"Only a critical political economy approach can adequately explain how the media work today". Discuss the pros and cons of this statement, with reference to the following sector of modern media: Advertising.

The first 200 words of this essay...

MEDIA STUDIES COM 1010

Major Essay. Value: 30%, length: 1750 words.

Zulfikar Mirza

* Student number: 18904068

* Tutor: Dr. Linda Venter

* Due date: 9th May 2003

Question 2.

"Only a critical political economy approach can adequately explain how the media work today".

Discuss the pros and cons of this statement, with reference to the following sector of modern media: Advertising.

INTRODUCTION

To be able to discuss the pros and cons of the statement, one must first find out exactly what the statement is declaring. It suggests that the media can only be analyzed from a critical political economy perspective. Though the statement holds a lot of weight, it is only fair to consider exactly what the statement argues. For this essay the advertising sector of media shall be taken into consideration, as we uncover the truth behind the advertiser consumer connection.

Critical Political Economy

Taken from Marxist studies concerning the relations between labor and capital, 'political economy' focuses on the structures in media that possess political and economic control. The Marxist political economy believes that in the mass media there is a definite trend to avoid