Karl Marx Theory - Marxism

German philosopher believe material goods are the root of the social world. Dominant classes create dominant ideology: how culture is constructed in a way that enables the groups holding the power to have maximum control with the minimum conflict. His theory looks at how society is built in 'classes' and argues that lower classes cannot better themselves as upper class people are the powerful who control ideological views put into society.

Marx stated that power was held by a minority group known as the 'elite' or 'bourgeoise' and said these people have access to capital. Because of this they could use their money and power and keep within their group to make more wealth. He said the majority of the population, the 'mass' or 'proletariat' had their labour to help them make a living. He then stated that because of this industrialisation the elite were the only ones who had access to the means of production.

Mediation of the media can relate to this theory in a way that the people who are rich 'hold ideological power' therefore can present messages to the world in ways they want people to be perceived. The media can control messages and what is shown to give messages about groups of people with certain classes.

In relation to my music video the mise en scene in terms of costume can indicate the class of my artist. From a distance the original artist appears quite casual but when you look closely at each item of clothing you can see they are expensive brands that have been dressed down to look casual to lok affordable to the audience. This way the audience will feel as though they can relate and incorporate their idol into their lifestyle.