Critical Positions on the Media

Marxism and Althusser.


Marxism is an 'economical and social system based upon the practical and economic theories of Karl Marx and Fredrich Engels.' (All About Philosophy, 2002)  Within his theory it is stated that 'the fundamental ideology of communism, it holds that all people are entitled to enjoy the fruits of their labour but are prevented from doing so in a capitalist economic system. (Marxism, 2010).  This can be related to advertising in that it follows the idea that the worker works alone, with no control over what is produced, a direct connection to capitalism.

Althusser was a Marxist philosopher.  He marxist ideology by by incorporating the ISA- Ideological State Apparatus.  This was a method used by organisations to propagate ideology, in an attempt to produce willing compliance.  This can be likened to a Panopticon, producing a willing compliance and enabling them to maintain control.


The Press (News Corp) and Advertising.


The media have had a large influence over public opinion.  Their constant presence in our lives means they can be highly influential over our decisions.  In this way they can be seen to manipulate us.  Rupert Murdochs News Corporation owns a large amount of the worlds newspapers and television channels etc. By controlling so much of the media he controls the "voice" read and heard by so many people across the world.  Our trust in the news means we are easily manipulated into the belief system of that "voice".

It can be argued that in the 2010 general election in the U.K, it was Rupert Murdochs decision to back the conservative party just days before the the voting, was the reason they then went on to receive the majority of the power in this coalition Government.  This can be linked to the ISA as it is propagating ideology and generating willing compliance from the public.

It is often argued that Advertising works in the same way, through manipulation to produce willing compliance.  However, there are several differences between Advertising and propaganda.  The most important being that advertising presents us with a choice, or an option whereas propaganda  presents us with just one choice, compliance.


Semiology.


Semiology is the study of signs.  These signs can be found throughout our daily lives, whether we realise it or not.  "Semiology is thus embedded in a rich and complex series of ideas whose implications are still actively debated" (Rose, 2004, P 24.)  Semiology is dependent on scientific knowledge that contradicts the ideals of ideology.  Williamson is a key theorist on these subjects and argues that advertising is a key form of influential ideology within capitalist societies.