The impact of new and digital media (Marxism and Hegemony)
Marxist theorists tend to emphasise the role of the mass media in the reproduction of the status quo.
The impact of new and digital media now means that, those in control e.g. the bourgeoise, who have 'hegemonic control' no longer have absolute control as they used to. In the past, when social networking sites were not developed, those who had power exploited those without power, at the expense of producing profit and serving the interest of the capitalist system. For example, certain groups such as ethnic minorities were represented by the elite, not only because they had a hegemonic function to do so, but because it was one way in which the bourgeoisie could maintain their status quo and maximise their power. However, today, the Marxist theory can be challenged. The impact of new and digital media now means that individuals can now represent themselves through social networking sites e.g. profile pictures, bibliographies and statuses, rather than being represented by the elite through what they think they know about you. We could argue that the impact of new and digital media is gradually challenging the hegemonic structure (possibly break it in the future.
- Marxists view capitalist society as being one of class domination; the media are seen as part of an ideological arena in which various class views are fought out (Impact of new and digital means that we now, ourselves have ultimate control and domination because we are able to represent ourselves with the construction of the bourgeoisie), although within the context of the dominance of certain classes; ultimate control is increasingly concentrated in monopoly capital.
The impact of new and digital media (Liberal Pluralism)
- Pluralists see society as a complex of competing groups and interests, none of them predominant all of the time. Media organisations are seen as bounded organisational systems, enjoying an important degree of autonomy from the state, political parties and institutionalised pressure groups. Control of the media is said to be in the hands of the elite who allow a considerable degree of flexibility to media professionals. A basic symmetry is seen to exist between media institutions and their audiences, since in McQuail's words the 'relationship is generally entered into voluntarily and on apparently equal terms'... and audiences are seen as capable of manipulating the media in an infinite variety of ways according to their prior needs and dispositions, and as having access to what Halloran calls 'the plural values of society' enabling them to 'conform, accommodate, challenge or reject'.
However, in terms of the impact of new and digital media on social networking sites such as Facebook, Twitter and Google+, the Liberal Pluralist theory applies well. Social networking sites allow a flourishing of thousands of different opinions, as it permits and encourages freedom of expression and speech. For example, discussing issues, for example the death of Osama Bin Laden triggered many responses and allowed individuals to express their opinions and what they thought about it personally.
However, social networking sites also allow individuals to enjoy an important amount of happiness and freedom from the state. For example, by updating photo albums to share with their friends and family, inbox, chat messages, video phone calls and so on. This freedom allows individuals to be able to achieve the 'greatest good of the greatest happiness' and be able to express themselves.
Similarly, audiences today are seen as capable of manipulating the media in an infinite variety of ways according to their prior needs, as they have access to 'the plural values of society' which enables them to 'conform, accommodate and reject' which goes to show how audience choice has now changed in comparison to the past. This goes to show the advancement of new technologies in the 21st century.
Alternatively, control of the media is said to be in the hands of the elite who allow a considerable degree of flexibility to media professionals. In terms of social networking, we could argue that the owners of the product itself have the power to change what they believe will be beneficial, not only for their users, but for them too and what will really drive their profit. This is because, those powerful, the elite, have a central impulse which drives them in order to achieve the greatest profit, because they are motivated by the profit motive. So, although they still do consider their users, it is more about them and producing profit, rather then the users, who are the main people for their success and profits.
* The Hyperdermic needle theory
The Hypodermic Needle Model suggests that the information from a text passes into the mass consciouness of the audience unmediated, ie the experience, intelligence and opinion of an individual are not relevant to the reception of the text. This theory suggests that, as an audience, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers. It assumes that the audience are passive and heterogenous rather than active producers. This links to how 'audiences are capable of manipulating the elite' (new and digital media)
* Uses and Gratifications - Blumer and Katz (1969)
The media offers (in terms of social networking sites)
1) Surveillance e.g. news
2) Entertainment e.g. sharing clips, images, updates and statuses.
3) Cultural transmission (cultural ideologies and values - Cultural Imperialism)
4) Social Identification e.g. sharing similar experiences as somebody else, and thus identify with them.
5) Escapism e.g. from daily routines (escape from problems, e.g. through internet, social media)
The impact of new and digital media, now means that audiences are given a variety of different options, allowing them to be able to have access to a greater variety of views and values through the developments of new technology. These new developments now mean that audience experience is enhanced as well, as their lifestyles, seeing as that over 70% of people live their lives online. Similarly, freedom of speech and freedom of expressions are another factors which have been triggered as a result of the impact of new and digital media, which means that audiences now have more choices in terms of consumption, producing and exhibiting texts e.g. UCG
The Hypodermic Needle Model suggests that the information from a text passes into the mass consciouness of the audience unmediated, ie the experience, intelligence and opinion of an individual are not relevant to the reception of the text. This theory suggests that, as an audience, we are manipulated by the creators of media texts, and that our behaviour and thinking might be easily changed by media-makers. It assumes that the audience are passive and heterogenous rather than active producers. This links to how 'audiences are capable of manipulating the elite' (new and digital media)
* Uses and Gratifications - Blumer and Katz (1969)
The media offers (in terms of social networking sites)
1) Surveillance e.g. news
2) Entertainment e.g. sharing clips, images, updates and statuses.
3) Cultural transmission (cultural ideologies and values - Cultural Imperialism)
4) Social Identification e.g. sharing similar experiences as somebody else, and thus identify with them.
5) Escapism e.g. from daily routines (escape from problems, e.g. through internet, social media)
The impact of new and digital media, now means that audiences are given a variety of different options, allowing them to be able to have access to a greater variety of views and values through the developments of new technology. These new developments now mean that audience experience is enhanced as well, as their lifestyles, seeing as that over 70% of people live their lives online. Similarly, freedom of speech and freedom of expressions are another factors which have been triggered as a result of the impact of new and digital media, which means that audiences now have more choices in terms of consumption, producing and exhibiting texts e.g. UCG
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