Applying Marxism: blog task
1) What does Marxism suggest regarding power in society?
Marxists view capitalist society as being one of class domination; the media are seen to promote hegemonic ideology and ensure the dominance of certain classes; ultimate control is increasingly concentrated in wealthy corporations/media conglomerates; media professionals, while enjoying the illusion of autonomy, are socialised into and internalise the norms of the dominant culture.
2) Why is The Apprentice a good example of the media reinforcing capitalist values and ideologies?
The apprentice is a good example of the media reinforcing capitalist values and ideologies because these qualities are the ones that are rewarded by success within the show and can be seen to be part of the construction of a false consciousness regarding the personality types of people who are valued within the capitalist system. The creative, individual or introvert are not seen as ‘acceptable’ neither are those who challenge authority or who work outside team structures. People who do not conform to these norms are ‘fired’. These personality traits can be seen to be the ones that work best within the service industry that employs most people today. Too much individualism could be detrimental to the potential to make profit and The Apprentice
reinforces and supports these values supporting the needs of the economic system we are in. This particular false consciousness obscures the fact that different personality traits have different strengths and those not suited to today’s working climate are rejected. In addition, the ‘rightness’ of capitalism and a desire to work within businesses where profit is the only motivation is implicit throughout the programme.
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'.)
Dads Army
Popular BBC comedy series set in the fictional south coast seaside town of Walmington-On-Sea during World War 2. Alternating moments of gentle character comedy with broad slapstick, it recounts the misadventures of the local voluntary defence force (or 'Home Guard') consisting of men too old or 'unfit' for military service. They are led by the pompous Mainwaring, manager of the local bank, and consist of the suave, mild-mannered Sergeant Wilson , Lance-Corporal Jones, the town's butcher and an old soldier prone to hysteria, cockney spiv Walker, dour Scots undertaker Frazer, gentle, elderly and incontinent Godfrey and dim-witted mummy's boy, Pike, whose mother is 'friendly' with Wilson. They are based in the Church hall where there is much friction between Mainwaring, the effeminate Vicar, his creeping Verger and ARP Warden Hodges (the grocer) who calls Mainwaring 'Napoleon' and strongly dislikes him.
The Middle
In the Heck family, middle-age, middle-class, middle-America mum Frankie Heck (two-time Emmy winner Patricia Heaton) uses a sense of humour to try to steer her family through life's ups and downs as she tackles her career goals. Her unflappable husband, Mike (Neil Flynn), is a manager at the local quarry. Oldest son Axl is an obstinate young man; awkward daughter Sue cannot seem to find her niche -- despite much enthusiasm in her attempts -- and youngest son Brick is an unusual child whose best friend is his backpack.
4) Look at the bullet points on page 4 of the factsheet:
When making a Marxist reading of a text, look out for representations that:
The first bullet point can be applied to capital because the values of the power elite as beneficial to the mass is shown by the character Roger when he is the most powerful person in the street because he earns a lot of money and also he has a massive house which means that he can use this house and money to his advantage which means that he has a lot of power. The next point can be applied to Capital because one of the owners sons was the one who had started the campaign and also the old ladies grandson was part of it as well so they had done things which harmed the community which was very foolish and can be categorised as anti-social behaviour and the people in the community had queried about the problem and a lot of challenges were created which people had to overcome. The next point can't really be linked to Capital.The next point can be linked to Capital because the power is in the hands of Roger and his kids have got it naturally because there dad has earned all the money which will be past to the next heritage which is the kids. But, I think that it is not right because no one should have more power than anyone else. Finally, the last 3 points can't really be linked to the series Capital in any shape or form.
Marxists view capitalist society as being one of class domination; the media are seen to promote hegemonic ideology and ensure the dominance of certain classes; ultimate control is increasingly concentrated in wealthy corporations/media conglomerates; media professionals, while enjoying the illusion of autonomy, are socialised into and internalise the norms of the dominant culture.
2) Why is The Apprentice a good example of the media reinforcing capitalist values and ideologies?
The apprentice is a good example of the media reinforcing capitalist values and ideologies because these qualities are the ones that are rewarded by success within the show and can be seen to be part of the construction of a false consciousness regarding the personality types of people who are valued within the capitalist system. The creative, individual or introvert are not seen as ‘acceptable’ neither are those who challenge authority or who work outside team structures. People who do not conform to these norms are ‘fired’. These personality traits can be seen to be the ones that work best within the service industry that employs most people today. Too much individualism could be detrimental to the potential to make profit and The Apprentice
reinforces and supports these values supporting the needs of the economic system we are in. This particular false consciousness obscures the fact that different personality traits have different strengths and those not suited to today’s working climate are rejected. In addition, the ‘rightness’ of capitalism and a desire to work within businesses where profit is the only motivation is implicit throughout the programme.
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'.)
Dads Army
Popular BBC comedy series set in the fictional south coast seaside town of Walmington-On-Sea during World War 2. Alternating moments of gentle character comedy with broad slapstick, it recounts the misadventures of the local voluntary defence force (or 'Home Guard') consisting of men too old or 'unfit' for military service. They are led by the pompous Mainwaring, manager of the local bank, and consist of the suave, mild-mannered Sergeant Wilson , Lance-Corporal Jones, the town's butcher and an old soldier prone to hysteria, cockney spiv Walker, dour Scots undertaker Frazer, gentle, elderly and incontinent Godfrey and dim-witted mummy's boy, Pike, whose mother is 'friendly' with Wilson. They are based in the Church hall where there is much friction between Mainwaring, the effeminate Vicar, his creeping Verger and ARP Warden Hodges (the grocer) who calls Mainwaring 'Napoleon' and strongly dislikes him.
The Middle
In the Heck family, middle-age, middle-class, middle-America mum Frankie Heck (two-time Emmy winner Patricia Heaton) uses a sense of humour to try to steer her family through life's ups and downs as she tackles her career goals. Her unflappable husband, Mike (Neil Flynn), is a manager at the local quarry. Oldest son Axl is an obstinate young man; awkward daughter Sue cannot seem to find her niche -- despite much enthusiasm in her attempts -- and youngest son Brick is an unusual child whose best friend is his backpack.
4) 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.
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