This idea strongly suggests that the media in the contemporary society is so influential that it can easily persuade and convince the professionals and other workers (that tends to sell their labor for survival) and public easily regarding any object. However, the idea does not at all suggest that media should be granted power and ownership of the society. Many Marxists theorists believe that it does not allow media to gain power over the society thus should not be granted with the ownership (Jameel). One of the few examples is that the idea or Marxism view was strongly disagreed by one of the notable Italian Marxist, Antonio Gramsci who believed that the idea / picture is different and that the Marxist view of the ruling class, their status and power is change.
As a result he came up with the concept of ‘Hegemony’. According to him, the ruling class did not have power to own, operate, manage or persuade any society on its very own. It always needed help of the public particularly the Proletariat (the professionals). They can only persuade and rule by force and by staying dominant and with the help of some other forces.
Both of these ideologies did not go well and received a lot of negative criticism as the idea that was presented in it was in a vague and did not give a clear understanding and therefore cannot be applied on the contemporary media and the argument that it should be given ownership. Both of these thinkers assumed the audience (public) as passive and who can easily be persuaded (Artz and Kamalipour). In a documentary, ‘The War You Don’t See’ John Pilger coined the term ‘Ruling by Consent’ at the very start of his documentary (Pilger).
After watching the documentary, one can easily realize that frontline media in the two super powers of the world i. e. the USA and UK will not at all publish or broadcast anything which is against or in contrary with the ‘War Agenda’ pursued by both governments. Even though the power, which the mainstream media of both the countries enjoy, is far greater then one can imagine. The media is used and utilized in such a way that it easily manipulates and influence the thoughts and perception of the audience.
For this reason the information is always filtered and is published and broadcasted with the government’s consent, which was further elaborated by Chomsky as ‘manufacturing consent’ (Martín). Similarly, Pluralism also illustrates that media have the power over society and can persuade the general public by the dominance of the elite.
Please type your essay title, choose your document type, enter your email and we send you essay samples