Applying Marxism: blog task
Go to our Media Factsheet archive on the Media Shared drive and open Factsheet #66: Applying Marxism. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets - you'll need to save the factsheet to USB or email it to yourself in order to complete this at home. Read the factsheet and answer the following questions:
1) What does Marxism suggest regarding power in society?
Marxist's believe that Power was held by a minority (the elite or bourgeoisie) who had access to capital and could use their money and power to generate more wealth. The majority of the population (the mass or proletariat) had only their labour (strength and time) to help them make a living. Industrialisation had meant that the elite were the only ones who had access to the means of production. Without the ability to produce for themselves, the mass were dependent on the elite for survival. To maximise profits, the elite needed to get as much labour from the mass for as little cost as possible. The elite needed the mass to accept their position as powerless workers.
2) Why is The Apprentice a good example of the media reinforcing capitalist values and ideologies?
The Apprentice is a good example that reinforces that view and ideologies as the main focus is solely on who makes the most profits from their business plan which links back to the idea of having a capitalist mindset. A prime example of this is that when the contestants are completing a task on the show. One group could have created a basic sales pitch and another group could have come up with a more innovate gain sales pitch but just because they made more sales, they advice to the next round. This links back to what Marxist believe regarding power in society because in order for them to maximise profits, the elite need to ensure productivity levels remain high in order to ensure costs are low and profits remain high. Those in power need to make workers feel as if they having nothing other else to offer apart from their labour work which makes them accept their position as powerless workers.
3) Come up with three examples of media texts (e.g. TV programmes, newspapers etc.) that either fetishise working class life (e.g. EastEnders presents quite a harmonious East End community which probably doesn't accurately reflect East London life) or demonise working class life or poor people (e.g. The Daily Mail and The Sun newspapers regularly demonise people living on benefits with headlines referring to 'scroungers'.)
In Coronation Street, the life of the working class are somewhat glamorised, as it presents them as leading quite an ideal lifestyle. For example, the neighbours and the entire community generally get along well together, which is not really an accurate representation of how communities in London actually are. Over the past few years, London has become increasingly diverse; some view this as an issue, rather than a positive. So it's clear that this tex shows a fetishised version of London, instead of the true more diverse side of it.
In the Daily Mail, the working class/poor people are usually presented in a negative way and they are demonised. Those who receive benefits/financial aid or are unemployed, are typically portrayed in quite a negative way. This creates the impression that they are valued less than the elite/upper class minority, because they have less money than them. The headlines of the Daily Mail newspapers are usually phrased in a particular way, in order to position the audience against the working class people. For example, referring to them as "benefit cheats" "scroungers" and "fraudsters" almost dehumanises these people as it implies that they are criminals and are not worth anything.
5) Look at the bullet points on page 4 of the factsheet:
When making a Marxist reading of a text, look out for representations that:
Capitalist ideologies of working hard is portrayed in nearly every character. The only character that comes to mind is Quentina's boss that takes advantage of her. He says to her that 'she works too hard', but the culture with every other person is that they work hard to make their living. This goes against the status quo. People like the banker works late at night in his bed, he is still a commuter and the Polish builder Bogdan takes on multiple jobs to earn money.
1) What does Marxism suggest regarding power in society?
Marxist's believe that Power was held by a minority (the elite or bourgeoisie) who had access to capital and could use their money and power to generate more wealth. The majority of the population (the mass or proletariat) had only their labour (strength and time) to help them make a living. Industrialisation had meant that the elite were the only ones who had access to the means of production. Without the ability to produce for themselves, the mass were dependent on the elite for survival. To maximise profits, the elite needed to get as much labour from the mass for as little cost as possible. The elite needed the mass to accept their position as powerless workers.
2) Why is The Apprentice a good example of the media reinforcing capitalist values and ideologies?
The Apprentice is a good example that reinforces that view and ideologies as the main focus is solely on who makes the most profits from their business plan which links back to the idea of having a capitalist mindset. A prime example of this is that when the contestants are completing a task on the show. One group could have created a basic sales pitch and another group could have come up with a more innovate gain sales pitch but just because they made more sales, they advice to the next round. This links back to what Marxist believe regarding power in society because in order for them to maximise profits, the elite need to ensure productivity levels remain high in order to ensure costs are low and profits remain high. Those in power need to make workers feel as if they having nothing other else to offer apart from their labour work which makes them accept their position as powerless workers.
3) Come up with three examples of media texts (e.g. TV programmes, newspapers etc.) that either fetishise working class life (e.g. EastEnders presents quite a harmonious East End community which probably doesn't accurately reflect East London life) or demonise working class life or poor people (e.g. The Daily Mail and The Sun newspapers regularly demonise people living on benefits with headlines referring to 'scroungers'.)
In Coronation Street, the life of the working class are somewhat glamorised, as it presents them as leading quite an ideal lifestyle. For example, the neighbours and the entire community generally get along well together, which is not really an accurate representation of how communities in London actually are. Over the past few years, London has become increasingly diverse; some view this as an issue, rather than a positive. So it's clear that this tex shows a fetishised version of London, instead of the true more diverse side of it.
In the Daily Mail, the working class/poor people are usually presented in a negative way and they are demonised. Those who receive benefits/financial aid or are unemployed, are typically portrayed in quite a negative way. This creates the impression that they are valued less than the elite/upper class minority, because they have less money than them. The headlines of the Daily Mail newspapers are usually phrased in a particular way, in order to position the audience against the working class people. For example, referring to them as "benefit cheats" "scroungers" and "fraudsters" almost dehumanises these people as it implies that they are criminals and are not worth anything.
5) Look at the bullet points on page 4 of the factsheet:
When making a Marxist reading of a text, look out for representations that:
- 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)
Now apply those bullet points to Capital. Think about the setting, characters and narrative strands - how many of the bullet points apply to Capital? Does Capital reinforce or challenge the values of capitalism? Give examples from episode 1 to support your points.
Capitalist ideologies of working hard is portrayed in nearly every character. The only character that comes to mind is Quentina's boss that takes advantage of her. He says to her that 'she works too hard', but the culture with every other person is that they work hard to make their living. This goes against the status quo. People like the banker works late at night in his bed, he is still a commuter and the Polish builder Bogdan takes on multiple jobs to earn money.
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