- Miliband=owners of media control the content and interfere to ensure capitalism survives. Owners share cultural capital as they have the same social networks
-Marcuse=convinced by media that capitalism is fair and consumerism becomes meaning of life, as we are encouraged to but false needs. Poverty porn TV shows and quizzes give the illusion that social mobility is achievable, and makes it seem that life can be worse. Content is dumbed down and journalists must censor themselves otherwise they will lose their job
- Althusser=Media is an ISA to control the working class and send id illogical messages to persuade them into a state of false class consciousness.
- Philo=owners may be powerful but don't have control of day to day running, and the white, middle class male journalists run the media, and generally support the dominant ideology. The media presents these beliefs of the dominant ideology as normal, enabling hegemony. Media may be critical of the dominant ideology to attract audiences. The media gate keep and agenda set.
- Harrison=nodominant class but many competing groups either different interests that are all represented in the media. Media is driven by the public due to consumer demand
-Whale=concentration of ownership has happened due to economic reasons and don't have time to run day to day media content. Audiences can pick n mix what they watch. No deliberate bias.
- Lazarsfeld and Katz='opinion leaders' are selected by the mass audience to interpret messages of media and influence more passive members of their social group. Acts as a filter.
+Lazarsfeld found people were more affected by friends and family than the media
+ Can be applied to contemporary society
- Person may have serversl opinion leaders who have conflicting views
- Blumer and Katz= audience use media to satisfy their own wants and needs and we control how we use it. May use for surveillance, personal relationships, diversion, in the background or to affirm personal identity
+McQuail found that soaps and daytime TV meets social need of companionship
- Philo=audience is diverse, so some members accept media messages, and others understand the biased messages so reject them. The media contains dominant ideological messages but some don't accept, dependent on their cultural background and experience. Continual exposure will shape assumptions and ideas (drip drip effect)
Upper class - Nairn = U/C characterized by honor and good breeding, and as eccentric; Royal Family representations reinforce sense of national identity
Middle Class - Jones = differences in responses to Madeleine McCann and Shannon Matthew's
Working Class - Newman = label them as problems or trouble, e.g strikes, drug addicts, which cause moral panics -> Hall
Underclass - Shildrick and Macdonald = defined as social scum which neutralizes public feelings of sympathy