NDM News: MEST3 essay on blog

Within in this essay I will be looking at both Marxism and pluralism which are two variations of how the audience perceive the media; therefore will be arguing both for and against the argument of how powerful in the terms of consumption and also production does new and digital allow us to do more than ever before however within this essay I will be arguing from the perspective of Marxism and Pluralism.

Firstly, pluralist see a society of competing groups and interest; from the perspective of pluralism audience’s perspective is the concept of being a multiplicity society that consist of competing groups and interest. In addition for a pluralist society it’s evident that they do not have a dominate ideology Pluralism perceive the media of being predominant suggesting that news is on a constant change and as the new changes its means it’s before being dominate, and from their point of view pluralist audience have a high level of power to produce and be prosumers.  Finally, according to the “plural values of society” they are able to conform, accommodate, challenge or reject (Gureveicht et al. 1982:1).

In contrast to Marxist perspectives which view capitalist society as being on of a class’s domination; overall the media also promote that we as the audience see are a part of a hegemonic ideology to ensure that they have a dominance of a certain classes. Ultimately, control is much more is mostly seen within the more wealthy corporations /media conglomerates which is a part of a completely new Marxist theory and also because of the media dominates such as Rupert Murdoch and he stated that “the internet has given readers much more power…. The world is changing and newspapers have to adapt” (Rupert Murdoch, News Corp) from this it’s evident that new and digital media has had an effect the on the media and that’s due to the effect that consumers are constantly on their phones which means that from the perspective of a Marxist and this means that news intuitions such as News Corp need to change the way they are emitting their news articles to ensure that they keep their Hegemonic views enact.

“Great leveller”- (Krotoski,2012) Evidently this has allowed the help to reinforce the status quo by 

promoting dominant ideologies for example the most dominate ideologies that can be seen in the UK are “mail online” which has around 8 million hits every month and is continuously expanding and growing. Similarly, to its tabloid print edition, the website takes a Conservative, right-wing perspective on key issues around gender, sexuality and race and audiences appear to passively accept what the Marxist theorist, Gramsci, called a hegemonic view.

Furthermore, now more people are sharing things online which could which is now like a disguise; it’s now making much more powerful for the audience to one communicate and also at the same be able to share via social media. Furthermore,   from the perspective of a Marxism the media believe that the mass media are a tool that are being used by ruling bodies to maintain hegemonic control over the masses and keep the consumer believing that we are in a class divided society. Overall from the perspective of the media we are perceived as a “test monkey’s” always staying on our phones and constantly typing nonsense.  In my opinion I honestly, believe that as a consumer we don’t get the chance to create our own opinion due to the fact that anything that is emitted by the common society will never get seen by the mass audience because the audience are seen as ants to the dominate individuals.

The digital revolution:

As we are in a society of never ending developments it has led to use (audience members) to socialise much more differently such as using texts, to arrange events or to communicate with peers. And has now overall effected the mass Medias expectations and has now overall reshaped the lives we live.   However it’s also evident that we are living in a society that has a lot of fake news which means that as the evolvement of the NDM it has also created “fake news” and 70% of audience which are mostly, the younger members and they are much easier to target and are the ones who are constantly, being seen on these stair websites. Evidently, Fake news has been created and this has been seen throughout the 2016 US Presidential Election. Teenagers in Macedonia were creating sites in which fake news stories were created to gain ad revenue.     

Technological Convergence:

As Technology, continues to evolve it has lead media organisations to converge, this is because we are now moving into a new environment which is a completely, all about the media is all of our media combined. Evidently, everything can now be accessed from one device which means that consumers are able to consume but also produce at the same time which means that it’s much easier for new institutions to publish everything online because us as the consumers are becoming much more dependent on our phones and are now constantly on them. However the advantage of this is now consumers are able to video events up close and publish these videos online via social media such as YouTube and Twitter; for example the attacks in Vegas which happened earlier this year this is was videoed and put onto YouTube (created by the consumer bystanders). By doing this it saves institutions like News Corp time. Furthermore, I believe that if the development of citizen journalism was not a thing in our society now (in this era) in our now the audience and consumers around the world would never be able to hear about anything until the news actually published about it.

On the other hand the development of new and digital media means that the audience are much more in term of consummation and also production which overall has created “lazy journalism”; this is due to the fact that the world of the Internet and the social media is constantly changing; providing a healthy challenge for journalists struggling to keep up. In terms of production user generated content is now much popular because of the realism behind the footage that’s caught by a bystanders and normal individuals who are just happened to be standing by. Furthermore, the use of this type of videography has allowed audiences to feel much more associated with these global intuitions, gaining this tool as consumer has allowed us to felled more valued and also allows them to be heard other audience members. Although, this has its advantages because UGC is not looked over into much depth it means that it’s not regulated, meaning that footage can be doctored. However it’s evident that the convergence of Technology has now morphed the world of journalism because consumers are providing footage to the institutions and journalists.

In conclusion I believe that we are living in a Marxist society and have been manipulated as if we have and empower (in the term of consumption and production) but in reality we are all just  apart of from the perspective of “Pareto’s law” “A minority of (media) producers always serve a majority of consumers”; I honestly believe that we are living in a Marxist society because even though we are able to be producer, consumers, citizen journalist and an audience member at the same times. The dominate individuals are ultimately going to be the producers always going to be at the top of the food which are the global institutions which are always going to be serving the consumers.