1. Globalisation & the digital social world
The Marxist view
Globalisation & the digital social world

2. REVISION Hyper dermic syringe theory
Which arguments challenge this theory?

3. Remember
The Marxist view of digital media is merely an extension of their view of the traditional mass media.
As part of this week`s homework I will expect you to do some reading and complete a literature review and critical report summarising Marxist theory relating to the mass media.

4. In Summary…. Pp9-11 of year 2 course textbook
Media Convergence refers to an increasing number of ways to access the media through digital devices such as mobile phones, tablets etc.
This assists capitalism as it increases ways in which companies can market and advertise their products. Advertising can be specifically tailored. Companies use your browsing history to predict what you are likely to be interested in. In other words there are more opportunities for profit.
Marxists argue digital technologies have increased the way that the capitalist ruling elite can ideologically control people.
What is meant by ideological control?
What is capitalist ideology?
For example acceptance of capitalism and inequalities justified.
Consider examples of how the media justify inequalities linked to social class or gender or example.

5. De-regulation of the media and digital communication
p10
In other words lack of control, despite call or legislation to prevent this.
Marxists argue that the internet and other forms of digital communication are yet another method of surveillance, a subtle form of control/regulation.
No economic interests in protecting the vulnerable.
Digital media acts as a distraction that is `safe` or capitalism. People are less likely to challenge capitalism. Think ` religion is the opiate of the masses.` Karl Marx.

6. Digital communication provides a new form of surveillance.
Refers to concerns over monitoring of digital communication of individuals by the state.
Monitoring social media
Monitoring `breadcrumbs` - movements around the internet, the concern is that this is without consent.

7. Activity
Read study – Cornford & Robins (1999) summary on p9 – The continuation of power being concentrated in the hands o the few.
Read Guardian article summarised on p 10 – Murdoch media to control over a fifth of UK news consumption.
Summarise each in your books and answer QU 1,2 & 3 on p10 in detail
Then p11 read and summarise the extract of the Snowden report on p11 and answer questions 1 & 2.