Group - 2MAJOR CONTRIBUTION OF ADORNO IN MEDIA: Adorno suggested that false needs are cultiated in !eo!le "# the culture industries$These are needs %hich can "e "oth created and satis&ed "# the ca!italist s#ste' and %hichre!lace!eo!le(strueneeds) freedo'* full e+!ressionof hu'an!otential andcreatiit#*genuine creatie ha!!iness$ ,o!ular 'edia and 'usic !roducts are characteri-ed "#standardi-ation .the# are "asic for'ula and si'ilar/ and !seudo)indiiduali-ation .incidentaldi0erences 'a1e the' see' distinctie* "ut the# are not/$ ,roducts of the culture industr#'a# "e e'otional or a!!arentl# 'oing "ut Adorno sees this as cathartic) %e 'ight see1so'eco'fort ina sad &l'or song* hae a "it ofa cr#and then feelstoredagain$Theargu'ent that is teleision leads !eo!le a%a# fro' tal1ing to each other or 2uestioning theo!!ression in their lies instead the# get u! and go to %or1 .if the# are e'!lo#ed/* co'eho'e and s%itch on T3* a"sor" T3(s nonsense until "edti'e and then the dail# c#cle startsagain$CA,ITA4I5M Ca!italis'%as "ased'a6orl#onthe!olic#of laisse-)faireecono'#$ 4aisse- faireecono'# is one %here there is no interference fro'the goern'ent and !riateorgani-ations andindiiduals arefree to %or1 out their o%n!olicies$ Eer# 'odeof!roduction is !riatel# o%ned and are 'ostl# !ro&t oriented$ Co'!etitie 'ar1ets are ani'!ortant feature of ca!italis'$ Ca!italis' can "e traced "ac1 to the e'ergence of agrarian'ercantilis'in the Renaissance$ Mar1ets are drien"# the needs and%ants of theconsu'ers$ There is a high leelof %age la"our and in 'ost cases la"our %as e+!loited%ithout !roiding good eniron'ent to %or1 in$ Eer# 'eans of !roduction is ca!ital drien$Thereis alsotheclass diide"et%eentheca!italist class and%or1ingclass$ Though!roiding consu'ers %ith %hat the# %ant %as i'!ortant* the 'otie "ehind it %as !urel#!ro&t oriented$ There %ere t%o %a#s of 'a1ing !ro&t) "# !roduction and selling of goodsand "# e+!loiting the la"our class$ DA5 7A,ITA4) IDEO4O89 Das 7a!ital %as %ritten "# 7arl Mar+ in :;uential "oo1s$ It %as !u"lished at a ti'e %henthe %or1ingconditionof thela"ourclass%as terri"leandthediision "et%een "oth theclasses %asincreasing$It %as "orn outoftheindustrial reolution and%asa!roduct ofthirt# #ears of %or1 Mar+$ It discussed in detail the %or1ers* their %or1ing conditions* %agesetc$ ?Co''odit#( %asthe&rstcha!teranddiscussedho%it%asaneedandthattheseco''odities %erethedriingforce"ehindca!italis'$ Mar+discusses ho%eer#thing"eco'es 'aterialistic and econo'ic and does nothaetracesofe'otions$Mone# is ani'!ortant feature of ca!italis'to an e+tent that hu'an interactions reole around'onetar# issues to the 'edia$ 7AR4 MAR@ 7arl Mar+ %as a !hiloso!her* econo'ist* sociologist* 6ournalist* and a !o!ularl# 1no%nreolutionar# socialist$ A 8er'an ideologist fa'ous for his "oo1* ?Das 7a!ital( and?Co''unist Manifesto($ Ae is the founder of Mar+is') an ideolog# %hich holds that hu'an societies !rogressthrough class struggle) ia a con>ict "et%een %or1ing class and !roduction class.ordo'inating class/ Ais oerie% %as that ca!italis' !roduced internal tensions %hich %ould lead to itsself)destruction and !roduce a ne% s#ste': socialis'$ Bourgeoisie ersus !roletariat$ Ao%eer* his ideologies failed and the ineita"le reolution %as re!laced %ithde'ocrac#andli"eralist 'ethods* rather thansocialis'duetoe+tre'e!ositieoutloo1$ Also* the Mar+ist ideolog# %as "ased of idealis' and societ#* and it %as consideredtoo idealist to e+ist$ There(s al%a#s con>ict in econo'#* for an idealist state* andhence* through con>ict e+tre'e idealis' cannot e+ist* and gets o"solete too 2uic1l#$ANTONIO 8RAM5CI Ae %as an Italian Mar+ist theoretician and !olitician* and the founding 'e'"ers forCo''unist ,art# of Ital#$ Ae is the founder of Theor# of Cultural Aege'on#* %hichdescri"es ho% states use cultural institutions to 'aintain !o%er in ca!italist societies$ Co''unist!art#inthe4eninistsense%ashissolutiontothedra%"ac1sof 7arlMar+(s ideolog#) %here in a reolution %as ineita"le "ut the social class reolution%as has clearl# failed in its !ur!ose$ Ae %as the 1e# thin1er contri"uting to Bestern Mar+is'$ A co'!ilation of his %or1s is?,risonNote"oo1s() "asedonso'e ideas inMar+ist theor#* critical theor# andeducational theor#$ Cultural Aege'on#) indicated that a state is for'ed "ased on not coercion alone* "utalso de!ends on consent of the 'a6orit#* since in the case of a 'a6orit# not "eingco'!ati"le %ith a coercie decision that the state authorit# %ants to i'!ose) %ouldlead to con>ict* hence !roing that a state runs on "oth the !rinci!les of coercion andconsent on !arallel "asis$8RAM5CI(5 CONTRIBUTION TO MEDIA Ae !erfor'ed an e+tensie research on the i'!act of 'edia on 'asses and role ofhege'on# in state rule$ In his theor# of cultural hege'on#* he "riefs u!on the roleand e0ect of 'edia on coercion and consent$ Theruleof %or1ingclassisonl#e+ecutedthroughconsent* and8ra'sci* inhise+!lanations of Theor# of Aege'on#* and Cultural hege'on#* ans%ers this$ Ao%eer*the 'edia could si'ilarl# "e used "# those %ishing to s!read counter) hege'onicideas and therefore* intellectuals such as 6ournalists %ould hae a 1e# role in reali-ingchange in conte'!orar# societ#$ Bhat he in fact* indicated is that 'edia is "# and large a huge contri"utor to hel!generate these counter)hege'onic ie%!oints and stands$84OBA4ICATION Theter'8lo"ali-ationdescri"estheinternationali-ationof Ca!italis'in!uritanical*logical or ideological for' in order to e0ect international align'ent of states* goern'entsor unitar# authorities around a single econo'ic !ole$ In its !uritanicalfor'* 8lo"ali-ationdescri"estheinternationali-ationof the!rinci!leof !riateo%nershi!of the'eansof!roductionand o%nershi! of the resultant !ro&ts deried fro' the ?ca!itali-ation( ofthat!roduction$ In logical for'* 8lo"ali-ation descri"es the internationali-ation of thee+!loitationof 'aterial resourcesforthe!ur!oseof 'aintainingthe!o%erof aunitar#authorit#inorder toa0ect identi&a"lesoereignt#$ Initsideological for'* 8lo"ali-ationdescri"es theinternationali-ationof thedistri"utionof resources throughout theglo"al!o!ulace in order to 'aintain the !o!ulace a"oe a"solute !oert#$ 8lo"ali-ation* li1eCa!italis'* alsore2uiresthe'oneti-ationof glo"al resourcesandonce ac2uired* further re2uires the deelo!'ent of glo"alised 'onetar# !olic# to engineerlogical increases in the alue of glo"alised 'oneti-ation oer ti'e$5TRUCTURA4I5M AND FUNCTIONA4I5M 5tructuralis' %as &rst introduced "# Bilhel' Bundt$ It ai's to descri"e the structure of the'indinter'sof the'ost !ri'itieele'entsof 'ental e+!erience$ It focusedonthe"rea1ing do%n of the "rain(s 'ental !rocesses into its "asic co'!onents$ 5tructuralis' is"ased on the idea that the ai' of !s#cholog# is to inestigate ho% the ele'ents are relatedto each other %hich is done "# the stud# into sensations* i'ages and feelings$ Functionalis' %as for'ulated as a reaction to 5tructuralis' and ai's to e+!lain 'ental!rocessina'oreaccurate'annerthan5tructuralis'$ Itdoesthis"#focusingonthe!ur!ose of consciousness and "ehaior$ it %as "rought for%ard "# Billia' Ja'es and %asderied fro' the theor# of natural selection created "# Dar%in %hich suggests that unlesscharacteristics of as!ecies* includingthe!rocesses inthe"rain* seres so'esort of!ur!ose the# %ould not "e selected oer ti'e "# nature and %ould not hae suried$Neo)Mar+is' Neo Mar+is' does not refers to a single theor# or a!!roach "ut rather is a collo2uial reference to the co'"ination of arious DEth centur# schools of thought and a!!roaches that a'end or e+tend Mar+is' and Mar+ist theor#$ It is a lose ter' %ith no &+ed de&nition as !er sa# and &nds a!!lication in arious &elds$ Neo)Mar+is' includes ele'ents of ?!s#choanal#sis( .as in the case of critical theor#/* %e"erian sociolog# or anarchis'$ The theories originall# designated as ?Neo)Mar+ist are concerned in !articular %ith culture and ideolog# and %ith the role of ca!ital states( %elfare institutions in retarding the' adancing socialis'$ Neo)Mar+ist ideolog# states that changes and a'end'ents need to 'a1e it releant and useful to the current ti'es$ The Neo)Mar+ist school of thought deelo!ed after the &rst %orld %ar %hen the Neo)Mar+ists sa% the failure of %or1ing)class reolutions in Bestern Euro!e$ The# inter!reted these failures as an inherent lac1 of adherence to the true Mar+ist theor#* along %ith a lac1 of understanding of the !reailing social conditions$ Neo)Mar+ist theor# focuses 'ore on the social in>uences that !er!etuate not 6ust econo'ic o!!ression "ut also social o!!ression$ The# argued that Mar+ sa% the econo'ic sector as !ree'inent* "ut he ignored the dialectical !rocesses %ithin it* such as !olitics* religion* 'ass)'edia* etc$ The Neo)Mar+ists argue that these !rocesses cannot "e reduced to so'ething deter'ined !urel# "# the econo'#$Ashish 7u'arTe6as N$78ara!ati Ni1ita5ri4a+'i Madhu 5udhan