p735
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.- Social class/identity as not solely, directly based on economic
capital; cultural capital associated with the lifestyle habitus of social groups makes things more complex (Bourdieu, P. 1984)
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• much overlap between cultures, and
alternatives to the dominant ideology (Williams, R. 1961)
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.• Individuals often deliberately counter the dominant
ideologies…(although even this can be viewed sociologically as having a pro-capitalist function) (Willis, P. 1986)
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.• Individuals do experience a false consciousness- they are
blinded to the reality of their own experience by a ruling-class dominated cultural superstructure and dominant ideology…but they also semi-aware of this reality, and
sometimes choose whether to live by it or not…dual consciousness Gramsci, A.
(1971)
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• Alongside its less structuralist outlook, less based on some
idea of a deliberate, ingenious and secretive scheme of the ruling classes; rather the unfair, exploitative reality as largely unplanned inevitable result of free individual actions in the capitalist marketplace
(Left) Ne0-Marxism avoids “conspiracy-based” grand-plan theory
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Neo-Marxism and the Mass MediaThe Glasgow
University Media Group
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.Neo-Marxism: less emphasis on a deliberate, planned “logic of capitalism” in explaining content and effect
Rather, dominant ideology is reproduced naturally; the pursuit of economic interests
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The G. U. M. G. influenced by Frankfurt scholars e.g. Adorno, who referred to the culture industry as the automatic result of capitalism
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Cultural hegemony of the ruling groups is maintained
(below) White, middle-class, male: cultural hegemony
The culture industry reflects the interests of the dominant groups; and largely ignores less empowered groups
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The masses are being duped by white, middle-class male advertisers, journalists, editors, producers etc …. But this is to maximize audiences and revenues; not at the request of governments
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.• The GUMG point out that the 2006 Sutton Trust report found that journalists, editors and advertising chiefs were +50% privately educated…
• …in a country where only 7% are
• Of the “top 100” journalists, 54% privately educated (up from 49% in
1986)
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.• GUMG ask: is this healthy for
society?
• Journalists and broadcasters tend to hold centre-right/centre-left views; unthreatening to the status quo (but still interesting enough to sell)
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.• Those who hold further-left/right views seen as “extremists” and given as much airtime/column inches
• That which is broadcast is often criticized or ridiculed
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.Journalistic consensus and
agenda setting
Inoffensive value consensus of journs. and broadcasters dictates which issues to address and avoid
The GUMG says this creates a too-narrow field of discussion; ignoring the “real issues” or clouding our vision of them
Viewers more likely to be made angry by events in a soap opera or football match than about poverty or exploitation
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Declining role of public service broadcasting
• GUMG argue that state-owned media e.g. BBC is lowering its standards; more commercialized and populist
• Largest audiences achieved by finding the lowest common denominator in terms on content
• This means more soap operas, reality Tvand sport…less hard-hitting documentaries and case studies
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