Intricacies of Media Studies according to Marxist Analysis - Essay Example

Introduction to Media Studies INTRODUCTION A media study is based on content, history and effects of various media, generally in the field of mass media communication. This study intends to uphold the evolving traditions both with regard to social science and humanities. However, in most of the cases, media studies emerge as a crucial guide for the societal purview in terms of mass messages, communication science and communication studies. In this regard, it has been observed that many scholars have propounded certain theories and applications from disciplines of media studies including art history, film theory and information theory. Among all the theories and applications of media studies, one of the leading theories is Marxist Media Theory. In most of the countries especially Britain and European nations, media followed Neo-Marxist approach in the period of late 60s to early 80s. The inventors of Marxist media theory were Karl Marx and Friedrich Engels. They believed that material world (i.e. natural phenomena and method) helps to lead the human thoughts. With the help of this perspective, Marxism then ascertains the social awareness as determined in institutions such as culture i.e. art and media. This theory describes the role of mass media in the replication of the status quo with the help of liberal pluralists who highlight the role of the media in endorsing freedom of speech. On the other hand, the growth of Neo-Marxism in the field of social science has been symbolized in part as a response against ‘functionalist’ models of the society. With the help of the historical materialist viewpoint, Marxist analysis of media starts by analyzing the means and relations of production under contemporary capitalism (Chandler, “Marxist Media Theory”). In keeping with the notion of Marxist analysis, this essay aims to divulge certain intricacies related to the allied notion by evaluating two of the key magazines of Time Warner, a leading media conglomerate i.e. Golf Magazine and Fortune Magazine. One of the famous sports magazines in the world is Golf Magazine. The owner of this magazine is Time Inc. It was published for the first time by Universal Publishing and Distributing in the year 1959. This magazine is one of the important associates for all the golfers, which facilitates to develop their skill levels as well. On the other hand, the other leading magazine of Time Warner conglomerate is Fortune which is essentially a global business magazine. This magazine was initiated by Henry Luce in 1930. It is specially known for its annual features, ranking companies by revenue (Golf, “Golf Magazine”). THESIS STATEMENT The essay intends to throw light on the various intricacies of media studies in keeping with the notion propounded by Marxist analysis. By taking into concern, two of the leading magazines of Time Warner i.e. Golf Magazine and Fortune Magazine, the essay highlights the strategies of profit maximization in respect of Marxist Analysis and sheds light on the area of consequences of ownership patterns and profit maximization. In addition, an evaluation of A Propaganda Model as put forward by Herman and Noam Chomsky would also be made in the study which would facilitate to reveal contemporary issue or historical issue faced by the magazines. ARGUMENT REGARDING MARXIST ANALYSIS IN RELATION TO TWO MAGAZINES Marxist analysis is derived based upon the notion of Marxism, which refers to a theory along with social movement engrained in the notion that society is primarily the history related to class struggles. Marxist analysis related to mass media commences by evaluating the means along with relations of production under the purview business dimensions (Ott 22-30). In relation present a concise argument related to Marxist analysis certain facets have been evaluated below: Strategies of Profit Maximization. Ownership and control of mass media are the two key aspects of profit maximization. Both two dimensions are the main aspects of the profit maximization. Merely a focus on ownership does not render complete guarantee of success. In this regard, it is observed that a few of the multinational magazine companies dominate the media industry in terms of profit maximization. In order to ensure profit maximization, companies look to essentially follow six profit maximization strategies that include cross development, advertising, spectacle, logic of safety, niche marketing along with joint venture (Ott 1-265), Cross Development. The first key strategy of media based companies is cross-development. Cross development process is possible because of horizontal integration. With this consideration, in relation to Time Warner, it is found that it owns DC Comics and publishes over 900 comic books in cross development process. In this similar context, in the year of 2006, CSRwire and Fortune Magazine executed a cross development strategy in news wire service and special advertising sections. In terms of cross development process, with this new strategic intent, Fortune would be able to publish in each section in keeping with the readers’ who are interested. Both the companies will deliver each other information through websites (CSRwire, “CSRwire and the Custom Projects Division of FORTUNE Magazine Sign Cross Promotion Agreement”). Advertising. It is one of the most important strategies of profit maximization. Advertising is a part of interacting with the consumer in order to derive a comprehension about the offered products or services. Magazines are key source of advertising products or services for a company. Over a span of time, the incorporation of advertisements through magazines facilitates a new brand to increase its network. In respect of Golf Magazine, the main customers/audience of are sportspersons and sports lovers who primarily love the sport of golf and they enjoy a readership of the magazine. On the other hand, the consumers or buyers of Fortune Magazine are businessmen and business related entrepreneurs. Advertising is one of the major constituents to rapidly attract the consumers which in turn can facilitate profit maximization in the long run. Thus, it can be said that these two leading magazines of Time Warner play a vital role for advertisers to reach their target audience (Ott 1-265). Spectacle. The dimension of societal spectacle is regarded as one of the most important works of political and cultural theory in modernity. Through the exhibitions and displays of unwanted contents, it can affect the social dimension. The main spectacle associated with the Golf Magazine is its sportspersons and the strategy of this magazine is to promote the images of golf personalities along with providing interviews through this magazine. On the other hand, Fortune Magazine replicates images and interviews of top businessmen along with providing updated rankings of the companies in relation to their revenues (Ott 1-265). Integration. Integration is defined as an ownership partner wherein the subsidiary companies or branches within the organization are interrelated. However, regardless of the magazines related with movie sequels, music remarks or television spin-offs, they are integrated within logic of safety (Ott 1-265). Logic of safety in media is a set of terms or conditions which checks whether particular operational guidelines are adhered properly or not. In many stages, when a magazine is nearing the end of its run, it creates spin off and gives focus on secondary character. Logic of safety is very much important in the media studies. However, in certain instances, at times the small producers and publishers break the rules of logic of safety procedure. After the rules created under logic of safety, publishers of magazines have become very much conscious about the portrayal of images and messages in the magazine (Ott 1-265). Joint Venture. Joint ventures are undertaken by two of the related companies when the costs of print and production rise beyond a certain manageable proportion. Media conglomerates often undertake joint ventures to reduce financial risks. In joint ventures, one of the challenges is sharing the volume. In this regard, the two magazines i.e. Golf Magazine and Fortune Magazine are the sub-companies of Time Warner (Ott 1-265). Niche Marketing. The other crucial strategy of profit maximization is niche marketing. It is referred as target marketing. This marketing strategy is generally described as narrowcasting to differentiate it from broadcasting. It is allows a media corporation such as Time Warner with its leading magazines such as Golf and Fortune to attract and reach previously untapped markets. The niche marketing strategy of Golf Magazine is focused on attracting the sports loving persons, conversely the niche marketing strategy of Fortune Magazine is derived upon drawing a readership of business tycoons (Ott 1-265). In this regard, it is apparently observed that niche marketing strategy allows magazines to reach the untapped markets. Consequences of Ownership Patterns and Profit Maximization The patterns of ownership and strategies of profit maximization that arise in relation to it have significant social and political values. In any capitalist environment, the patterns and strategies discussed are not a surprising part. There are three specific patterns that are available with regard to strategies of profit maximization. The available strategies include the reduction of diversity, the restriction of democratic ideas, and the spread of cultural imperialism (Ott 1-265). Reduces Diversity. This dimension relates to the homogenization of media which at times affects the creativity of a media conglomerate. This theory is influenced by Marxism. This consequence is related to the magazine and media field. This theory argues that media’s unending sameness has pacifying effects on audience, eliminating the possibility for critical thought (Ott 1-265). Restricts Democracy. The other facet focuses on social penalties of ownership patterns and profit-maximization strategies in the media industry. This at times relates to a decline in democratic thought. Democracy is premised on the notion of equality, the free and open exchange of ideas and the participation of diverse publics. Nevertheless, until the relatively recent development and spread of new media, it was impossible to share the ideas and opinions of the audience through these projects (Ott 1-265). Fuels Cultural Imperialism. A third consequence of contemporary ownership patterns and profit-maximization strategies which many observers warn is cultural domination. It signifies exporting of the values prevailing in the United States along with ideologies around the globe. Usually, it determinates the native culture and nation sovereignty. The ultimately effects of ownership patterns and profit motive are extended to the magazine worldwide. At the same time, the magazines possess a crucial ability to reach the audiences in every part of the world. Magazines can create an influence on democracy by reducing diversity and cultural variances of the nation (Ott 1-265). A PROPAGANDA MODEL In the purview of media industry, propaganda model is one of the important models to shed light on the challenges and ever-evolving landscape of the industry. The mass media serves as a system for interactive communications and it creates a considerable impact on the general populace. It is their function to amuse and inform, and to guide individuals with the beliefs, values along with codes of behavior that will assimilate them into the established structures of the larger society. In a world of concentrated wealth and major conflicts of class interest, to fulfill this role there is a requirement of systematic propaganda. A propaganda model emphasizes disparity of wealth along with power and its impacts upon mass-media benefits as well as choices. The propaganda model further sets forth certain filters that include the size, owner wealth, concentrated ownership along with profit orientation of the leading magazine firms. Advertising is the key source related to income of mass media. It can be also highlighted that media is dependent on the evidences and facts provided by government as well as businesses at times (Herman & Chomsky, “A Propaganda Model”). The other propaganda models include flak and anticommunism. Thus, the first filter of this propaganda model in 11,000 magazines was quite minute and local reliant on the large nations. The two magazines including Golf Magazine and Fortune magazine at times have faced certain contemporary issues due to the publication of unproven articles on leading sportspersons and business leaders. Owing to the reason that these magazines deal with high-end social class, they possess a major responsibility to communicate the real facets without misguiding the readers (Cable News Network, “Fortune 500”). CONCLUSION Marxist analysis plays a critical role in determining business activities of modern day conglomerates. It has been determined with reference to two of the leading magazines i.e. Golf and Fortune that profit maximization and ownership is amid the imperative strategy assumed by them. In order to attain these objectives, these magazines aim to avoid any kind of controversies and leverage on the increasing popularity of its readership who are generally niche market buyers. In the present competitive world, these magazines have represented competitive strategies that have enabled them attain greater popularity amid sports lovers and business owners. Works Cited Chandler, Daniel. Marxist Media Theory. 2011. Web. 30 Sep. 2013. “CSRwire and the Custom Projects Division of FORTUNE Magazine Sign Cross Promotion Agreement.” CSRwire. 2013. Web. 30 Sep. 2013. “Fortune 500.” Cable News Network, 2013. Web. 30 Sep. 2013. “Golf Magazine.” Golf. 2013. Web. 30 Sep. 2013. Herman, Edward S. and Noam Chomsky. A Propaganda Model. 1988. Web. 30 Sep. 2013. Ott, Brian L. Critical Media Studies: An Introduction. United States: John Wiley & Sons, 2010. Print. Read More