The sociology of mass media: Introduction to neo-Marxism; The Glasgow University Media Group

1. The Sociology of Mass Media
An introduction to the
neo-Marxist perspective

2. Neo-Marxism reviewed…
• A late-modern interpretation/adaptation of traditional Marxism
(left) traditional Marxism’s
infrastructure-superstructure
model of economy and
culture
• Cultural superstructure still loosely based on the “guiding string”
(Williams, R. 1961) of economic infrastructure (base)

3. .
• Chance (randomness), and individual autonomy (freedom of action)
mean there
much in the superstructure doesn’t
market
position or economic
class
correspond to individual/groups’
 see Williams, R. (1961) quote p735

4. .
- Social class/identity as not solely, directly based on economic capital;
cultural capital associated with the lifestyle habitus
of social groups makes things more complex (Bourdieu, P. 1984)

6. .
•
much overlap between cultures, and
the
alternatives to
dominant ideology (Williams, R. 1961)

7. .
• Individuals often deliberately counter the dominant ideologies…
(although even this can be viewed sociologically as having a procapitalist function) (Willis, P. 1986)

8. .
• Individuals do experience a false consciousness- they are blinded to
the reality of their own experience by a ruling-class dominated
cultural superstructure and dominant ideology…but they also semiaware of this reality, and sometimes choose whether to live by it or
…dual
consciousness
not
Gramsci, A. (1971)

9. .
• Alongside its less structuralist outlook, less based on some idea of a
deliberate, ingenious and
secretive scheme of the ruling classes; rather the
unfair, exploitative reality as largely unplanned  inevitable
result of free individual actions in the capitalist
marketplace
(Left) Ne0-Marxism avoids
“conspiracy-based” grand-plan
theory

10. .

11. Neo-Marxism and the Mass
Media
The Glasgow University
Media Group

12. .
Neo-Marxism: less emphasis on a
deliberate, planned “logic of capitalism” in
explaining content and effect
Rather, dominant ideology
is reproduced naturally;
the pursuit of economic
interests

13. .
The G. U. M. G. influenced by Frankfurt
scholars e.g. Adorno, who referred to the
culture industry as the automatic result of
capitalism

14. .

15. .
Cultural hegemony of
the ruling groups is
. maintained
(below) White, middle-class, male:
cultural hegemony
The culture industry
reflects the interests of
the dominant groups;
and largely ignores less
empowered groups

16. .
The masses are being duped by white,
middle-class male advertisers, journalists,
editors, producers etc …. But this is to
maximize audiences and revenues;
not at the request of governments

17. •
. that the 2006 Sutton
The GUMG point out
Trust report found that journalists, editors
and advertising chiefs were +50%
privately educated…
• …in a country where only 7% are
• Of the “top 100” journalists,
54% privately educated (up from 49% in
1986)

18. • GUMG ask: is this healthy for society?
.
• Journalists and broadcasters tend to hold
centre-right/centre-left views;
unthreatening to the status quo (but
still interesting enough to sell)

19. .
• Those who hold further-left/right views seen as
“extremists” and given as much airtime/column
inches
• That which is broadcast is often criticized or
ridiculed

20. .
Journalistic consensus and
agenda setting
Inoffensive value consensus of journs. and broadcasters dictates which
issues to address and avoid
The GUMG says this creates a too-narrow field of discussion;
ignoring the “real issues” or clouding our vision of them
Viewers more likely to be made angry by events in a soap opera or
football match than about poverty or exploitation

21. Declining role of public service
broadcasting
• GUMG argue that state-owned media e.g. BBC is
lowering its standards; more commercialized and
populist
• Largest audiences achieved by finding the lowest
common denominator in terms on content
• This means more soap operas, reality Tvand sport…less
hard-hitting documentaries and case studies