This document discusses the concept of "We Media" and how contemporary media has become more or less democratic. It provides learning objectives about We Media and where it has emerged. It aims to explore Marxist and conflict theories of media, including the ideas of Gramsci, Chomsky, and the role of media as the fourth estate of democracy. Key concepts discussed include cultural hegemony, Karl Marx's views on capitalism, and Noam Chomsky's theories about media control and democracy. Students are tasked with further exploring conflict theory through research and creating a mind map. Homework involves creating a fact page about Chomsky's theories on media and democracy.

1. WHO IS THIS?

2. WHO IS THIS?

3. WHO DECIDES WHAT YOU READ ABOUT?

5. WE MEDIA & DEMOCRACY

6. TOPIC OBJECTIVES
For this topic you need to learn about the following, in relation to
at least two areas of the media:
 What are ‘We Media’?
 Where / how has ‘We Media’ emerged?
 In what way are the contemporary media more
democratic than before?
 In what ways are the contemporary media less
democratic than before?

7. TODAY’S AIMS
 To understand the Marxist view of the Mass Media e.g.
Conflict/Hegemonic theory
 To explore conflict theory and apply to traditional media
examples

8. CULTURAL THEORISTS AND THEORIES
 Marxist ideology
 Gramsci, cultural hegemony
 Chomsky, media control
 Fourth Estate of democracy

9. CULTURAL HEGEMONY
 Denotes the predominance of one class over
another
 This represents not only political and economic
control, but also the ability of the dominant class
to project its own way of seeing the world so
that those who are subordinated by it accept it as
'common sense' and 'natural'.

10. KARL MARX
 1818-1883
 Philosopher, political economist, theorist,
revolutionary, exile
 Published Capital (1867), and The Communist
Manifesto (1984)

11. CAPITALISM
 A social &

25. WHAT HE SAYS…
 The sincere aspect of my attendance to these carnivals of disobedience is my instinctive
mistrust of authority and innate belief that whilst we are different we are all equal and have a
social culpability to care for every member of our society. That, ultimately we are one, that
separation is an illusion and that none of us can be content as long as there is neglect and
suffering among the weaker of our number. Capitalism has
failed us. All of us, even people who’ve recently become well off, like me. The
system has failed because it’s created
disparity and discontentbecause it is
devouring the planet. It is irresponsible and unaccountable and it will forever cyclically fail so we
need to look at an alternative. I’m sure you won’t be astonished to learn that I, Russell Brand,
the stand-up comedian have not dreamt up a viable replacement for the Free Market between
gigs and joyless trysts but I know all over the world, in the face of incredible obstruction and
resistance, people are inaugurating economic systems that are founded on fairness and
egalitarianism. Worker run factories, villages without currency and even in Blighty, council
estates bulk buying shopping to make benefits go further.

26. CONFLICT THEORY
 Conflict theorists argue that some people benefit
from the mass media more than others.
 In particular, the mass media favour the interests of
dominant classes and political groups in two ways:
a) Ownership of the mass media is highly concentrated
in the hands of a small number of people and is highly
profitable for them. Thus, the mass media are a source
of economic inequality.
b) The mass media broadcast beliefs, values, and ideas
that create widespread acceptance of the basic
structure of society, including its injustices and
inequalities. Also known as hegemonic theory

27. CONFLICT/HEGEMONIC THEORY

28.  Why might the news media be
considered to be an important
part of a democratic society?
 What evidence is there to
suggest that the news media
are not as democratic as we
think?

32. FOCUS TASK
 Explore conflict/hegemonic theory in more depth
 In pairs, carry out research and create a mind map
of ideas for the learning board
 You can use A3 paper and pens if you prefer!

33. HOMEWORK
 Create a fact page about Noam Chomsky’s theories
on the media and democracy
 Use bullet points and ensure that your info is clear
for others