Social classes

• Generally, how are the different social classes presented in the media?

  Upper & middle class portrayed positively & over-represented
• How is class presented as a lifestyle choice rather than an economic category? (Lawler)

  “Taste” represents a person‘s social class.

  Peoples lifestyles are shaped by the things they choose to buy, based on their personal preferences.

  The emphasis is on individual choice rather than social classes
• How is poverty regarded by the media ?

  McKendrick et al (2008): content analysis of UK media output in 2007

  • Found that poverty was a marginal issue
  • It was only presented as “newsworthy” in extreme cases
• What did Baumberg et al (2012) find about benefits stigma in Britain ?

  • Analysed a data base of 6600 national press articles between 1995-2011
  • Found extraordinarily disproportionate focus on benefits fraud ; 29% of stories referenced fraud
  • In comparison he governments estimate of benefits fraud is 0.7%
• How are the working class represented in the media?

  • Under-represented
  • Stereotyped in negative ways
• Curran & Seaton (2010) : How does newspaper content perpetuate working class stereotypes ?

  Content aimed at audiences suggest that the working class don’t care about public affairs; suggests they’re interested in exaggerated stories like celebrities, sex, sport and ‘women's’ issues like fashion and dieting
• What are the 4 main media representations of the working class?

  1. As dumb and stupid buffoons
  2. As a source of trouble and conflict
  3. As living in idealised/romanticised working-class communities
  4. As white trash and scum: “Chavs”
• How are the working class represented as ”Dumb and stupid buffoons”

  Butsch (2003)

  • working class presented as figures of fun in TV
  • presented as flawed individuals, irresponsible, inarticulate and incompetent

  = justifies dominant ideology and existing inequalities by showing that the working class need supervision by middle class who provide role models for more successful lives
• How are the working class presented as ‘a source of trouble and conflict’

  • often presented in the context of trouble in the media
  • presented as undesirable welfare scroungers & lone parents who can’t control their delinquent children
• Murray defines the underclass as…

  A group of people at the very bottom on the social scale who depend on welfare benefits
• How are the working class represented as ‘living in idealised and romanticised working class communities‘

  Sometimes presented as respectable, hard working and working class hero’s who struggle to overcome adversity

  People romanticise the close communities
• What is the “Chav“ stereotype?

  Weltman (2008): the chavs stereotype is a media technique used to devalue working class taste and culture 

  Tyler (2008) argues that the word ‘chav’ has now become a common form of middle class abuse of the poor white working class

  Lawler (2005) said that this stereotype represents the working class as “worthless”, disgusting, contemptible, frightening and threatening with bad clothes, bad food, bad behaviour and bad taste” 
• How does this “Chav” stereotype reinforce the superiority of the middle class?

  Lawler: the chav stereotype is a way the middle class helped to secure and maintain its identity through a sense of superiority over white working class people
• How are the middle class positively represented in the media ?

  • Mature
  • Sensible
  • Educated
  • Successful
• How do the positive representations of the middle class promote the dominant and hegemonic ideology of the normality of middle class life?

  Conform and promote middle class life

  Helps to legitimise or justify existing class inequalities
• What are the stereotypes of the upper class in the media ?

  • Well bred
  • Cultured
  • Superior
  • Posh accents
  • Country estates
• How do pluralist explain the over-representation of lavish upper class lifestyles in the media?

  Argue it is providing what the media audiences want to see
• How do Neo-Marxists explain the over-representation of the upper class?

  See it as a celebration of hierarchy and wealth which encourages admiration and envy by other social classes
• How are the upper class presented in the media?

  • Often portrayed in romanticised ways in the context of costume/period dramas like Downton Abbey & Bridgerton
  • Lavish lifestyles - luxury homes, cars, exotic holidays, expensive fashion