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A levels Sociology Answer Sample

The document evaluates the view that media serves the interests of the ruling class, primarily supported by Marxist sociologists who argue that media owners manipulate content to propagate ruling class ideologies and maintain social inequalities. However, pluralist perspectives suggest that media also reflects consumer demand, leading to diverse content and innovation, while the rise of new media empowers individuals to challenge established authorities. Ultimately, the document concludes that while elite control exists, the influence of new media is reshaping the landscape of information dissemination.

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8 views

A levels Sociology Answer Sample

The document evaluates the view that media serves the interests of the ruling class, primarily supported by Marxist sociologists who argue that media owners manipulate content to propagate ruling class ideologies and maintain social inequalities. However, pluralist perspectives suggest that media also reflects consumer demand, leading to diverse content and innovation, while the rise of new media empowers individuals to challenge established authorities. Ultimately, the document concludes that while elite control exists, the influence of new media is reshaping the landscape of information dissemination.

Uploaded by

arooj3185
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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‘The Media serves the interests of the ruling class’. Evaluate this view.

Media is a channel of mass communication through which information is sent or received. The
idea that media serves the interests of the ruling class is supported by Marxist Sociologists.

Marxists argue that owners control and exercise a great deal of power. It performs ideological
functions where it can determine people's thoughts and behavior which is referred to as a
manipulation approach. It propagates values that support the capitalist system by rationalizing
and justifying social inequalities. Media owners control media content as they are themselves a
part of the ruling elite and so they continuously manipulate media to transmit their ideology in
order to control the wider population. So the content which is represented through media is
considered biased and as a reflection of the ruling class views. They further argue that the
government does not regulate it because the political elite are also a part of the ruling class like
media owners.

Another argument that the Marxists present is that in order to maintain the status quo and
benefit the bourgeois, the Media spreads ruling class ideologies. Altusser argues that Media is
an ISA ( Ideological State Apparatus) that transmits ideas that justify the systematic inequalities
inherent in capitalist society. They also persuade people that the system is fair and operates in
the interests of all rather than a dominant class. So the working class experiences a false class
consciousness and are forced to believe that the system benefits everyone. As a result, mass
manipulation occurs where media is used through a range of techniques such as
propaganda to shape the audience's opinions.

A study by Glasgow Media Groups showed that media represents power holders and other
privileged groups in a favorable light. News coverage of industrial action tended to present
owners and managers as reasonable and moderate while trade union officials that represented
the workforce were represented as aggressive, militant and disruptive. This is a perfect example
of the media's influence in influencing ideas and promoting ruling class ideologies.

Moreover, Media organizations also act as gatekeepers, determining which stories are told and
how. This usually results in narrow representation of issues while reflecting the interests of
those who exert power. An example of this is the recent rape case that happened in one of the
colleges in Lahore. Despite many students reporting that the incident happened, news
broadcasters claimed that no such event took place, resulting in a situation of chaos and
confusion. Other social media networks such as Instagram were used to spread the news, raise
voice against the college group involved and appeal for justice.

On the other hand, many sociologists argue that the media does not serve the interests of the
ruling class. Pluralists argue that power in democratic, free market societies is driven by profits
so it makes content that the consumer wants to see in order to maintain high profits. This
creates innovation and diversity because media owners want to make money so they would
adapt content to be more diverse rather than narrowed opinions. Thus, the media content
doesn't tend to be biased. It represents the views of the general public.
Another argument which supports this view is that it is impractical for media owners to control
output on a day to day basis, so they trust editors and other sources as well who might not
spread ruling class interests. In Addition, the rise of New Media has encouraged audiences to
become more active and allow a greater range of people to control media content in today's
globalized world. An example of this is the social media app Twitter where people represent
their views and even show resistance to ideologies or policies implemented by the State or the
ruling class. These sources of New Media have made it difficult to determine how flow of
information could be tightly controlled by the ruling class. Digital Optimists argue that new media
has provided a powerful means for individual citizens and protest groups to oppose established
authorities such as the ruling class and promote changes in society that benefit the less
privileged groups as well.

Concluding everything said above, based on the evidence cited above there is some reality to
the claim that media owners exercise power and control over the content and audiences.
However, with the rise of new media. Pluralists argue that control is divided over many agents
and not centralized at the top. Therefore, considering both the sides of the argument it can be
concluded that while there is some power exercised by the elite over the content, rise in new
media is continuously making efforts to overcome it at the same time.

[ Reference book: A Levels Sociology Coursebook by Chris Liversey and Jonathan Blundell].

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