Antonio Gramsci
Gramsci says the dominant ideology is created by the state and the rich and powerful who own the large businesses. This then creates the values and beliefs of the mass population creating hegemonic struggle for those who don’t align with those ideas. Hegemonic societies are enforced not only through violence and physical enforcement but via media outlets and more subconscious ways of imparting views. This is done through the ownership of most media by one-person e.g. Rupert Murdoch.
Louis Althusser
Ideological state apparatus aligns with Gramsci but specifies the ways that the world views and beliefs are formed/created. Althusser claims even our actions and choices in society are formed by the upper class and those in power and we need to be agent of freedom to break from the constructed lives that have been planned for us
Curran and Seaton
Free press is the isolation of press media from governments and powers interference in the stories and views shown creating a neutral and transparent press.
Noam Chomsky
Chomsky says that the mass communication media are powerful ideological institutions that support the powerful with market force and covert coercion. To manufacture consent of the governed
The five filters are the ways in which the media manufacture consent. His book A Propaganda Model
- Ownership: The owner of a media company will always have an impact of the bias of the information given out either subconsciously or consciously
- Advertising : This is a large way the dominant ideology is forced into even working class press as all outlets need advertisement to fund their business. This means those with money can buy all the advertisement keeping the ideology of the powerful
- Sourcing : News companies need to guarantee news to meet schedules therefore can not afford to risk more radical stories and have to stay to mainstream dominant news sources.
- Flak : It is a way of negatively representing a business in a way that creates a dislike in the audience or there downfall. It is used to destroy smaller or rival companies
- Fear as a control mechanism : In america Communism is used as a way to scare the audience away from a idea of business . The media uses the countries prejudices to attack or discourage