Neo-Marxists

• Neo-Marxists (blame journalists, indirect)

  Believe the media reflects ideas of ruling class

  • world view of the elite is broadcast and reinforced by the media
  • cultural hegemony = values of ruling class presented as natural views (one set of ideas dominating others), e.g. w/c crime is reported more than white collar > w/c portrayed negatively
• Neo-Marxists

  Believe people who work in the media are trained to present a certain view of the world > view becomes natural to them and audience, e.g. journalists are mainly private school educated > socialised with certain views

  • media workers and audience are unaware media is pushing a certain view
• Neo-Marxists

  Argue alternate views are not suppressed > media gives impression that all views are presently fairly > dominant view stays on top, e.g. more focus on right wing ideology compared to left
• The Frankfurt School

  False needs = argues advertising in the media makes people feel they need good produce by capitalist economy
• Evaluation of neo-marxisms

  • Pluralists = rise of new media undermined trad. influence of owners > more control with users
  • Underrates power of owners = dismiss editors with offensive views
• Agenda setting

  Encourages audience to think about other events rather than important ones
• Gatekeep

  Exclude reports on some issues