1. Key Media theory
A2 MEST 3 revision

2. Marxism
A development of the ‘political-economic’ perspective of Media.
Marxism: based on the writings of a 19th century philosopher and social activist Karl Marx. His writings were a response to the extremes of poverty and exploitation he witnessed in the years after the British Industrial Revolution.
Marx argued that in a capitalist society the most important and fundamentally antagonistic divisions are along class lines and there are two fundamental classes

3. Capitalism = domination of proletariat to pursue profit.
Proletariat – or workers who have to sell their labour to survive
Bourgeoisie – those who own the range and means of production/capital (wealth, factories, shares, property)
There are divisions and tension between these two classes and in contemporary society people following Marx’s views would suggest the Bourgeoisies also includes the Middle Class who, although they do not own capital, identify and serve the interests of those who do.
Capitalism = domination of proletariat to pursue profit.

4. Hegemony
Antonio Gramsci (1920s) used Hegemony to explain how popular culture contributed to the manufacturing of consent for bourgeoisie power within capitalist societies.
Hegemony is the ‘common sense’ division and acceptance of power relations in society. This can be gender, sexuality, race – any social role that is perceived as ‘common sense’ and represented as thus is hegemony.

5. Chomsky & Herman (1988)
Argue that the media manipulates populations to prevent them from rebelling against the powerful or dominant classes (or Bourgeoisie according to Marx).
This is done through ‘manufacturing consent’ by filtering available information through the media and therefore controlling the audience’s ideas and thoughts.
Chomsky and Herman don’t feel that this done deliberately or conspiratorially, but is done through a media institution’s own censorship of what is included in media texts.
This if often based on the media institution’s need for profit and to appeal to consumers

6. Liberal pluralism
This challenges Marxist approaches as it sees society as being made up of competing interest groups, rather than seeing society as dominated by bourgeoisie.
Liberal pluralism does not understand media as operating to maintain the hegemony of the bourgeoisie, but rather the media is perceived to be subject to the wishes of its consumers.
LINK: ‘market-liberalism’ approach

7. Suggests that media audiences select and reject from a range of opinions, values and ideologies offered by them by the media.
LINK: active audience
Also suggests that the media can operate as a crucial element of democracy. This is done through the reporting of events.