Marxist view

• What is the main focus of Traditional Marxism regarding media?

  Control and ownership by the ruling class
• How do the ruling class use the media according to Traditional Marxism?

  To maintain their power and control
• What are the main features of the instrumentalist approach in media?

  1. Direct control by owners
  2. Spreading dominant ideology
  3. Control over media managers
  4. Job dependency of journalists
  5. Passive audience assumption
• What role do media owners play in determining newsworthiness?

  They influence public opinion by shaping news presentation
• How does the media distract from societal problems according to Miliband?

  By blaming other factors for capitalism's issues
• What pressure do journalists and editors face in the media?

  To align with company owners' views
• Why might journalists avoid challenging media owners?

  To protect their jobs and avoid consequences
• What assumption do media owners make about their audience?

  That the audience is passive
• What did Curran and Seaton (2010) find regarding media owners?

  They interfere and manipulate newspaper content
• What does Miliband (1973) argue about media owners?

  They share particular interests known as cultural capital
• What was Rupert Murdoch's stance on the Iraq war in 2003?

  He strongly argued for the war
• How do media owners' backgrounds influence their perspectives?

  They may have attended smaller universities
• What are the criticisms of the traditional Marxist approach to media?

  • Pluralists argue for a range of opinions
  • State regulation limits individual influence
  • Media sometimes highlights inequalities
  • Audiences are not passive or gullible
• What is the focus of Neo-Marxism in media studies?

  Dominant ideology or hegemonic approach
• Who is Antonio Gramsci and what is his contribution to media theory?

  He discussed how dominant ideology persuades classes
• How do journalists' social backgrounds affect their reporting?

  They share views with the dominant class
• What is the purpose of occasionally critical content in media?

  To attract large audiences for profit
• What are the criticisms of the Neo-Marxist approach to media?

  • Downplays owners' power and influence
  • Agenda setting limits audience choice
  • Digital media undermines traditional media influence
• What do pluralists argue about the media landscape?

  It has a wide range of opinions available
• How has the rise of digital media affected media ownership influence?

  It has put more control in users' hands