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Media and Power
Transcript of Media and Power
Hegemony vs. Resistance and Counter-Hegemony Dominant Ideology Why do we accept the dominant social
views without question? RSA's
Apparatuses) Theory of dominant ideology was suggested by
French Marxist Louis Atlhusser
"A world view that supports the ruling class as dominant, the status quo, yet is shared by majority of the people." (O'shaunassy & Stadler, 2009) Use force to make people accept dominant values. ISA's
(Ideological State Apparatuses) Dont use force but rather persuasion to make people accept dominant values. The Media as an ISA Althusser suggests that the media support the dominant ideology.
They do this by producing products and programs that support values
of the ruling class Mask and displace social issues
Incorporate and contain other ideological positions
Give audiences texts that are pleasurable Limitations of dominant ideology theory One-way system
Radical ideas can be argued as popularised
Media is no longer controlled by ruling class Hegemony Developed by Antonio Gramsci
Similar to dominant ideology theory but is a two-way process. Limitations of Culture Jamming References O’Shaughnessy, M & Stadler, J 2009, Media and Society (4th Edition), Oxford University Press, Melbourne.
Gitlin, T 2003, The Whole World is Watching: Mass Media in the Making and Unmaking of the New Left, University of California Press, Berkely and Los Angeles, California. Culture Jamming "A form of media activism that subverts and reworks the intended meaning of existing media texts or parodies major corporations, public figures and their media images" (O'Shaunessy and Stadler, 2009) Culture Jamming can be Hypocritical
There may be Legal implications
Exclusive to the "cultural elite" “Hegemonic ideology enters into everything people do and think is “natural” – making a living, loving, playing, believing, knowing, even rebelling. In every sphere of social activity, it meshes with the “common sense” through which people make the world seem intelligible; it tries to become that common sense. Yet at the same time, people only partially and unevenly accept the hegemonic terms; they stretch, dispute, and sometimes struggle to transform the hegemonic ideology.” (Gitlin 2003, p.11) Counter-Hegemony People who try to challenge the dominant ideology.
New discourse, new ideology, opposite view of the existing ideologies.