110 – smythe is interested in the underlying dynamics of the media
industry
111 – however he underscores the fact that ideologies teach the
audience to consume products and reproduce capitalist tendencies
111 – Murdock argues that Smythe’s audience commodity economics serves
well to create a “full understanding of the role of the mass media in
capitalist societies.” But he oversells
his side and neglects the ideologic.
Three Blindspots:
1.
He underestimates the centrality of the state –
particularly of Euopean markets and focuses solely on advanced capitalist
societies in North America. It’s not
only economic, but also cultural. (112-112)
2.
Media ideology is largely ignored by Smythe –
Murdock argues (113) that media industires aren’t interested in selling
products, but rather selling the social order system. And what about non-commerical media? Smythe’s
serious oversight – media is not only integrated into the economic base, but is
also part of the ideological superstructure.
Media systems play a double role in reproducing capitalist production.
113 Murdock wants to integrate the two together – CS and PE!
3.
Smythe reduces media system operations as smooth
and unproblematic – but what about Marx and the presence of struggle? Between state and private industry? Class struggle?
He then goes to answer Smythe’s question about how western Marxists
(academics) became focused on ideology and culture. Basic answer: Propaganda from war years. Ideology was a key weapon in manufacturing
the consent by governing powers.
I AGREE WITH MURDOCK THAT THESE TWO APPROACHES DON’T TRUMP ONE ANOTHER,
BUT COMPLEMENT ONE ANOTHER. IDEOLOGIES
OF THE PROGRAMMING, REPRODUCING CAPITALISM IN THE APPS, ETC ARE IMPORTANT TO
CREATE AND MAINTAIN A CONSUMPTION HUNGRY AUDIENCE COMMODITY.
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