Media Audiences

Marxist media theorists discuss the media in terms of their role as 'ideological apparatuses'. Explain the key notions behind this research, paying particular attention to the concept of hegemony and the media's role within it. What is 'hegemony', and why is it important to audience studies?

Marxist theorists emphasizes on the role of mass media in reproduction of status quo, however there is no school of thought regarding his theories. He viewed the society where he lives as being a domination class; therefore it was seen as an ideological arena where many class views are fought out, although it happened within the dominance context of certain classes. Marxist argues that mass media is a means of production in the capitalist society since it disseminate the views of the classes which are ruling and defusing the alternative ideas. He concluded by pointing out that the role of the mass...
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