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.
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