Slightly critical of traditional Marxism – their views need to be modified to take into account the changing circumstances of contemporary society.
- The views the media distributes are not from the direct control of owners.
- The approach recognises the power of owners but believes they rarely interfere with the content of the media.
- Through the spread of the dominant ideology, other social classes are persuaded to accept these values that the ideology is reasonable and normal.
- This approach does not believe manipulation takes place.
Role of owners
- Owners of the media rarely have day-to-day control of media content. This is down to managers and journalists.
- The dominant ideology does not intend to brainwash but generate a consensus about what is good and right.
- The common sense assumption shared by journalists (mainly white, middle class men) mean the audience only sees and hears a limited range of opinions – leading to them being exposed to this dominant ideology.