How has the study of media and communications developed over the last Essay - 2

How has the study of media and communications developed over the last century - Essay Example According Elisa et al (1), many disciplines have contributed to the study and development of media and communications as well. The first work to be discussed is that done by Karl Marx. His influences on this discipline were less assertive. Notwithstanding, the works were very important and well known in the analysis of media and communication (Atton 51). The theory of Marx is inclined to give a strong emphasis on how media and communication leads to situations of status quo among individuals (Elisa et al 1). This is opposed to many scholars who say that media’s role in the society is to encourage people communicating freely. The fundamental characteristic of the Marxist theory is his point of view on â€Å"materialism†, where Marx insists that social being is a great determinant of individual’s awareness. According to his opinion, ideological perspectives of others are not correct on their claim that the social status of individuals determines directly their consciousness and awareness. The researchers view ideology as power of specific system to denote its own meanings as experienced (Ivan 78). Marx’s position on ideology is that the media offers a great persuasion on the people of different groups to embrace capitalism as a natural aspect to them. Antonio Gramsci developed the concept of Marxism in 1920s and brought in a new idea of hegemony. Hegemony is a scenario where power relationship is received and regarded natural or seen as a common sense. Hegemony for example would include lifestyle programs that cover a range of areas of domestic life as well as personal lives of individuals. This could further include programs like childrearing, dog training, clothing, cooking, among others (Emke 57). Chomsky and Herman found out that media has a way of manipulating populations such that they are prevented from being rebellious. They did achieve this by manufacturing consents and controlling the audiences’