Media Audiences
Marxist media theorists discuss the media in terms of their role as 'ideological apparatuses'. Explain the key notions behind this research, paying particular attention to the concept of hegemony and the media's role within it. What is 'hegemony', and why is it important to audience studies?
Marxist theorists emphasizes on the role of mass media in reproduction of status quo, however there is no school of thought regarding his theories. He viewed the society where he lives as being a domination class; therefore it was seen as an ideological arena where many class views are fought out, although it happened within the dominance context of certain classes. Marxist argues that mass media is a means of production in the capitalist society since it disseminate the views of the classes which are ruling and defusing the alternative ideas. He concluded by pointing out that the role of the mass media is to produce a false consciousness among the working classes. This leading to extreme stance where people see media products as being monolithic expression that is used to rule the class values, hence ignoring the diversity values that is in media, and possibility of the oppositional among media audiences ( Artz, Macek & Cloud, 2006).
Another characteristic of Marxist theory regarding media is the theory of materialist which argued that social being is determined by their consciousness. According to this observation, he argued that the ideological positions tend to be the functions of the class positions as well as, the dominant ideology surrounding the society of dominant classes. This stance contrasts to idealist which grants the priority to consciousness. Marxist disagreed with the issue given that some people interpret relationship differences of the social being and the consciousness to be one of the determinations which are direct while others still stresses that there is a dialectical relationship (Daniel Chandler, 2012).
Marxism fundamentalist regarding the ideology seems to be a false consciousness since it results from emulations of dominant ideology by the people whose interests are not reflected. From this perception, the mass media tends to disseminate ideology which is dominant to the class that owned and controlled the media....
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One can be certain that many millions of dollars will flow through the hands of right wing fundraisers like Karl Rove into attack ads against Obama's reform legislation, called "Obamacare" by many who oppose it and even by some who have embraced it. On the subject of public health, in the National Public Radio blog on campaign spending (Kramer, 2010), the reporter interviewed Peter Stone with the Center for Public
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