Q7 Media Paper 1: Ideology can be defined as a collection of values and beliefs. To what extent do media products target audiences by constructing an ideological view of the world?
You should refer to your newspaper Close Study Products, The i and The Daily Mail.

Ideology – a system of ideas and ideals, especially one which forms the basis of economic or political theory and policy.

Libertarianism – The I – promoting freedom. Shows the harsh reality of what’s going on in the world.

“vote on Johnson future turning toxic for Tories” suggesting that the Torie party is becoming toxic after Johnson became prime minister and more so after the queens jubilee due to wasted tax used for the queens parade.

The I shows wars and more of the real world problems across the whole globe not just in the UK which shows the papers values are to spread news and awareness to places which can help.

Authoritarian – Daily Mail – government run so only things the government are okay with being included are used.

For example promoting the queen “my heart has been with you all” suggesting the queen has always been there for us excluding the amount of ‘her peoples’ money that she wasted on her jubilee parade rather than it being spent on good causes such as the NHS or helping Ukrainian refugees.

The Daily Mail only shows what’s going on in the UK excluding other countries making out that everything elsewhere in the world is fine whereas in reality its not. Suggesting they value what the government want to keep hidden from the UK over what the UK deserve to see.

Chomsky explains how propaganda and systemic is biased function in corporate mass media.

5 filters of mass media machine –

• Structure of ownership – most media companies are concentration of ownership through vertical and horizontal integration, most media owned by mass media conglomerates
• The role of advertising – To produce money to cover the cost of production and distribution of media through advertisement and sponsors. You need advertisers to fill the cash gap.
• Links with the establishment
• Divisionary tactics – ‘flack’ – disposal of unwanted news negatively surrounding the patriarchy
• Uniting against a ‘common enemy’ – your enemy’s enemy is your friend, uniting against something we don’t like, media exploiting stereotyping something that is commonly disliked in the area to attract attention and exhibition.

 The i and the Daily Mail attempt to establish a distinctive identity within this free market

Free market =  free market is a system in which the prices for goods and services are self-regulated by buyers and sellers negotiating in an open market without market coercions

Curran and Seaton: Liberal theory of press freedom

To discuss key concepts such as Authoritarianism, Libertarianism, Right wing, Left wing. Use secondary sources (ie quotation) to help to support your knowledge and understanding

Show some knowledge of media regulation – you can draw upon Livingstone and Lunt

Definitions

Libertarianism is a political philosophy that upholds liberty as a core value. Libertarians seek to maximize autonomy and political freedom, and minimize the state’s violation of individual liberties; emphasizing free association, freedom of choice, individualism and voluntary association.

Authoritarianism is a form of government characterized by the rejection of political plurality, the use of strong central power to preserve the political status quo, and reductions in the rule of law, separation of powers, and democratic voting.

Hedonism comes from the ancient Greek for ‘pleasure’. Psychological or motivational hedonism claims that only pleasure or pain motivates us. Ethical or evaluative hedonism claims that only pleasure has worth or value and only pain or displeasure has disvalue or the opposite of worth.

The Frankfurt School was a school of social theory and critical philosophy associated with the Institute for Social Research, at Goethe University Frankfurt in 1929. Founded in the Weimar Republic (1918–1933), during the European interwar period (1918–1939), the Frankfurt School comprised intellectuals, academics, and political dissidents dissatisfied with the contemporary socio-economic systems (capitalist, fascist, communist) of the 1930s. The Frankfurt theorists proposed that social theory was inadequate for explaining the turbulent political factionalism and reactionary politics occurring in 20th century liberal capitalist societies. Critical of both capitalism and of Marxism–Leninism as philosophically inflexible systems of social organization, the School’s critical theory research indicated alternative paths to realizing the social development of a society and a nation.

Habermas and the Public Sphere

The emergence of an independent, market-based press, created a new public engaged in critical political discussion.

The public sphere is an area in social life where individuals can come together to freely discuss and identify societal problems, and through that discussion influence political action. 

The public sphere is an area in social life where individuals can come together to openly discuss and identify societal problems, and through that discussion influence political action.

‘Habermas argues that the development of early modern capitalism brought into being an autonomous arena of public debate.’

‘He argues, the public sphere came to be dominated by an expanded state and organised economic interests’.

‘Created a new public engaged in critical political thinking’.

Newspapers

Chomsky explains how propaganda and systemic biases function in corporate mass media. The model seeks to explain how populations are manipulated and how consent for economic, social, and political policies, both foreign and domestic, is “manufactured” in the public mind due to this propaganda.

Stereotypically there are two ends of a political spectrum, authoritarianism in countries such as China, and libertarianism in countries such as the US, however Chomsky says that we are being controlled by the mass media (because people in power produce their ideologies and distribute it through mass media) to manufacture the general publics consent- while big conglomerates also own most mass media heavily reducing the public sphere by narrowing the beliefs of other companies and people, as people are being told “facts” from media without comprehending the idea that media will also have a political compass. The I for example might seem more leftist however it is still right winged just less right winged from the daily mail – both are owned by DMGT which the 4th Viscount Rothermere is the chairman for (70% of newspapers are owned by just three companies) and Lord Rothermere was also friends with Adolf Hitler which we can say is a link to the establishment regarding Chomsky’s theory of the 5 mass filters of media. As the public gains knowledge from the media- they are also being programmed through advertisement and media exhibition (Laswell’s passive consumption model- hypodermic model) to view the world through the political compass of the media product. Building on Lasswell consumption model Shannon and Weaver adapted the model and introduced the idea of noise and error disrupting the passive model, active consumption can be enabled by educating yourself about the tactics of the media and start thinking your own thoughts and to keep an eye out on the Chomsky theory of 5 Filters on the mass media machine- and how those filters prevent media from representing all sides of the political compass and how they are mostly right winged authoritarian. Link to Roland Barthes and semiotics presented in the media and how that manipulates public consent.

The 5 filters of the mass media machine:

 1.Structure of ownership

Most media companies are concentration of ownership through vertical and horizontal integration, most media owned by mass media conglomerates.

2.The role of advertising

To produce money to cover the cost of production and distribution of Media through advertisement and sponsors.

You need advertisers to fill the cash gap, we buy media for cheaper than it will ever be produced, and advertisements are being sold to us, but we are being sold to advertisers by mass media and we are the product.

3.Links with the establishment

Media representers or distributers are in debt and work with the people in power, those who go against them are pushed to the margins and not seen as much.

4.Divisionary tactics- ‘flack’

People and other media sources who aren’t helping the people in power are divided away by flack, other sources discredit their views and divert the story onto something else to make the opposing media seem unreliable.

5.Uniting against a ‘common enemy’

Your enemy’s enemy is your friend, uniting against something we don’t like, media exploiting and stereotyping something that is commonly disliked in the area to attract attention and exhibition.UNCATEGORIZED

Newspaper:

Authoritarianism control has a power in a leader or an elite not continuality responsible to the people

Liberalism: Is a political and moral philosophy based on the rights of the individual, liberty, consent of the governed and equality

Right wing newspapers:

-The daily mail

-The Sun

-Daily express

-Sunday express

Left wing newspapers:

-Daily mirror

-Morning star

Noam Chomsky

Noam Chomsky’s propaganda model: The propaganda model is a conceptual model in political economy advanced by Edward S. Herman and Noam Chomsky to explain how propaganda and systemic biases function in corporate mass media.

Noam Chomsky describes himself as an anarcho – syndicalist and libertarian socialist and is considered to be a key intellectual figure within the left wing of politics of the united states.

the 5 filters of mass media

structures of Ownership – is a Part of bigger conglomerates with an end game of profit. Push for what gets them that profit that’s their interest. Journalism comes second.

The role of advertising – Advertising products to earn money and profiting off the product, They are selling products but are also selling the audiences

Links with the establishment -the very system includes complicity. People who in power of the media will punish those who are against them. Companies who are all linked

Diversionary tactics – ‘Flak’- Getting rid of unwanted news, exposing the government, negativity surrounding patriarchy

Uniting against a ‘common enemy’ – your enemy’s enemy is your friend. Uniting against something we dont like

Agenda setting:

AGENDA SETTING -Media Agenda Setting, Politics Agenda Setting, and Public Agenda Setting

FRAMING – expands the research by focusing on the essence of the issues at hand rather than on a particular topic.

MYTH MAKING –

CONDITIONS OF CONSUMPTION – Personal consumption expenditures are officially separated into three categories in the National Income and Product Accounts: durable goods, nondurable goods, and services.

Mass media: Mass media is communication, whether written, broadcast, or spoken that reaches a large audience.

-Television

-radio

-advertising

-movies

-the internet

-newspapers

-magazines

mass media is a significant force in modern culture.

The daily mail

• Is a British daily middle-market newspaper published in London
• The daily mail has 218 million visitors per month
• It has won a number of awards eight times since 1995
• It was one of the first British papers to popularize its coverage to appeal to a mass readership
• The Daily Mail’s print circulation has fallen below 900,000 for the first time in more than 100 years. In February the newspaper sold an average of 896,455 copies each day or 767,021 on weekdays and 1,449,049 on Saturdays – following a month-on-month drop of 1% and year-on-year decline of 7%
• The Daily Mail Is Yellow Journalism – sensationalistic or biased stories that newspapers present as objective truth
• The daily mail are right wing
• the Daily mail is a member of the Independent Press Standards Organisation (IPSO), the new regulatory body for the Press set up in response to the Leveson Inquiry.

The I

• The I is a British national morning paper published in London by daily mail and general trust.
• Founded 26th October 2010
• The paper and its website were bought by the daily mail and general trust on 29th November 2019 for £49.6 million.
• The I was named British National Newspaper of the year in 2015
• The paper had an average daily circulation of 302,757 in March 2013 significantly more than the independent.
• At the start of September 2017, the price rose once again, to 60p for the weekday edition and 80p for the relaunched i weekend beginning later that month
• On 11 February 2016, it was revealed that regional publisher Johnston Press, which owned The Yorkshire Post and The Scotsman, were in the advanced stages of talks to buy the i for around £24 million
• Rothermere, the chair of DMGT, said that the paper would maintain its politically independent editorial style

Habermas and the public sphere

what is Habermas theory of the public sphere?

In its ideal form, the public sphere is “made up of private people gathered together as a public and articulating the needs of society with the state.

The public sphere is the arena where citizens come together, exchange opinions regarding public affairs, discuss, deliberate and eventually form public opinion

Mark scheme:

 The i and the Daily Mail attempt to establish a distinctive identity within this free market

Free market =  free market is a system in which the prices for goods and services are self-regulated by buyers and sellers negotiating in an open market without market coercions

Curran and Seaton: Liberal theory of press freedom

To discuss key concepts such as Authoritarianism, Libertarianism, Right wing, Left wing. Use secondary sources (ie quotation) to help to support your knowledge and understanding

Show some knowledge of media regulation – you can draw upon Livingstone and Lunt

Ideology = A system of ideas and ideals, especially one which forms the basis of economic or political theory and policy.

Chomsky explains how propaganda and systemic biases function in corporate mass media. The model seeks to explain how populations are manipulated and how consent for economic, social, and political policies, both foreign and domestic, is “manufactured” in the public mind due to this propaganda.

Stereotypically there are two ends of a political spectrum, authoritarianism in countries such as China, and libertarianism in countries such as the US, however Chomsky says that we are being controlled by the mass media (because people in power produce their ideologies and distribute it through mass media) to manufacture the general publics consent- while big conglomerates also own most mass media heavily reducing the public sphere by narrowing the beliefs of other companies and people, as people are being told “facts” from media without comprehending the idea that media will also have a political compass. The I for example might seem more leftist however it is still right winged just less right winged from the daily mail – both are owned by DMGT which the 4th Viscount Rothermere is the chairman for (70% of newspapers are owned by just three companies) and Lord Rothermere was also friends with Adolf Hitler which we can say is a link to the establishment regarding Chomsky’s theory of the 5 mass filters of media. As the public gains knowledge from the media- they are also being programmed through advertisement and media exhibition (Laswell’s passive consumption model- hypodermic model) to view the world through the political compass of the media product. Building on Lasswell consumption model Shannon and Weaver adapted the model and introduced the idea of noise and error disrupting the passive model, active consumption can be enabled by educating yourself about the tactics of the media and start thinking your own thoughts and to keep an eye out on the Chomsky theory of 5 Filters on the mass media machine- and how those filters prevent media from representing all sides of the political compass and how they are mostly right winged authoritarian. Link to Roland Barthes and semiotics presented in the media and how that manipulates public consent.

The 5 filters of the mass media machine:

 1.Structure of ownership

Most media companies are concentration of ownership through vertical and horizontal integration, most media owned by mass media conglomerates.

2.The role of advertising

To produce money to cover the cost of production and distribution of Media through advertisement and sponsors.

You need advertisers to fill the cash gap, we buy media for cheaper than it will ever be produced, and advertisements are being sold to us, but we are being sold to advertisers by mass media and we are the product.

3.Links with the establishment

Media representers or distributers are in debt and work with the people in power, those who go against them are pushed to the margins and not seen as much.

4.Divisionary tactics- ‘flack’

People and other media sources who aren’t helping the people in power are divided away by flack, other sources discredit their views and divert the story onto something else to make the opposing media seem unreliable.

5.Uniting against a ‘common enemy’

Your enemy’s enemy is your friend, uniting against something we don’t like, media exploiting and stereotyping something that is commonly disliked in the area to attract attention and exhibition.