1. Marxist Media Theory

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