This document introduces Marxist media theory and provides an analysis of the TV show "The Apprentice" using Marxist concepts. It discusses how Marxist theory views power and the economy being held by a minority elite class who use media and other institutions to maintain the status quo. It analyzes how "The Apprentice" reinforces the power of the capitalist elite and constructs values that support the system through the tasks and judgments of contestants. The document argues media can create "false consciousness" by presenting certain ideologies as truths to benefit the capitalist power structure.

1. Introducing
Marxist
Media
Theory
A2 Media
Studies
Media Issues,
Debates and
Theories-

2. Objectives:
• Define and explain selected ideas from
within Marxist theory.
• Demonstrate how these ideas can be
used to help analyse media texts.

3. Background:
• Marx was an economic theorist who
wrote during the 19th Century.
• His ideas deal with social and economic
power relationships and have been
influential in economics, politics and
sociology and can be very useful for
media students.

4. Key Ideas:
• Power was held by a minority (the elite or bourgeoisie) who had
access to capital and could use their money and power to
generate more wealth.
• The majority of the population (the mass or proletariat) had
only their labour (strength and time) to help them make a living.
• Industrialisation had meant that the elite were the only ones
who had access to the means of production.
• Without the ability to produce for themselves, the mass were
dependent on the elite for survival.
• To maximise profits, the elite needed to get as much labour
from the mass for as little cost as possible.
• The elite needed the mass to accept their position as powerless
workers.

5. So, in effect…

6. The Superstructure
Marx saw that certain structures act to support
this financial power-base. The 2 main ways this
can happen is via repression or ideologically.
Repressive Structures: Ideological Structures:
Those that threaten to act Those that act to construct the
with force if rules are not values and ideologies which
upheld. govern the way people behave.
THE ARMY SCHOOLS
THE POLICE RELIGION
THE LEGAL SYSTEM FAMILIES

7. I.S.A.s
Although Marx did not live to see the rise
of the mass media in the 20th Century,
Marxists came to see the media as part
of the ideological power structure (the
ideological state apparatus or ISA) and
claimed the media was party to the
construction and maintenance of ideas and
values that supported the capitalist
system.

8. False Consciousness
The ISA can work in a number of ways to
create false consciousness - the belief in
ideas and values as truths when in fact
they are constructed ideologies which
support the power base.

9. Exam Hint:
Theory is only useful if it is used to analyse
media texts. Never simply describe theory -
always relate the ideas of a theory to examples
from texts to show how the theory helps to
explain the meanings created by media texts.

10. Case Study: The Apprentice
(2005-present: BBC)
• The Apprentice is a prolonged job interview where
contestants compete against each other to be chosen
for a job working for the entrepreneur Lord Alan
Sugar.
• The fact that Sugar has all the power reinforces the
‘superior’ position of the capitalist elite.
• He has power as he has used the system to create
wealth and he is shown using this power to provide a
livelihood for the winner of the competition.

11. Case Study: The Apprentice
(2005-present: BBC)
• All of the contestants are
dependent on him for their
survival in the show (and implicitly,
beyond).
• The prize for the winner is a well-paid job and the
winner will need to display the qualities that identify
him / her as a potentially successful businessperson.

12. Case Study: The Apprentice
(2005-present: BBC)
Through the tasks and the judgements offered
afterwards some clear values are identified:
Successful people need to be outgoing but not too
extrovert. They must be adventurous in business terms
but not reckless; confident but not arrogant and be
both good leaders and team players.
These qualities are the ones that are rewarded by
success within the show and can be seen to be part of
the construction of a false consciousness regarding the
personality types of people who are valued within the
capitalist system. The creative, individual or introvert
are not seen as ‘acceptable’ neither are those who
challenge authority or who work outside team
structures. People who do not conform to these norms
are ‘fired’.

13. Case Study: The Apprentice
(2005-present: BBC)
Given the media’s position as part of the superstructure of the
capitalist system, texts can be analysed in terms of how they act to
construct these values in their representations.