Applying Marxism: blog task (factsheet 66)
1) Marxism suggests that power was held by the minority (the elite or bourgeoisies) who had access to capital and could use their money and power to generate more wealth. Marxists tend to emphasize the role of the mass media in maintaining the status quo, suggesting power is concentrated in the hands of a narrow life.
2) The Apprentice is a good example of the media reinforcing capitalist values and ideologies because it is a programme which is a prolonged job interview where contestants compete against each other to be chosen for a job working for the entrepreneur Lord Sugar. This reinforces capitalist values and ideologies because Lord Sugar has all the power so this reinforces the 'superior' position of the capitalist elite. He has power as he has used the system to create wealth and he shown using this power to provide a livelihood for the winner of the competition. All the contestants are reliant on him for their survival of the show. The prize for the winner is a well-paid job and the winner will need to display the qualities that identify him/her as a potentially successful business person. Therefore, this promotes capitalist ideologies and values because it demonstrates how if you work hard you will succeed.
3) Fetishize working class life
Only Fools and Horses- Del and his family are working and still have positive experiences despite having the hardship and economic deprivation. Being poor motivates Del to work harder, he is seen as a modern day folk hero as he is shown attempting to improve his social position by using capitalist values/methods. He always manages to win, even though he isn't elite. His attempts to be seen as higher class are usually foolish and reinforces how he is actually working class. He aspires to be a millionaire so reinforces capitalist values.
Demonise working class life or poor
News stories focussing on 'feral youth'/hoodies etc. (The Daily Mail)- The children from poorer backgrounds are shown to be threats to the middle class. These children are assumed to be products of poor backgrounds but their poverty is rarely considered as a casual factor to their behaviour. The class itself is blamed without identifying that the class is a by-product of the capitalist economic structure.
Snog, Marry, Avoid? - People are discouraged from dressing in a way that is deemed as 'common' or 'classless' and the 'make-under' provided creates looks for the young women that fit in better with 'middle class' social norms.
4)
Show the values of the power elite as beneficial to the mass
Show queries or challenges to the base as meaningless, foolish or anti-social via ‘failed revolt’
Show the subdominant position of the masses as a naturalised idea
Show the values of the power elite as ‘natural’ or ‘right’
Show that being a member of the mass is a good thing
Show the masses accepting the values of the power elite
Show the values of the power elite as being ‘for the good of the masses’ (even when unpleasant)
2) The Apprentice is a good example of the media reinforcing capitalist values and ideologies because it is a programme which is a prolonged job interview where contestants compete against each other to be chosen for a job working for the entrepreneur Lord Sugar. This reinforces capitalist values and ideologies because Lord Sugar has all the power so this reinforces the 'superior' position of the capitalist elite. He has power as he has used the system to create wealth and he shown using this power to provide a livelihood for the winner of the competition. All the contestants are reliant on him for their survival of the show. The prize for the winner is a well-paid job and the winner will need to display the qualities that identify him/her as a potentially successful business person. Therefore, this promotes capitalist ideologies and values because it demonstrates how if you work hard you will succeed.
3) Fetishize working class life
Only Fools and Horses- Del and his family are working and still have positive experiences despite having the hardship and economic deprivation. Being poor motivates Del to work harder, he is seen as a modern day folk hero as he is shown attempting to improve his social position by using capitalist values/methods. He always manages to win, even though he isn't elite. His attempts to be seen as higher class are usually foolish and reinforces how he is actually working class. He aspires to be a millionaire so reinforces capitalist values.
Demonise working class life or poor
News stories focussing on 'feral youth'/hoodies etc. (The Daily Mail)- The children from poorer backgrounds are shown to be threats to the middle class. These children are assumed to be products of poor backgrounds but their poverty is rarely considered as a casual factor to their behaviour. The class itself is blamed without identifying that the class is a by-product of the capitalist economic structure.
Snog, Marry, Avoid? - People are discouraged from dressing in a way that is deemed as 'common' or 'classless' and the 'make-under' provided creates looks for the young women that fit in better with 'middle class' social norms.
4)
Show the values of the power elite as beneficial to the mass
- The White middle class family (Roger) receives a bonus because it helps the house prices increase
Show queries or challenges to the base as meaningless, foolish or anti-social via ‘failed revolt’
- The postcard harasser was arrested.
Show the subdominant position of the masses as a naturalised idea
Show the values of the power elite as ‘natural’ or ‘right’
Show that being a member of the mass is a good thing
- Peoples house prises increase.
- They don't need to move out like the Yount family
Show the masses accepting the values of the power elite
- The people leave their financial issues with the banks.
Show the values of the power elite as being ‘for the good of the masses’ (even when unpleasant)
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