ABSTRACT
The manipulative or orthodox Marxist model suggests that the mass media are owned and controlled by a small, influential and powerful group who are effectively using the media to maintain the status quo. Since this group is one of the most influential and powerful in society, they would suffer the most if there were any changes that affected their position. Consequently, they wish to avoid change and maintain the present arrangements. To achieve this they provide ‘entertainment’ in order that citizens can escape from the realities of their existence. A citizen, in their day to day life, could be faced with the realities of, for example, poverty, boredom, frustration, danger and stress, to list just a few. If these citizens are drip fed a diet of trivia in the form of millionaire quizzes,
celebrity news or gossip and soaps (all of which, some believe, can be achieved simultaneously with uncritical coverage of the royal family), attention is directed away from the power and influence of the small and powerful group. The content of the media is effectively used to manipulate the views and attitudes of citizens. The system does not produce thinking, critical citizens who are going to question the position of the small and powerful group who own and control the mental means of production. When viewed in these terms, the media has a significant influence on a citizen’s ability to participate successfully in society.
