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Marxism is based on the writings of 
19th Century philosopher and 
social activist Karl Marx. 
His writings were a response to the 
extremes of poverty and 
exploitation he witnessed in the 
years after the British Industrial 
Revolution. 
Marxism and 
Hegemony 
Das Kapital (1867) argues and 
highlights that there are two 
fundamental classes: 
- The Proletariat 
- The Bourgeoisie
The Two Classes 
Marxism 
 The Proletariat – Workers who have to 
sell their labour to survive 
 The Bourgeoisie – The ruling class, own 
the means of production (i.e 
Factories), property or wealth 
Marx argued that in capitalist systems the bourgeoisie 
dominates and exploits the proletariat in pursuit of 
profit. 
He also suggested that ideology, values and beliefs are 
important in persuading the proletariat to accept the 
power of the bourgeoisie.
Marxism and 
Hegemony 
Marxist, Antonio Gramsci 
disagreed with the Marxist view of 
how the ruling class maintained 
their status and power. 
He considered why given the 
inequality of capitalism the 
Proletariat did not simply rise up 
and revolt. 
He came up with the concept 
of Hegemony to describe how 
the ruling class dominate other 
classes by manipulating the 
culture so they present their 
view as being “common sense” 
They are convinced that the 
dominant ideology is the only 
ideology.
 “Any dominant 
ideology in any 
society presents 
itself as the ideology 
of that society as a 
whole. Its work is to 
deny the legitimacy 
of alternative and 
oppositional 
ideologies” 
 Dyer (1979) 
Hegemony 
Ideology is not 
necessarily a fixed 
set of ideas and is in 
a constant state of 
flux. Its common 
goal however 
remains the same; 
to maintain the 
status quo of the 
dominant class.
Hegemony 
Capitalism. 
The production of capital 
and consumption of surplus 
value as a life goal.
Hegemony 
Patriotism. 
To love, support and protect 
one’s country and its people. 
Marriage and family. The 
“right way” to live is to marry 
an opposite-sex partner and 
have children.
Hegemony 
Male superiority. 
Men are more suited to 
positions of power, and more 
suited to decision-making at 
work and at home.
THE MEDIA 
How do the two link 
together and how does this 
apply to my media 
product?
The Media 
The theory claims that the ideas 
of the ruling class come to be 
seen as the norm; they are seen 
as universal ideologies, 
perceived to benefit everyone 
whilst only really benefiting the 
ruling class
The Media 
Social institutions like the mass media play 
a key role in ensuring that the working 
class remain happy with their situation 
despite the inherent unfairness of the 
system. 
- The mass media make sure that the 
subordinates receive a certain underlying 
message of capitalism being positive 
- In Marxist terms, ideology can ultimately 
be identified as the lies, deceptions and 
misinformation given to the working 
classes in order to maintain the state of 
‘false consciousness’.
The Media 
When Marxists apply this ideology to the 
mass media they will argue: 
• The mass media are owned by the ruling 
classes (e.g. Rupert Murdoch, Richard 
Branson) 
• These institutions indoctrinate the masses 
into believing capitalism is positive 
• Media industry workers are exploited just 
as other workers 
• …therefore the mass media exists to 
serve the ideological interests of the ruling 
class.
Production 
My audience will be the upper 
class which means that they are 
not effected by the ideologies in 
the media. 
However, they will also not be 
exposed to those in the working 
class 
I wouldn’t use the working class 
when trying to attract the upper 
class because it would not work
My audience 
(the upper 
class) accept 
and use the 
ideologies to 
shut out those 
who don’t 
have access to 
means of 
production 
My production 
promotes 
ideologies of: 
• Entrepreneur-ialship 
• Free-market 
• Capitalism 
Production
Production 
It APPEARS that the message is 
that anyone can start their 
own business but ACTUALLY 
only it is only open to those 
who have the sufficient means 
of funding to create their own 
business. 
THIS IS HEGEMONY

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Marxism and hegemony

  • 1. Marxism is based on the writings of 19th Century philosopher and social activist Karl Marx. His writings were a response to the extremes of poverty and exploitation he witnessed in the years after the British Industrial Revolution. Marxism and Hegemony Das Kapital (1867) argues and highlights that there are two fundamental classes: - The Proletariat - The Bourgeoisie
  • 2. The Two Classes Marxism  The Proletariat – Workers who have to sell their labour to survive  The Bourgeoisie – The ruling class, own the means of production (i.e Factories), property or wealth Marx argued that in capitalist systems the bourgeoisie dominates and exploits the proletariat in pursuit of profit. He also suggested that ideology, values and beliefs are important in persuading the proletariat to accept the power of the bourgeoisie.
  • 3. Marxism and Hegemony Marxist, Antonio Gramsci disagreed with the Marxist view of how the ruling class maintained their status and power. He considered why given the inequality of capitalism the Proletariat did not simply rise up and revolt. He came up with the concept of Hegemony to describe how the ruling class dominate other classes by manipulating the culture so they present their view as being “common sense” They are convinced that the dominant ideology is the only ideology.
  • 4.  “Any dominant ideology in any society presents itself as the ideology of that society as a whole. Its work is to deny the legitimacy of alternative and oppositional ideologies”  Dyer (1979) Hegemony Ideology is not necessarily a fixed set of ideas and is in a constant state of flux. Its common goal however remains the same; to maintain the status quo of the dominant class.
  • 5. Hegemony Capitalism. The production of capital and consumption of surplus value as a life goal.
  • 6. Hegemony Patriotism. To love, support and protect one’s country and its people. Marriage and family. The “right way” to live is to marry an opposite-sex partner and have children.
  • 7. Hegemony Male superiority. Men are more suited to positions of power, and more suited to decision-making at work and at home.
  • 8. THE MEDIA How do the two link together and how does this apply to my media product?
  • 9. The Media The theory claims that the ideas of the ruling class come to be seen as the norm; they are seen as universal ideologies, perceived to benefit everyone whilst only really benefiting the ruling class
  • 10. The Media Social institutions like the mass media play a key role in ensuring that the working class remain happy with their situation despite the inherent unfairness of the system. - The mass media make sure that the subordinates receive a certain underlying message of capitalism being positive - In Marxist terms, ideology can ultimately be identified as the lies, deceptions and misinformation given to the working classes in order to maintain the state of ‘false consciousness’.
  • 11. The Media When Marxists apply this ideology to the mass media they will argue: • The mass media are owned by the ruling classes (e.g. Rupert Murdoch, Richard Branson) • These institutions indoctrinate the masses into believing capitalism is positive • Media industry workers are exploited just as other workers • …therefore the mass media exists to serve the ideological interests of the ruling class.
  • 12. Production My audience will be the upper class which means that they are not effected by the ideologies in the media. However, they will also not be exposed to those in the working class I wouldn’t use the working class when trying to attract the upper class because it would not work
  • 13. My audience (the upper class) accept and use the ideologies to shut out those who don’t have access to means of production My production promotes ideologies of: • Entrepreneur-ialship • Free-market • Capitalism Production
  • 14. Production It APPEARS that the message is that anyone can start their own business but ACTUALLY only it is only open to those who have the sufficient means of funding to create their own business. THIS IS HEGEMONY