– Links to CSP 1 (Tomb Raider) = women are wearing minimalistic clothing which is following the dominant ideology
– It is a reactionary piece of media that follows the dominant ideology of how people saw males and females during the 1960s, which was known as the “swinging 60s”
– Male dominance is shown through the mis-en-scene: the females are gazing at the male figure, he is placed higher, possibly showing he is the main subject and the man is carrying a what looks like a gun, showing male dominance as only the male figure has the gun. The male figure being raised above the females suggest that males have more power over females.
– Since this is from 1967, it is very different to the adverts we see today because it follows the dominant ideology of females wearing minimalistic clothing and being seen as a sex symbol towards males.
– The women are wearing loads of make-up, which sexualises them and can link to Laura Mulvey’s theory of the male gaze, because the minimalistic clothing and heavy make-up would make the females attractive for males.
– The setting of the jungle suggest that the male with what looks like a gun is the hero because we typically associate the jungle with danger. Presenting the male as the hero associates with the dominant ideology of men being the risk-taker.
– The placement of 1 male character surrounded by 5 female characters is attractive for males and will tempt them to buy “Score” because it is presented that by wearing “Score”, females will be attracted to you.
– The Slogan we see in the top right hand corner (“Get what you’ve always wanted”) suggests to males that by buying “Score”, they will be like the male we see in the advert: surrounded by woman and powerful. This will entice males to buy “Score” because in the 60s, men were seen as more powerful over women.
Media Representations
– It is clear that the creator of this CSP is trying to present males as a more powerful figure than females.
– Mulvey’s male gaze can be applied to this CSP because the females in minimalistic clothing and lots of make-up will be attractive to males because they are lead into a reality that by wearing “Score”, females would be attracted to them
– Voyeurism can also be applied to this CSP because the females are presented as sexual objects, and this will make men attracted to the females in the advert and the men will have a sexual desire to these women due to the defining of their body from the minimalistic clothing.
– Van Zoonen can be applied to this CSP. Van Zoonen believed that the way females were presented can reinforce views in society. This links to this CSP because in the 60s there wasn’t much gender equality and females being presented as sexually attractive towards males and the male figure carrying a gun presents the male as the dominating figure in society, while the females are just seen as a sexual pleasure for males.
– bell hooks explored inequality and how people who weren’t white skinned, male or upper class were discriminated and weren’t represented truly in the media
Jean Kilbourne
– TEDx Talk = The Dangerous Ways that Ads See Women (2014), transcript = https://singjupost.com/jean-kilbourne-on-the-dangerous-ways-ads-see-women-full-transcript/
– Kilbourne is a public speaker, writer, filmmaker and activist who is internationally recognized for her work on the image of women in advertising
– “Women’s bodies are dismembered in ads, in ad after ad, for all kinds of products, and sometimes the body is not only dismembered, it’s insulted.”
– “advertising has become much more widespread, powerful, and sophisticated than ever before. Babies at the age of 6 months can recognize corporate logos, and that’s the age at which marketers are now starting to target our children.”
Curran and Seaton present the view that a free press relies on a free market where individual newspapers can compete through their political stances and points of view.
Analyse the ways that The i and the Daily Mail attempt to establish a distinctive identity within this free market. To what extent has this been successful? Refer to the specific edition of your case study – for both papers – as well as, on-line versions of these publications.
James Curran and Jean Seaton came up with the concept of the free market, which is where media sources (such as newspapers) are allowed to publish what they want freely, without any restrictions from the Governments on what they can and can’t do. Curran has published a book called Media and Democracy, in which he stated how “The assumption that ‘anyone’ is free to start as new paper has been an illusion ever since the industrialization of the press.”. This means that anyone could start up a newspaper, however, according to Curran, to make it successful, “Newspapers and magazines must respond to the concerns of their readers if they are to stay in business”.
Some theorists that can be linked to The I and The Daily Mail include Habermas and the concept of the public sphere, Similarly to the concept of free press, the public sphere explores how people can freely be connected to others horizontally rather than vertically, however Habermas has argued that over time, the public sphere has broken down due to globalisation and the introduction of mass media. Within the public sphere, you have personal places, such as your home to communicate with your family and then social places, such as coffee shops, where you can communicate and socialise with others and see what is going on, therefore connecting beyond our family and personal relationships. Socialising with others in public spaces means you can transform your life and socialise with anyone throughout the whole World, in which links to the Daily Mail and the I because they are available in shops and airports across the world. Another theorist that can be applied to the production of newspapers is Noam Chomsky. Noam Chomsky came up with the theory of manufacturing consent, where he argued that there are 5 filters of the mass media machine. These 5 filters are financial ownership, advertising, the media elite, flak and the common enemy. This links to the two CSPs because in 2019, the Daily Mail bought out the I newspaper for £49.6million. Following on with the 5 filters of manufacturing consent, advertising links to the newspapers because they include adverts, in which company’s pay to get published, meaning the newspaper will generate revenue from advertising. Usually, the newspapers, such as the I and Daily Mail, would keep to very generic adverts such as supermarket ones in order to attract a wider audience, however, more specific gender-orientated media, such as magazines would include adverts that would appeal to their target audience (for example New magazine is aimed at women so will include adverts such as ones for makeup in order to attract their primary audiences). The third filter looks at the media elite, which explains how the big media corporations will publish media scoops, exclusive interviews and celebrities in order to attract their audience. Flak is the 4th filter and is where there is a negative viewpoint towards media sources. Newspapers commonly use flak to remove any articles that are being out up for publishing. An example of this is that a right-winged newspaper (Daily Mail) will disregard any left-wing articles journalists write for them because they want to influence their readers to be right-winged on the political spectrum. An example of Flak in the Daily Mail was in 2016, with the election of the new Prime Minister. The Daily Mail was heavily supporting Teresa May, a Conservative, yet had a negative viewpoint towards Jeremy Corbyn (Labour). One example of this was their use of support such as their masthead “Your tactical voting guide to boost the Tories and Brexit”. However, the I juxtaposes this viewpoint held by the Daily Mail and instead was showing support for Corbyn and the Labour Party and tried to create a negative viewpoint towards Theresa May and the Conservative Party. The final filter is having a common enemy. The Daily Mail often uses their common enemy of terrorists, in order to help create a negative public opinion towards them. A final theorist I will explore is Antonio Gramsci, who came up with the theory of hegemony. Hegemony outlines how certain ideas can be influential to others and this is shown by the lack of power that the working class would have over the higher class. Hegemony is shown in the Daily Mail because they have been criticised for using media sensationalism and overdramatising their news articles, as a technique to attract their audiences and change their viewpoint. This is very different to the I because they have not been criticised for media sensationalism and while they are left-winged, they include some right-wing articles, which suggest they are more central on the political spectrum.
The Daily Mail is a politically aligned, right wing newspaper, who is owned by the Daily Mail General Trust (DMGT). The I, however, if a politically aligned left wing newspaper, which was also bought out by the DMGT in 2019. It is significant that by buying out the I, the DMGT has been able to generate more revenue because they are attracting people from both the different sides of the political spectrum. It can be argued that another reason why the DMGT bought out the I, was to cover wider demographics. This is because the Daily Mail, primarily targets working-class middle aged women (social classes A/B/C1). However, the I primarily targets younger audiences (young adults) which a social class of C1/C2/D. While the Daily Mail has around 999,997 newspapers in circulation (as of June 2020), the I newspaper only had circulation of around 140,154. Therefore, it could be argued that the DMGT bought out the I to maximise their sales because Daily Mail readers would have brand loyalty to the newspaper, so would most likely buy their subsidiaries, thus meaning more will be enticed to buy the I and if all small newspapers are bought out by the DMGT, they could become a monopoly and dominate the newspaper industry. Both the I and the Daily Mail are available online as well as in print form, which attracts new audiences because phones are the new age of our generation. By having mobile editions of their papers, it can attract younger audiences and bring awareness to their newspaper. While these newspapers are hold very contradicting viewpoints and are oppositely aligned on the political spectrum, they both include a mixture of hard and soft news and a range of articles, such as games, sports and breaking news in order to attract an all rounded audience, rather than 1 specific audience, which will mean that they will be generating as much revenue as possible
Another theorist which can be applied to both the I and the Daily Mail is Laswell’s Hypodermic Model of Communication, in which it is explored how the sender will transfer a message through a piece of media and it will have a direct effect on the receiver. An example of this is the Daily Mail, where journalist Larisa Brown reports how how “British Spies exposed and disrupted Russia’s Cyber War on the Olympics. Russia plotted to sabotage the Olympic Games using a series of Cyber Attacks”. This article by Larisa Brown will then be received by the Daily Mail readers (predominantly the British Public) and the effect that will be created will be a pejorative viewpoint on Russians. It is apparent that the Daily Mail/Larisa Brown talks about the Olympics because it is a famous event, therefore it will intrigue the audience to buy the newspaper and read it because it is reporting about something that interests them and address global issues. However, this article is in the words of Larisa Brown, therefore due to the liberal free press explored by Curran and Seaton, Larisa Brown was free to publish her personal viewpoint on the story. Due to the article being somebody’s personal viewpoint, it is not 100% evident she is being truthful, therefore she could be saying how she is feeling and spreading so called “fake news” to their audiences. With the I newspaper, they are politically left winged and will focus on left-wing articles. Using Laswell’s hypodermic model, Nigel Morris speaks about how Biden and Boris Johnson never met. This article from Morris will be received by Daily Mail readers and following the 2020 US Presidential Election, creates the message that the I favours their support for the Democratic Party because they are objecting to a claim. While this is qualitative data written by Morris, it can be seen as more reliable than Larisa Brown’s article because it is backed up by 10 Downing Street and a key political figure (Boris Johnson and his associate), rather than just being the viewpoint of the journalist writing the article. Another theorist than can be applied it Katz, who came up with the uses and gratifications theory. The uses and gratifications theory is linked with Malsow’s hierachy of needs and for newspapers, it can be identified that by using the uses and gratifications theory, newspapers serve the purpose for knowledge about the world and escapism. This is because both the I and the Daily Mail cover news articles from both locally around the UK, as well as having a few pages for global news. Paul Lazerfeld’s two step flow can also be applied to the CSPs. This is because while it can be susceptible to bias, interpretation, support and changes , newspapers have are the main source of media and the opinion leader would be the reader, who may choose to believe something written in the newspaper and tell their friends, influencing them to change their decisions. This is a common strategy the I and the Daily Mail use because they are politically aligned a certain way and would want their readers to adopt the same political spectrum viewpoint they have (the I being left-winged and the Daily Mail being right-winged).
To conclude, both the I and the Daily Mail have been mostly successful at creating their own distinctive identity. This is shown by the theory of the free press as they have both been able to publish what they want without any restrictions or interference from the government. However, it is significant that while the Daily Mail is one of highest circulating newspapers in the UK, They have received criticisms for publishing inaccurate stories, such as the qualitative article from Larisa Brown that has her view on The Russians doing a cyber war at the Olympics. Contrastingly, it can be argued that the I is a more reliable newspaper source than the Daily Mail because it has included accounts from key political figures in the UK, such as Boris Johnson and 10 Downing Street. However, overall they have created a distinctive identity, having both been under the conglomerate company Daily Mail General Trust and being two newspapers who are owned by the same company, yet hold very contradicting political stances, which is beneficial for the Daily Mail General Trust because they will generate more revenue, since they are attracted reader from both sides of the political spectrum.
– BF Skinner = came up with the concept of operant conditioning
– The friction of free will is a statement by Skinner, where you can teach people through different social conditions to change their behavior and how they act
Propaganda vs Persuasion
– Propaganda = opinions/actions that are carried out deliberately by a group of individuals to influence other individuals through the use of psychological manipulations
– Persuasion = when you try to influences someone’s action and beliefs to do something which they may not be intending to do
– Harold Lasswell was the first one to talk about how in WW1, the US Military used a range of persuasive devices to serve propaganda
– Laswell came up with the hypodermic model of behavior conditioning
– Shoshana Zubof highlights in her book, “The Age of Surveillance Capitalism” that various forms of persuasion influence different types of behaviors, while suppressing others.
– Zubof = “technology has begun to develop new methods of behavior control capable of altering not just an individual’s actions, but their very personality and manner of thinking”
– Zubof = “the most serious threat…is the power that technology gives one man to impose his view and values on others”
Audience Theory
1920-1930: Laswell (Hypodermic Model)
– Laswell developed a linnear model of communication, which breaks down the line of communication from Point A to Point B.
– In this model, the sender is transferring a message through a medium (media), which will have a direct effect on the reader
– Laswell wrote Propaganda Technique in the World War which highlighted the brew of ‘subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission’
The Linear Model of Communication
Example:
– Who = Larissa Brown
– Says what = How British Spies exposed and disrupted Russia’s Cyber War on the Olympics. Russia plotted to sabotage the Olympic Games using a series of Cyber Attacks
– Channel = The Daily Mail (page 3)
– To whom = Daily Mail Readers/British Public. The main target audience of the Daily Mail is middle-aged women.
– With what effect = Pejorative (negative) viewpoint on the Russians and to attract people due to the use of a big worldwide event. Secondary audience is it may attract people from countries who participate in the Olympics (ie USA, China)
1940: Shannon and Weaver and Paul Lazerfeld’s Two Step Flow
– Shannon and Weaver adapted the Transmission Model of Communication in 1949.
– In their adaption, Shannon and Weaver included other elements, such as noise, error, encoding and feedback
– In other words, there’s the suggestion that the process of sending and receiving a message is clear-cut, predicable or reliable and is dependent on a range of other factors that need to be taken into consideration.
– In 1948, Paul Lazerfeld says that the transmission model of communication doesn’t work in a linear way and instead, Lazerfeld developed the Two Step Flow Of Communication
The Two Step Flow of Communication
– As Martin Moore suggests, ‘people’s political views are not, as contemporaries thought, much changed by what they read or heard in the media. Voters were far more influenced by their friends, their families and their colleagues’ (2019:124).
– Communication/the media is susceptible to bias, interpretation, rejection, amplification, support and change.
– People are more likely to be influenced by others, such as what the opinion leader will tell the masses
1960s: Uses and Gratifications Theory
– Elihu Katz explains the Uses and Gratifications theory diverges from other media effect theories that question: what does media do to people?, to focus on: what do people do with media?
– In 1969, Denis McQuail and Jay Blumer studied the 1964 UK election and were joined by Elihu Katz, Joseph Brown, Michael Gurevitch and Hadassah Haas in 1970.
– Much of the Uses and Gratifications theory is linked with Maslow’s Hierarchy of Need (1954)
– Maslow argues that people actively looked to satisfy their needs based on a hierarchy of social and psychological desires. Maslow’s thinking was centred around Humanistic psychology
1970s: George Gurbner (Skinner vs Noam Chomsky)
– George Gurbner and Larry Gross developed the Cultivation Theory
– The Cultivation Theory notes the distinct characteristics of television in relation to other media forms, they suggest that ‘television cultivates from infancy the very predispositions and preferences that used to be acquired from other primary sources‘ (Gerbner et al 1986).
– Gerbner and Gross assert that ‘television’s major cultural function is to stabilize social patterns and to cultivate resistance to change‘ (1978: 115). In other words, they assert the power of television to modify behavior in support of the dominant structures of society.
– Skinner came up with the theory of operant conditioning, where you can teach people through different social conditions to change their behavior and how they act
– However, Chomsky argued Skinner’s theories and came up with the concept of manufacturing consent, in which the theory of the 5 filters of the mass media machine was created
– It is argued that structure over agency (institutions have more power over small agencies)
1980s: Stuart Hall (Theory of Preferred Reading)
– Stuart Hall developed a critical theory that looked to analyse mass media communication and popular culture as a way of both uncovering the invidious work of the State and Big Business, as well as looking for ways of subverting that process
– Hall proposed the theory of preferred reading, where individuals are not only active in the process of interpretation and the construction of meaning, but they are also able to dismiss and reject dominant messages.
– Hall proposed three distinct positions that could be occupied by individual viewers, determined, more or less on their subject identities:
A dominant position accepts the dominant message
A negotiated position both accepts and rejects the dominant reading
An oppositional position rejects the dominant reading
– This view presents people as producers and consumers of culture at the same time. It means they are active in the making (or rejecting) of meaning through mass communication.
2000s: Clay Shirky (End of Audience)
– Links to the Feminist Critical thinking of intersectionality and post-modernism, which identifies that we all are different and fragmented, just like thoughts and ideas
– Shirky is not too removed from the work of Hall, prioritising the power of individual agency in the relationship between audiences and institutions
– In a TED talk from 2013, Shirky stated that, ‘the more ideas there are in circulation, the more ideas there are for any individual to disagree with.’ In other words, Shirky makes claim for the emancipation gained from new media technologies, liberating individual consumers from the behavioural management techniques of the State that were positioned as problematic by Hall, Althusser, Chomsky and others.
– Shirky’s ideas are supported by Henry Jenkins, another advocate of participatory, on-line communication, which he sees as providing new spaces for individuals to become active and creative in the process of mass mass media.
2019: Shoshana Zubof (Surveillance Capitalism)
– Today’s means of behavioural modification are aimed unabashedly at “us.” Everyone is swept up in this new market dragnet, including teh pscyhodramas ofordinary, unsuspecting fourteen-year-olds approaching the weekend with anxiety. Every avenue of connectivity serves to bolster private power’s need to seize behaviour for profit. Where is the hammer of democracy now, when the threat comes from your phone, your digital assistant, your Facebook login? Who will stand for freedom now, when Facebook threatens to retreat into the shadows if we dare to be the friction that disrupts economies of action that have been carefully, elaborately, and expensively constructed to exploit our natural empathy, elude our awareness, and circumvent our prospects for self-determination? If we fail to take notice, how long before we are numb to this incursion and to all the incursions? How long until we notice nothing at all? How long before we forget who we were before they owned us . . . (p. 326 – Surveillance Capitalism)
Noam Chomsky came up with the 5 filters of manufacturing consent. These 5 filters are financial ownership, advertising, sourcing news, flak and ideology. These 5 filters should be visible in mass communication media, which includes newspapers, radio, TV and advertising. In this instance, we are going to apply the 5 filters to the Daily Mail and the I newspaper.
The first filter of the manufacturing consent is financial ownership. In this instance, the Daily Mail is a conglomerate who contributes towards the monopoly of Murdoch’s News Corp UK, which have subsidiaries including the Daily Mail, The Sun, The Sunday Times and The Mail on Sundays. While these are huge newspaper corporation that publish the most popular newspapers within the UK, the Daily Mail bought out the I for £49.6 million. This is significant because while the I is a smaller, independent newspaper, the Daily Mail is very popular and famous, therefore by buying out the smaller newspapers, they can bring brand loyalty and encourage the Daily Mail readers to purchase the I, meaning they will generate more revenue.
However, while the Daily Mail and the I are owned under the Daily Mail General Trust (DMGT), it is apparent that these newspapers source their information very contrastingly. For example, the Daily Mail has had a load of controversy and has been removed as a reliable source from Wikipedia because they rely on media sensationalism and using inaccurate headlines in order to bring in customers to buy their newspaper, however the I is very different in the fact that although it is owned under the DMGT, it hasn’t been classes as controversial and instead has a reputation for having accurate information and therefore haven’t received backlash for media sensationalism and what some call ‘fake news’. What’s also different is that they have very contrasting political views, even though they are under the same company. The Daily Mail is very right-wing politically aligned and support the Conservative Party. However, the I contrasts this by being left-wing politically aligned and supporting the Labour Party. The way these 2 newspapers contrast each other and are differently politically aligned could be a marketing strategy by having a newspaper that’s left winged and one right winged in order to attract more consumers because they are differentiating from other newspapers, which usually will stick to one politically aligned viewpoint.
Another one of the 5 filters’s flak. Flak is when you have a negative viewpoint towards something in the media. An example of Flak in the Daily Mail was in 2016, with the election of the new Prime Minister. The Daily Mail was heavily supporting Teresa May, a Conservative, yet had a negative viewpoint towards Jeremy Corbyn (Labour). One example of this was their use of support such as their masthead “Your tactical voting guide to boost the Tories and Brexit”. However, the I juxtaposes this viewpoint held by the Daily Mail and instead was showing support for Corbyn and the Labour Party and tried to create a negative viewpoint towards Theresa May and the Conservative Party.
– Both published by the Daily Mail and General Trust – Both are written in a sans-serif font, which is clear and easy to read. – Copies available in both paper format and digital format (apps) – Both contain a mixture of hard and soft news – The Daily Mail is published daily and is a middle-market newspaper, which is published in London and is available in a tabloid format, so is the I – Both the I and the Daily Mail have a similar layout. – Both of the newspaper have a website (dailymail.co.uk and inews.co.uk) – Viscount Rothermere bought out both the I and the Daily Mail – Both the I and the Daily Mail publish daily – The I was bought out by the Daily Mail for £46.9 million – Both the news sources has a Twitter account, where they have their headlines and links to their articles – You can get subscriptions to both of the newspapers – Both of them are published in English – Both of these newspapers are still being published, despite being very old (The Daily Mail is 124 years old!)
– The I is slightly left on the political spectrum, whereas the Daily Mail is more right winged – Daily Mail is more conservative, whereas the I is more democratic – The I is found for free at the airport, whereas the Daily Mail is available in Bookshops for a price – The I is an all-rounded newspaper, whereas the Daily Mail is aimed at older adults (average age of readers is 58) – The last printed edition of The ‘I’ was published on Saturday 26 March 2016, whereas the Daily Mail is still available in print format – Daily Mail is increasing in revenue and the I is decreasing in revenue. – The I’s chief editor is Oliver Duff, whereas the Daily Mail’s chief editor is Geordie Greig. – The I has a readership of around 2.2 million, whereas the I has a readership of around 24.5 million. – 60% of the readership are males and 40% female for the I, whereas the Daily Mail has a readership of 54% female and 46% male. – The Daily Mail has a net worth of approximately £2bn, whereas the I has a net worth of considerably less – The Daily Mail has been criticised for their use of media sensationalism, whereas the I hasn’t. – inews.co.uk has a comical section on their website titled “distractions”, that has quizzes and jokes, whereas the Daily Mail doesn’t – The Daily Mail produces a separate newspaper specifically on Sundays (Mail on Sundays) whereas the I doesn’t – The Daily Mail is a PLC (public limited company) whereas the I is an LTD (private limited company)
– It has won the Press Award for Newspaper of the Year
– The Daily Mail is owned by Jonathon Harmsworth (4th Viscount of Rothermere), who is the current chairman and controlling shareholder of the Daily Mail and General Trust (DMGT)
– General Trust is a media company that publishes newspapers, radio programmes and television programmes.
– It was founded on the 4th May 1896, making it 124 years old.
– As of February 2020, there are approximately 1,134,834 newspapers sold daily and are in circulation
– It has a sister paper, which is called the Mail on Sunday
– Their website (www.dailymail.co.uk) has more than 218 visitors per month
– The Daily Mail is published daily and is a middle-market newspaper, which is published in London and is available in a tabloid format
– The Daily Mail is mentioned in The Beatles’ hit single Paperback Writer
– The Daily Mail (founded 1896) was the first UK daily newspaper to sell more than 1 million copies, making it the biggest selling Western newspaper
Institution
– The Daily Mail is under conglomerate Murdoch’s News UK, which also own the subsidiaries The Daily Mail, The Sun, The Sun on Sunday, The Times and The Sunday Times.
– A survey held in 2015 shown that the average age of The Daily Mail readers was 58 and unlike other newspapers, has a high female readership of around 52-55%
– Between April 2019 and March 2020 it had an average daily readership of approximately 2.180 million. Of these figures, approximately 1.407 million were in the ABC1 demographic and 773,000 readers in the C2DE demographic.
– The Daily Mail targets social class B/C1
– It contains a mixture of hard news and soft news
Criticisms of the Daily Mail
– The Daily Mail was criticised by Jimmy Wales (Founder of Wikipedia) because he claimed it published fake news articles and hyped up headlines of stories that aren’t true
– CNBC also reported that the Daily Mail relies on clickbait and hype headlines
– The Daily Mail has been criticised for its printing of sensationalist and inaccurate stories surrounding science and medicine.
– In 2017, Wikipedia banned the Daily Mail because they found it to be an unreliable news source.
The political spectrum
– – It is a right-wing politically aligned newspaper
– As well as being a right-wing political newspaper, the Daily Mail is also known for supporting the Conservative Party.
Jurgen Habermas (Public Sphere)=a theory by Habermas where people can come together to freely discuss problems and give their opinions within society. A public space includes places, such as a coffee shop.
2. James Curran and Jean Seaton = concept of the Free Market, where media are free to publish what they want, without restrictions and interference from the Government and political control. The information that is published by the press is free to use in the public domain and is open to anyone to access this information.
3. Noam Chomsky = Manufacturing consent, there are 5 filters towards manufacturing consent.
4. Louis Althusser = Interpolation and Ideological State Apparatus, ISAs describe the way in which society is structured, such as education, the arts and religion have a purpose to structure ideological perspectives within society, which then will form our own individual identity. He also noted that people believe they are “outside ideology” and that “interpolation” is a way to recognise the way that ideology is formed.
5. Antonio Gramsci = Hegemony/hegemonic struggle, hegemony is a struggle which emerges from negotiation and consent. Hegemony outlines how certain ideas can be more influential then others. Hegemony is the type of power between the working classes and the higher classes, with an example being Trump’s election.
Curran and Seaton
Curran:
– “The freedom to publish in the free market ensures that the press reflects a wide range of opinions and interests in society”
– “Newspapers and magazines must respond to the concerns of their readers if they are to stay in business”
– “The press is the people’s watchdog, scrutinising the actions of the government and holding the country’s rulers to account.”
– “The assumption that ‘anyone’ is free to start as new paper has been an illusion ever since the industrialization of the press.”
– “The advent of the internet has enhanced the freedom to publish by lowering entry costs. [..] It is possible to set up small websites, the equivalent of small corner shops, but this is not the same thing as publishing well-resourced news websites, the equivalent of supermarkets, in which a large number of people visit.”
Seaton:
– “Public service regulation has secured the survival of a successful broadcasting industry, one which has become more significant economically and which has become an important exporter of programmes, while continuing to discuss and mold national issues”
– “Broadcasting in Britain, monopoly or duopoly, always depended on an assumption or commitment to an undivided public good”
– “The concept of broadcasting has always been of a service, comprehensive in character, with a duty of public corporation of bringing public awareness to a whole range of activity and expressed developed in society”
– “One cause of the collapse of the principle of public service broadcasting has been the deterioration in the relationship between the state and broadcasting institutions.”
– “Broadcasting is a process which cannot be entirely understood from its products. few would claim that the whole nature of the industrial enterprise can be understood from the shop floor of one factory. Neither can all the pressures which condition broadcasting institutions can be revealed by an examination of what Tracey has called ‘the world of determination of a television programme’.”
The 3 Types of Media Ownership
Media as a commodity vs Media as a public good
Transnational Media Corporations and the Impact of Globalisation
– Globalisation is when businesses/companies expand from their home country to international countries and begin to offer their services internationally and in countries outside of their home country.
– Transnational media corporations have subsidiaries in other countries outside of their home country.
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