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M I K H A I L P U S H K I N
Political Economy of Media inEurope
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Nicholas Garnham
y Born 1937 and lives today
y Diverse and intriguing background: Royal Navy
Film director, editor, producer for BBC and freelance Media, Culture and Society journal editor
Studied at Sorbonne
Head of Media Department at Westminster University
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Media
y Media is both a product of capitalist system and anideological one
y Media should be studied within its time frame
y Media should be studied within global context ofmodern imperialism, neo-colonialism, New WorldInformation Order
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Media and Culture
y Mass media and Culture Production andReproduction age merged with capitalist structureand enterprises
y Multinational Corporations control all spheres ofmedia production, consumption, distribution andmanufacture on hardware, software and ideologicallevel
y We have limited resources to make sense of it, so weneed to focus on key cases underlying trends
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On capitalist system of our time
y Abstract system of exchange relations
y Characterized by exchange of phenomenal formsand real relations
y In other words exchange system of abstract ideasand real things (work, lived experience)
y Theyre not opposed, but are reflections of each otherwithin the capitalist abstract system narrative
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Ideology-Surplus-Labour
y Labor is application of work to nature to receive fromit
y Minimal labour for survival and reproduction is that
without surplusy Surplus is needed for ideologies to exist (surplus of
produced things)
y Capitalism ensures majority is close to minimal
labour in its way of existence
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Material, Economic, Ideological
y Distinct yet interpenetrating
y Everything is interconnected in a kind of strugglebetween private/state/capitalist
y Politics struggles against capitalist economic formsof control
y Social interaction forms are material, yet dictated byideology of the time sustaining certain economic
system
y Economic is the superstructure of our timeregulating material and dictating ideology
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Critique of Existing Marxist Theories
y Reduction of everything to manifestation of the willof the ruling class as opposed to complex economic,ideological and political network linked to history.
y Reduction of the role and complex bidirectionalrelationship between the media and the hegemonypositioning media as subjected device of propaganda
broadcast
y Narrowing down to specific instances, like Smythestheory of audience as commodity
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On ideology
y While a tool to promote ideology is also a field ofstruggle between politics and economic
y Reflected in private(capitalist) and state
y Breaks down into more complex message notnecessarily as dictated
y Based on differences therefore controversial
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Dualism of culture
y Culture as produced by the hegemonic mode
y Culture as produced by workers
y Culture as born out of capitalism
y Culture as born out of working class (organicintellectuals)
y Ideologists directly paid special class
y
Cultural products are ambivalent to the point ofbeing ideologically subversive
y Dualism state investing into pro-state commercials
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Mental production
y Contradictory
y Where, what and how much is surplus?
y Subjugation: Copyright
Media for sale (newspapers)
Artificial expiry
Smythe
State intervention
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Cultural Surplus
y Initiation conditions:
Spare capital
Expected profit
y Bound up with country conditionsy Linked with means and materials for its distribution
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Present Condition
y Traditional areas overloaded with capital
y Lots of surplus capital looking for investment space
y Investment goes to alternative sectors
y Multinational competition
y Attempts to open up, absorb new markets abroadand convert local state-owned media into a private(capitalist) one
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Armand Mattelart
y Spent a year as a monk
y Gained fame in Chile and supported Allende
y Currently professor Emeritus at the University of
Paris
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How to read Donald Duck