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MARXISM, CULTURAL
HEGEMONY
...AND THE EFFECTS
THEORY
CONSIDER BOTH
SIDES…
(LIST 3-5 FOR EACH)
Positive
• Media has a positive
influence on us because….
Negative
• Media has a negative
influence on us because…
DOMINANT IDEOLOGY
AND THE MEDIA
An ideology is a belief system
that is constructed and then
embedded in the public
consciousness by the media.
Media texts represent the world
usually in order to support a
dominant ideology.
SOME DOMINANT
IDEOLOGIES
Patriotism. To love, support and
protect one’s country and its
people.
Marriage and family. The
“right way” to live is to marry
an opposite-sex partner and
have children.
Capitalism. The production of
capital and consumption of
surplus value as a life goal.
Patriarchy/Male superiority. Men are
more suited to positions of power, and
more suited to decision-making at work
and at home.
MARXISM
Marxism is a political ideology for how to
change and improve society by
implementing socialism.
It was originally developed in the early to mid
nineteenth century by two German émigrés
living in Britain, Karl Marx and Friedrich
Engels.
Marxism is based upon a materialist
interpretation of history – social groups are
driven by creating and maintaining wealth.
Karl Marx
Friedrich Engels
CLASS STRUGGLE
Marx and Engels identified the struggle
between different classes.
Marxists believed that capitalism, the currently
dominant form of economic management,
leads to the oppression of the proletariat (the
working class) who, not only make up the
majority of the world's population, but who
also spend their lives working for the benefit
of the bourgeoisie (the wealthy ruling class in
society).
Workers
(Proletariat)
‘Fat Cats’
(Bourgeoisie)
To correct this inequality between the
bourgeoisie and the proletariat,
Marxism sought a proletarian
revolution, when the proletariat take
control of government, and then
implement reforms to benefit their class.
Such a system is socialism, although
Marxists believe that eventually a
socialist society would develop into an
entirely classless system, which is
known as communism in Marxist
terminology.
MARXISM
Marx died in 1883 but his ideas still have a resonance
today. Marx was an economist and philosopher and wrote
his Communist Manifesto in1848. In it he advocated
workers across the world should unite against their
oppressors, the ruling classes, who were also their
employers.
He wrote: ‘Workers of all lands unite, you have nothing
to lose but your chains’.
His ideas were so influential they led to the development of
Communist political systems around the world.
Yet, unfortunately these systems were never fully realised
– even in so-called ‘communist’ countries such as China,
North Korea and Cuba.
FALSE
CONSCIOUSNESSSocial institutions like the mass media play a key role
in ensuring that the working class (proletariat) remain
happy with their situation despite the inherent
unfairness of the system.
Marx described the situation in which members of
the subordinate classes cannot see that they are
being duped as ‘false consciousness’.
In Marxist terms, ideology can ultimately be identified
as the lies, deceptions and misinformation given to
the working classes in order to maintain the state of
‘false consciousness’.
APPLYING MARX TO THE MASS
MEDIA TODAY
When Marxists apply this ideology to
the mass media they will argue:
• The institutions of the mass media are
owned by the ruling classes (e.g.
Rupert Murdoch, Richard Branson)
• These institutions are used to
indoctrinate the masses into believing
capitalism is good for all
• Media industry workers are exploited
just as other workers
• …therefore the mass media exists to
serve the ideological interests of the
ruling class.
MARXISM BEYOND
MARX
‘Marxism’ does not just refer, however, to the ideas
generated by Marx himself, but to a huge body of
work created by numerous academics, scholars and
revolutionaries who have adopted Marx’s ideas...
ANTONIO GRAMSCI
One example of this is Antonio Gramsci
(1891 – 1937). He was an Italian political
theorist. A founding member and onetime
leader of the Communist Party of Italy, he
was imprisoned by Mussolini's Fascist
regime.
He is renowned for his concept of cultural
hegemony as a means of maintaining the
state in a capitalist society.
HEGEMONY
Hegemony is the way in
which those in power
maintain their control.
Dominant ideologies are
considered hegemonic;
power in society is
maintained by
constructing ideologies
which are usually
promoted by the mass
media.
GRAMSCI AND
HEGEMONY
In "advanced" industrial
societies hegemonic
cultural innovations such
as compulsory schooling,
the mass media, and
popular culture have
indoctrinated workers to a
false consciousness.
CULTURAL HEGEMONY
Cultural hegemony is the philosophic and
sociological concept that a culturally-diverse
society can be ruled or dominated by one of
its social classes.
It is the dominance of one social group over
another, e.g. the ruling class over all other
classes.
The theory claims that the ideas of the
ruling class come to be seen as the norm;
they are seen as universal ideologies,
perceived to benefit everyone whilst only
really benefiting the ruling class.
THE EFFECTS THEORY:
• The idea that the media can have an effect
over its audience- this is often discussed in
terms of negative effects.
• Thought of as what the media does to its
audience.
HYPODERMIC NEEDLE THEORY:
• A theory that suggests that the media ‘inject’ its audience
with its ideas like a passive patient rather than a critical and
active consumer.
• The focus here is on the fact that we
don’t choose to believe certain things;
the media chooses for us.
THE EFFECTS MODEL
The Bobo Doll Experiment
This was conducted in 1961 by Albert Bandura
THE EFFECTS MODEL
•The Effects Model (backed up by the
Bobo Doll experiment) is still the
dominant theory used by politicians,
some parts of the media and some
religious organisations in attributing
violence to the consumption of media
texts.
THE EFFECTS MODEL
• Key examples sited as causing or being contributory factors
are:
• The film A Clockwork Orange (1971) in a number of rapes
and violent attacks
• The film Child’s Play 3 in the murder of James Bulger in 1993
• The game Manhunt in the murder of Stefan Pakeerah in 2004
by his friend Warren LeBlanc
• The film Severance (2006) in the murder of Simon Everitt
THE EFFECTS MODEL
• In each case there was a media and political outcry for the
texts to be banned
• In some cases laws were changed, films banned, and
newspapers demanded the burning of films
• Subsequently, in each case it was found that no case
could be proven to demonstrate a link between the text and
the violent acts
THE EFFECTS MODEL
The Effects Model contributes to Moral Panics
whereby:
• The media produce inactivity, make us into
students who won’t pass their exams or
‘couch potatoes’ who make no effort to get a
job
• The media produces violent ‘copycat’
behaviour or mindless shopping in response
to advertisements
WHAT ARE THE WIDER
IMPLICATIONS?
Moral panics!
THEORIST - STANLEY
COHEN (1972)
• Studied youth groups in 1960s.
• A moral panic occurs when society sees itself threatened by
the values and activities of a group who are stigmatised as
deviant and seen as threatening to mainstream society’s
values, ideologies and /or way of life.
• Mods & Rockers (1960s), football hooligans, muggers,
vandals, mobile-phone snatchers...
Lesson 7 Marxism and cultural hegemony
WORKING CLASS MALES
• Represented as yobs.
• Stuart Hall (1978) argues that the negative representation of
young people is deliberate as it justifies social control by
authority figures such as the police and government. The
media has a key role in this ‘social production’ of news.
JAMIE BULGER
(2000 – 2003)
No evidence was presented
that either boy had watched
‘Child’s Play 3’. The judge
made the connection and this
was picked up by the tabloid
press. It led to a change in the
law so the BBFC now has to
take into account ‘the influence’
of videos as well as their
content.
GEORGE GERBNER:
CULTIVATION THEORY (1986)
• States that the more time people spend
'living' in the media world, the more likely
they are to believe the representations they
are exposed to.
• The repetitive pattern of mass-produced
media messages and images influences
people’s understanding of the world.
• Mean World syndrome – people believe
the world is harsher and more violent than it
actually is.
• ‘Normalised’ violence - desensitisation
HYPODERMIC NEEDLE
THEORY• The media inject messages into their audiences
• The audience is seen as passive and unable to resist these media messages
• Theory associated with Marxism academics - Marxists are traditionally hostile to the
media – seeing it as vehicle to enable ruling class to maintain their dominance over
society
• The theory first articulated in a different era to our own – a time when the mass
media was still relatively new
• Effects young minds – Bobo Doll experiment
• Continues to apply to today: creates Moral panics
• Also creates feelings of ‘I want it’ / ‘I must have it’ / ‘I must look like this’.

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Lesson 7 Marxism and cultural hegemony

  • 2. CONSIDER BOTH SIDES… (LIST 3-5 FOR EACH) Positive • Media has a positive influence on us because…. Negative • Media has a negative influence on us because…
  • 3. DOMINANT IDEOLOGY AND THE MEDIA An ideology is a belief system that is constructed and then embedded in the public consciousness by the media. Media texts represent the world usually in order to support a dominant ideology.
  • 4. SOME DOMINANT IDEOLOGIES Patriotism. To love, support and protect one’s country and its people. Marriage and family. The “right way” to live is to marry an opposite-sex partner and have children. Capitalism. The production of capital and consumption of surplus value as a life goal. Patriarchy/Male superiority. Men are more suited to positions of power, and more suited to decision-making at work and at home.
  • 5. MARXISM Marxism is a political ideology for how to change and improve society by implementing socialism. It was originally developed in the early to mid nineteenth century by two German émigrés living in Britain, Karl Marx and Friedrich Engels. Marxism is based upon a materialist interpretation of history – social groups are driven by creating and maintaining wealth. Karl Marx Friedrich Engels
  • 6. CLASS STRUGGLE Marx and Engels identified the struggle between different classes. Marxists believed that capitalism, the currently dominant form of economic management, leads to the oppression of the proletariat (the working class) who, not only make up the majority of the world's population, but who also spend their lives working for the benefit of the bourgeoisie (the wealthy ruling class in society). Workers (Proletariat) ‘Fat Cats’ (Bourgeoisie)
  • 7. To correct this inequality between the bourgeoisie and the proletariat, Marxism sought a proletarian revolution, when the proletariat take control of government, and then implement reforms to benefit their class. Such a system is socialism, although Marxists believe that eventually a socialist society would develop into an entirely classless system, which is known as communism in Marxist terminology.
  • 8. MARXISM Marx died in 1883 but his ideas still have a resonance today. Marx was an economist and philosopher and wrote his Communist Manifesto in1848. In it he advocated workers across the world should unite against their oppressors, the ruling classes, who were also their employers. He wrote: ‘Workers of all lands unite, you have nothing to lose but your chains’. His ideas were so influential they led to the development of Communist political systems around the world. Yet, unfortunately these systems were never fully realised – even in so-called ‘communist’ countries such as China, North Korea and Cuba.
  • 9. FALSE CONSCIOUSNESSSocial institutions like the mass media play a key role in ensuring that the working class (proletariat) remain happy with their situation despite the inherent unfairness of the system. Marx described the situation in which members of the subordinate classes cannot see that they are being duped as ‘false consciousness’. In Marxist terms, ideology can ultimately be identified as the lies, deceptions and misinformation given to the working classes in order to maintain the state of ‘false consciousness’.
  • 10. APPLYING MARX TO THE MASS MEDIA TODAY When Marxists apply this ideology to the mass media they will argue: • The institutions of the mass media are owned by the ruling classes (e.g. Rupert Murdoch, Richard Branson) • These institutions are used to indoctrinate the masses into believing capitalism is good for all • Media industry workers are exploited just as other workers • …therefore the mass media exists to serve the ideological interests of the ruling class.
  • 11. MARXISM BEYOND MARX ‘Marxism’ does not just refer, however, to the ideas generated by Marx himself, but to a huge body of work created by numerous academics, scholars and revolutionaries who have adopted Marx’s ideas...
  • 12. ANTONIO GRAMSCI One example of this is Antonio Gramsci (1891 – 1937). He was an Italian political theorist. A founding member and onetime leader of the Communist Party of Italy, he was imprisoned by Mussolini's Fascist regime. He is renowned for his concept of cultural hegemony as a means of maintaining the state in a capitalist society.
  • 13. HEGEMONY Hegemony is the way in which those in power maintain their control. Dominant ideologies are considered hegemonic; power in society is maintained by constructing ideologies which are usually promoted by the mass media.
  • 14. GRAMSCI AND HEGEMONY In "advanced" industrial societies hegemonic cultural innovations such as compulsory schooling, the mass media, and popular culture have indoctrinated workers to a false consciousness.
  • 15. CULTURAL HEGEMONY Cultural hegemony is the philosophic and sociological concept that a culturally-diverse society can be ruled or dominated by one of its social classes. It is the dominance of one social group over another, e.g. the ruling class over all other classes. The theory claims that the ideas of the ruling class come to be seen as the norm; they are seen as universal ideologies, perceived to benefit everyone whilst only really benefiting the ruling class.
  • 16. THE EFFECTS THEORY: • The idea that the media can have an effect over its audience- this is often discussed in terms of negative effects. • Thought of as what the media does to its audience.
  • 17. HYPODERMIC NEEDLE THEORY: • A theory that suggests that the media ‘inject’ its audience with its ideas like a passive patient rather than a critical and active consumer. • The focus here is on the fact that we don’t choose to believe certain things; the media chooses for us.
  • 18. THE EFFECTS MODEL The Bobo Doll Experiment This was conducted in 1961 by Albert Bandura
  • 19. THE EFFECTS MODEL •The Effects Model (backed up by the Bobo Doll experiment) is still the dominant theory used by politicians, some parts of the media and some religious organisations in attributing violence to the consumption of media texts.
  • 20. THE EFFECTS MODEL • Key examples sited as causing or being contributory factors are: • The film A Clockwork Orange (1971) in a number of rapes and violent attacks • The film Child’s Play 3 in the murder of James Bulger in 1993 • The game Manhunt in the murder of Stefan Pakeerah in 2004 by his friend Warren LeBlanc • The film Severance (2006) in the murder of Simon Everitt
  • 21. THE EFFECTS MODEL • In each case there was a media and political outcry for the texts to be banned • In some cases laws were changed, films banned, and newspapers demanded the burning of films • Subsequently, in each case it was found that no case could be proven to demonstrate a link between the text and the violent acts
  • 22. THE EFFECTS MODEL The Effects Model contributes to Moral Panics whereby: • The media produce inactivity, make us into students who won’t pass their exams or ‘couch potatoes’ who make no effort to get a job • The media produces violent ‘copycat’ behaviour or mindless shopping in response to advertisements
  • 23. WHAT ARE THE WIDER IMPLICATIONS? Moral panics!
  • 24. THEORIST - STANLEY COHEN (1972) • Studied youth groups in 1960s. • A moral panic occurs when society sees itself threatened by the values and activities of a group who are stigmatised as deviant and seen as threatening to mainstream society’s values, ideologies and /or way of life. • Mods & Rockers (1960s), football hooligans, muggers, vandals, mobile-phone snatchers...
  • 26. WORKING CLASS MALES • Represented as yobs. • Stuart Hall (1978) argues that the negative representation of young people is deliberate as it justifies social control by authority figures such as the police and government. The media has a key role in this ‘social production’ of news.
  • 27. JAMIE BULGER (2000 – 2003) No evidence was presented that either boy had watched ‘Child’s Play 3’. The judge made the connection and this was picked up by the tabloid press. It led to a change in the law so the BBFC now has to take into account ‘the influence’ of videos as well as their content.
  • 28. GEORGE GERBNER: CULTIVATION THEORY (1986) • States that the more time people spend 'living' in the media world, the more likely they are to believe the representations they are exposed to. • The repetitive pattern of mass-produced media messages and images influences people’s understanding of the world. • Mean World syndrome – people believe the world is harsher and more violent than it actually is. • ‘Normalised’ violence - desensitisation
  • 29. HYPODERMIC NEEDLE THEORY• The media inject messages into their audiences • The audience is seen as passive and unable to resist these media messages • Theory associated with Marxism academics - Marxists are traditionally hostile to the media – seeing it as vehicle to enable ruling class to maintain their dominance over society • The theory first articulated in a different era to our own – a time when the mass media was still relatively new • Effects young minds – Bobo Doll experiment • Continues to apply to today: creates Moral panics • Also creates feelings of ‘I want it’ / ‘I must have it’ / ‘I must look like this’.