Marxism suggests that power is held by a minority (the elite). They use their power and money to generate more wealth. The majority of the population (proletariat) had only their labour to help them make a living. The elite were the only ones who had access to the means of production. Without the ability to produce for themselves, the mass were dependent on the elite for survival. To maximise profits, the elite needed to get as much labour from the mass for as little cost as possible.
2) Why is The Apprentice a good example of the media reinforcing capitalist values and ideologies?
Alan Sugar has all the power and is in a superior position. The contestants are dependent on him and they are competitive with each other while being challenged to complete tasks in the world of business. There is a false consciousness that they have to have this character trait to make it in the world of business but they are actually conforming to these ideals to be apart of the mass.
3) Come up with three examples of media texts (e.g. TV programmes, newspapers etc.) that either fetishise working class life (e.g. EastEnders presents quite a harmonious East End community which probably doesn't accurately reflect East London life) or demonise working class life or poor people (e.g. The Daily Mail and The Sun newspapers regularly demonise people living on benefits with headlines referring to 'scroungers'.)
- 'Only Fools and Horses' - A show which focuses on two brothers and their granddad who live a working class life, they are seen to struggle but their humour and attitude towards it is seen as quite likeable and makes people want to have a much more positive attitude towards issues like that.
- 'Rich House Poor House' - Channel 5 show where a poor family swaps houses and lives with a rich family and vice versa. It highlights the struggle the poor family goes through and makes some people crave a better lifestyle.
- 'Benefits Britain: Life on the Dole' - Another channel 5 documentary that focuses on working class people on benefits. Exposes the harsh reality of what it's like to live on benefits and how tough having a working class background can be for some people.
5) Look at the bullet points on page 4 of the fact-sheet:
When making a Marxist reading of a text, look out for representations that:
- show the values of the power elite as beneficial to the mass
Roger's hefty bonus is contributing to the economy. This makes the house prices go up,therefore benefiting the mass.
- show queries or challenges to the base as meaningless, foolish or anti-social via ‘failed revolt’
The banksy painters assistant puts the last of the postcards through the door, was arrested for the harassment caused.
- show the subdominant position of the masses as a naturalised idea
The banker having some power or influence in the market is non-existent. His assistant putting the money in the stocks trying to help the mass and the banks fails as the stocks go down.
- show the values of the power elite as ‘natural’ or ‘right’
The banker leaves his bonus with his bosses who control a lot of things, they are the elite. This is natural to him as he has always done this.
- show that being a member of the mass is a good thing
The people leave the power with the banks, this makes the house prices go up keeping them better off.
- show the masses accepting the values of the power elite
Everywhere the banker commutes there is no trouble, no ones causing problems on the train as they are all going to work. They are following the rules to maintain order which is what the elite want to maintain control of the masses.
- show the values of the power elite as being ‘for the good of the masses’ (even when unpleasant)
Quentina has to wait for her letter to see if shes being deported or not, the austerity cuts and the pressure the councils are under may overlook her case. The cuts are put in place so debt could be payed off.
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