The cultural effects model

Which theory created this

Neo-Marxist

What is neo Marxist

• marxists and interactionists

• Sometimes say there is an element of free will

What does this model suggest

• it gradually affects us over time - referred to as the drip drip effect

• It recognises the media is owned by the bourgeoisie and that they try to spread their dominant ideoogy

Why would media owners want to spread their dominant ideology

• they want everyone in the working class to think a certain way e.g. they spread info about immigrants which leads to most people being anti immigrants which then helps them get certain political parties into over etc

What does the cultural effects model aim for

A consensus among society where we fails to challenge the ruling class ideology e.g. we agree about benefit scroungers

What does the media’s view on benefit scroungers lead to

• believing the generalisation when it doesn’t apply to everyone

• Negative labelling

• Divide and rule

• Distraction from exploitation

What does divide and rule mean

They divid the working class as we argue over our views which mean we can’t come together for a revolution and the bourgeoisie continue to rule

What does poverty porn mean

Exploiting the group for entertainment and also gradually getting people to change their views

Why has media been dumbed down

To gain more money as we watch it as there is a decline in serious media

How can we criticise the idea that media is dumbed down

• police interceptors

• 24 hours in A&E

• True crime documentaries

Examples of dumbed down media

• keeping up with the kardashians

• Real housewives

• Love island

What does it mean that we are actively choosing to be passive

We choose what to watch and it still affects us