Media Studies: Lecture 2
Marx’s analysis: not all television shows are created equally
Not all television shows cannot be created with the same advertising demands, some shows are
much more costly to produce
Media is a product ,
Price is not really something that can be accurately discerned of the nature of the item itself
Not all TV shows are created equally, an advertising spot is not the same in each one
What makes one show worth more than the other
Media is something we consume and it has value
The value is something we give media (Society)
Elitism: is a pride in or an awareness of being one of an elite group. You take pride of being part
of an elite group
Consumption: expenditure on media for a final personal/ economic use
Commodity: an exchangeable unit of economic wealth. Something that is the same, cellphones
are the same , there is very little that differentiates one from the other. Very same features for
the least price tend to be the most successful.
o How is a product and a commodity different?
Mode of production:
Profit motive: Marx (capitalism) never ending desire for profit. It drives it forward to the point
where we collapse.
o The continuous desire to increase capital.
Base: economic foundation of society
Superstructure: material foundation of any society (how it went about acquiring things that it
needs, produces) the base is what governs the superstructure (culture , way we think, interact,
our social institutions, )
Concentration: where businesses acquire and concentrate more and more control , media does
this by becoming larger and larger and more influential
They are buying other things that are beneficial , ties into integration
Historical materialism: (not see on test)
What is Marxist Analysis?
Fothder of many socialist forms of thought
19 century thinker, and is regarded as one of the most influential social thinker of that thought
Impacted thought in the 19 , 20 century, his influence in politics, and continues to be a force
that we deal with today.
Born to a fairly wealthy family, a lawyer, raised revolutionary thought.
Exiled from Germany, France and London, England He is recognized in terms of his contributions to social theory
Marx Tends to look at exploitation and alienation as central elements upon which we look at
What is the economic system behind media? Is it a face, is it something that will perceive our
social consciousness, does it create a sense of drive and demand?
Who owns and controls the media? Who controls the media? Who controls the voice , who
influences most directly what is being said/ The people who own the media, control the media
as a way to control our minds and thoughts
What role does the media play in society? Not all societies play in societies? Entertainment,
educational , informational, economic role in terms of advertising, produces an image that is a
way of life , some roles are of particular importance than others
Media as it relates to the masses, as it relates to a way of consciousness, removing independent
thought, governing a certain sense or belief
o What ideas are spread by the media , or neglected:
o What kinds of heroes are presented in media? Media portrays heroes , (KONY VIDEO
that went viral)
o George Clooney (cultural icon) , drew attention to this video
What is the mode of production? The way things are produced different kinds of societies do
this in different ways .
The way that things are produced changes.
If you need a house , you build it, etc.
Mode of production relates to society. We want to buy things, and its going to cost us , so we
get a job to pay for it .
Our society is not directly being placed on the item that we want to consume. We take a job and
we use the money for something else.
We are removed and alienated from the direct object of our production. We have to work to
earn money to buy things. And the more we want , the more we have to work . This is the
underying part of Marx’s alienation. We don’t make what it is that we need.
Farming and industrial societies are organized in different ways
- What is Marxist analysis? (QUOTE FROM POWERPOINT) what we are making at a fact