The neo-Marxist view of media ownership was first developed by Gramsci. , Media owners persuade the working classes that the values and beliefs of the ruling class are normal and reasonable., This persuasion enables the ruling class to rule without consent from the working classes., Although owners have an influence, they rarely have any direct day-to-day control of content., Day-to-day control of what is presented is the responsibility of managers and journalists., Media managers and journalists generally choose to support the dominant ideology., Media professionals are not forced by media owners to spread dominant ideology, as Marxists claim., Most media journalists and managers are white, middle-class males., The Sutton Trust found that over 50% of the top 100 journalists in the UK were educated at private schools., Audiences are exposed to a limited range of opinions; those of white, middle-class males.., Anything which threatens the ruling class hegemony is presented as being unreasonable, extremist, ridiculous, funny or trivial., Media professionals keep owners happy by making profits, for this they need audiences and advertisers., Audiences are attracted through news values; the presentation of critical, anti-establishment views which provoke powerful eactions., By using news values, the news appears critical of the dominant ideology making the public believe that the news is representative and unbiased., Some news items are purposefully excluded from media reports manipulating audiences into what they think about., Through the exclusion of some news the public enters false consciousness, accepting the dominant ideology of the ruling class.,

Neo-Marxist view of media ownership

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