Week 3- Power

Today we looked at Gramsci’s concept of hegemony in relation to media power. The key reading, ‘A compromised fourth estate?’ explores the growing concern for journalism’s credibility as the boundary between journalism and public relations collapses. In the chapter, ‘media power’, Paul Long and Tim Wall discuss theorists’ perspectives on the ways in which a hierarchal system is maintained within society.

Both readings corroborate the idea that the fifth estate influence the fourth estate’s lives through hegemony. In relation to these two texts, hegemony describes the leadership from those at the top of the hierarchy. My found reading explains how the “conscious manipulation of language” (Long and Wall., 2014: 355) by the powerful is subconsciously received by the oppressed. This links to Foucault’s idea of discourse. Citizens subconsciously yet actively, accept their oppression because they’re conditioned to consider it to be the social norm. In the set reading, it states: “almost everything is recycled” (Lewis et al., 2008: 11), meaning that most journalism is from another source, predominantly from public relations or an organisation of a more powerful position. Journalists diligently accept the help because they need the superior assistance to maintain the regulation of their workload. This links to Karl Marx theory as it gives the powerful minority, the ability to control content that reaches the public as they seek to conceal certain aspects they feel could threaten the social class system. Contest for media access favours the rich and powerful.

These two texts have made me reconsider the intrinsic power of the media in structuring public awareness of social issues. The conventions of news benefit certain voices, views and ideas. Journalists working independently is surprisingly now an exception as it’s common for news to be encouraged by a higher ruling influence. This notably favours businesses and the government as they have the resources to acquire “status of truth” (Long and Wall., 2014: 355). This means that the citizens believe the ‘bourgeoisie’ have everyone’s best interests in mind and know what is best for civil society. This links to the idea of media as agents of power. This high status that the minority have obtained can also ruin people’s reputations and bring people down.

I find the concept of discourse interesting and would focus on the manipulation of language within certain monopolies and news organisations. I’m interested to explore whether new digital media and convergence has effected the way significant figures interact with consumers and whether it’s now easier in modern society to reinforce dominant ideologies.