Introducing Marxist Media Theory

A2 Media Studies

Media Issues, Debates and

Theories-

Objectives:

• Define and explain selected ideas from within Marxist theory.

• Demonstrate how these ideas can be used to help analyse media texts.

Background:

• Marx was an economic theorist who wrote during the 19th Century.

• His ideas deal with social and economic power relationships and have been influential in economics, politics and sociology and can be very useful for media students.

Key Ideas:• Power was held by a minority (the elite or bourgeoisie) who had

access to capital and could use their money and power to generate more wealth.

• The majority of the population (the mass or proletariat) had only their labour (strength and time) to help them make a living.

• Industrialisation had meant that the elite were the only ones who had access to the means of production.

• Without the ability to produce for themselves, the mass were dependent on the elite for survival.

• To maximise profits, the elite needed to get as much labour from the mass for as little cost as possible.

• The elite needed the mass to accept their position as powerless workers.

Mass

So, in effect…

Elite POWER

The Superstructure

Marx saw that certain structures act to support this financial power-base. The 2 main ways this can happen is via repression or ideologically.

THE ARMY

THE POLICE

THE LEGAL SYSTEM

Repressive Structures:Those that threaten to actwith force if rules are not upheld.

Ideological Structures:Those that act to construct the values and ideologies whichgovern the way people behave.

SCHOOLS

RELIGION

FAMILIES

I.S.A.s

Although Marx did not live to see the rise of the mass media in the 20th Century, Marxists came to see the media as part of the ideological power structure (the ideological state apparatus or ISA) and claimed the media was party to the construction and maintenance of ideas and values that supported the capitalist system.

False Consciousness

The ISA can work in a number of ways to create false consciousness - the belief in ideas and values as truths when in fact they are constructed ideologies which support the power base.

Exam Hint:

Theory is only useful if it is used to analyse media texts. Never simply describe theory - always relate the ideas of a theory to examples from texts to show how the theory helps to explain the meanings created by media texts.

Case Study: The Apprentice (2005-present: BBC)

• The Apprentice is a prolonged job interview where contestants compete against each other to be chosen for a job working for the entrepreneur Lord Alan Sugar.

• The fact that Sugar has all the power reinforces the ‘superior’ position of the capitalist elite.

• He has power as he has used the system to create wealth and he is shown using this power to provide a livelihood for the winner of the competition.

Case Study: The Apprentice (2005-present: BBC)

• All of the contestants are dependent on him for their survival in the show (and implicitly, beyond).

• The prize for the winner is a well-paid job and the winner will need to display the qualities that identify him / her as a potentially successful businessperson.

Case Study: The Apprentice (2005-present: BBC)Through the tasks and the judgements offered afterwards some clear values are identified:

Successful people need to be outgoing but not too extrovert. They must be adventurous in business terms but not reckless; confident but not arrogant and be both good leaders and team players.

These qualities are the ones that are rewarded by success within the show and can be seen to be part of the construction of a false consciousness regarding the personality types of people who are valued within the capitalist system. The creative, individual or introvert are not seen as ‘acceptable’ neither are those who challenge authority or who work outside team structures. People who do not conform to these norms are ‘fired’.

Case Study: The Apprentice (2005-present: BBC)

Given the media’s position as part of the superstructure of the capitalist system, texts can be analysed in terms of how they act to construct these values in their representations.