hegemonic marxists

• editors and journalists control the media not the owners as marxists argue
• the sutton trust found in 2006+12 that 50% of the top 100 journalists were educated in private schools. it is inevitable that they will transmit the rc ideology and ensure professional are socialised into rc backgrounds
• this view is often associated with Gramsci who argues that control of the masses is not maintained through direct manipulation but through hegemony. hegemony is a set of ideals which are presented as common sense. media owners dont directly control mass media but alongside other institutions. the media thus supports the capitalist system
• agenda setting: media provides and agenda for discussion. we are more interested in how much weight a celebrity has gained rather than discussing inequality. EVAL editors have to follow a code of ethics meaning they have to remain neutral e.g KPMG fraud taking place and diane abbots saying jews dont face racism