PRAGOTI

The role of the mass media (MM) in influencing mass and class behavior has been a central concern among critical writers, especially since the turn of the Twentieth century. Debates and studies on the MM have focused on its political bias, ownership and links to big business, relationships and ties to the state, relative openness and diversity, promotion of wars and corporate interests among other major issues affecting the relations of power, wealth and empire. Of particular interest to writers opposing and supporting the role of the MM is the impact of the MM in influencing mass outlook, opinions and behaviors. Essays, monographs and empirical studies have been published as to the extent of MM influence, the time frame in which it retains control, the ‘depth’ of loyalty to MM inculcated opinions, and the ‘place’ in which MM messages have the greatest influence in inducing mass opinion in conformity with ruling class interests.

An understanding of the role and power of the MM in contemporary capitalist society requires us to organize the debate according to three major schools – conservative, liberal and Marxist – before proceeding to a critical analysis and finally presenting notes towards setting alternatives to elite-controlled communications networks.