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The Marxist view
Globalisation & the digital social world
REVISION
• Hyper dermic syringe theory
• Which arguments challenge this theory?
Remember
• The Marxist view of digital media is merely an extension of their view
of the traditional mass media.
• As part of this week`s homework I will expect you to do some reading
and complete a literature review and critical report summarising
Marxist theory relating to the mass media.
In Summary….
• Pp9-11 of year 2 course textbook
• Media Convergence refers to an increasing number of ways to access the media through
digital devices such as mobile phones, tablets etc.
• This assists capitalism as it increases ways in which companies can market and advertise
their products. Advertising can be specifically tailored. Companies use your browsing
history to predict what you are likely to be interested in. In other words there are more
opportunities for profit.
• Marxists argue digital technologies have increased the way that the capitalist ruling elite
can ideologically control people.
• What is meant by ideological control?
• What is capitalist ideology?
• For example acceptance of capitalism and inequalities justified.
• Consider examples of how the media justify inequalities linked to social class or gender
or example.
De-regulation of the media and digital
communication
p10
• In other words lack of control, despite call or legislation to prevent
this.
• Marxists argue that the internet and other forms of digital
communication are yet another method of surveillance, a subtle form
of control/regulation.
• No economic interests in protecting the vulnerable.
• Digital media acts as a distraction that is `safe` or capitalism. People
are less likely to challenge capitalism. Think ` religion is the opiate of
the masses.` Karl Marx.
Digital communication provides a new form
of surveillance.
P10
• Refers to concerns over monitoring of digital communication of
individuals by the state.
• Monitoring social media
• Monitoring `breadcrumbs` - movements around the internet, the
concern is that this is without consent.
Activity
• Read study – Cornford & Robins (1999) summary on p9 – The
continuation of power being concentrated in the hands o the few.
• Read Guardian article summarised on p 10 – Murdoch media to
control over a fifth of UK news consumption.
• Summarise each in your books and answer QU 1,2 & 3 on p10 in
detail
• Then p11 read and summarise the extract of the Snowden report on
p11 and answer questions 1 & 2.