I am doing Media Matters in the group.
Media Matters - Outline
Media provides models of appropriate behavior and attitudes. For example, media defines appropriate roles of men and women, parents and children, and defines what is success or criminal activity.
Media determines what we think and what we believe. The accumulation of media images suggests what is ‘normal’ and what is ‘deviant.’
Media normalizes specific social relations and determines the range of acceptable behaviors.
According to the Marxist theory, ruling class imposes their worldview on subordinated classes. Therefore subordinated classes who accept the worldview of ruling classes have false consciousness, because the worldview they adopt represents the interests of ruling classes.
According to Gramsci, hegemony is exercised through cultural leadership and consent is won. Ruling classes seek to have their worldview accepted by all members of society as the universal way of thinking. Media helps the powerful classes exercise their cultural leadership.
Ruling classes dominates all institutions in society including media forces. They use media tools such as TV, newspapers and internet to impose their beliefs on society which represents their interests.
However, it does not mean that media as a powerful tool is always used by the powerful classes. Media has also power to provide power to powerless classes. Media should not be seen only as an agent of powerful classes.