Media Studies
SLLS1005 Essay 1:
Course: Introduction to Media Studies (Media and Society) SLLS1005
Word Count:
Two opposing views on the role of media in society have thus far dominated media studies: the Marxist and liberal-pluralist perspectives. Simply, Marxist theorists see the role of the mass media as a means of maintaining the existing state of affairs, while the liberal pluralists see the role of the mass media as a means to promote the freedom of speech. The following essay will look more closely into the theories of these two schools with regards to how they see the role of the media in society, and offer some examples related to media in South Africa and globally. According to the Marxist approach, capitalist society is seen as one of class authority; the media is seen as part of an arena where class views are highlighted and promoted under the veil of autonomy. Society is led to believe what they digest and they then form part of the dominant class culture (Jacobs, 2008). Economism is one of the key features of classic Marxism whereby the economic base of society is seen as determining everything surrounding it, including the social, political and intellectual consciousness (Chandler, 2000). In this way, the messages carried by the media, including the way that they are produced is determined by the economic base of the organisation in which they are produced. Commercial media organisations are forced to cater to the needs of advertisers and produce material that would maximize products (Curran et. al. 1982). The main concern lies with the ownership and control of the media. The Marxists see the ruling classes as promoting their views while denying any alternative ideas and so creating a false consciousness (Curran et. al. 1982). When evaluating ideology, the Marxist approach believes that the dominant ideology within society is the ideology of the ruling classes and according to the Marxist political economy, conceal the class struggle (Chandler,
Course: Introduction to Media Studies (Media and Society) SLLS1005
Word Count:
Two opposing views on the role of media in society have thus far dominated media studies: the Marxist and liberal-pluralist perspectives. Simply, Marxist theorists see the role of the mass media as a means of maintaining the existing state of affairs, while the liberal pluralists see the role of the mass media as a means to promote the freedom of speech. The following essay will look more closely into the theories of these two schools with regards to how they see the role of the media in society, and offer some examples related to media in South Africa and globally. According to the Marxist approach, capitalist society is seen as one of class authority; the media is seen as part of an arena where class views are highlighted and promoted under the veil of autonomy. Society is led to believe what they digest and they then form part of the dominant class culture (Jacobs, 2008). Economism is one of the key features of classic Marxism whereby the economic base of society is seen as determining everything surrounding it, including the social, political and intellectual consciousness (Chandler, 2000). In this way, the messages carried by the media, including the way that they are produced is determined by the economic base of the organisation in which they are produced. Commercial media organisations are forced to cater to the needs of advertisers and produce material that would maximize products (Curran et. al. 1982). The main concern lies with the ownership and control of the media. The Marxists see the ruling classes as promoting their views while denying any alternative ideas and so creating a false consciousness (Curran et. al. 1982). When evaluating ideology, the Marxist approach believes that the dominant ideology within society is the ideology of the ruling classes and according to the Marxist political economy, conceal the class struggle (Chandler,
Bibliography: Chandler, D. 2000. Marxist Media Theory. Retrieved March 17 from the World Wide Web: http://www.aber.ac.uk/media/Documents/marxism/marxism01.html Curran, J. Gurevitch, M. & Wollacott, J. 1982. The study of the media: Theoretical approache. London: Routeledge Jacobs, A. 2008. The political economic and cultural studies approaches to the media. Retrieved March 17 from the World Wide Web: http://www.academia.edu/341613/The_political_economic_and_cultural_studies_approaches_to_media_studies McQuail, D. 2005. McQuail’s Communication Theory. 5th ed. London, Thousand Oaks & New Delhi: Sage Sander, Z., Van Loon, B. 2000. The Evolution of Media Studies. Cambridge, Icon Books