Mike Wayne's Marxism and Media Studies (2003)

Book Review from the December 2003 issue of the Socialist Standard

Marxism and Media Studies. By Mike Wayne. Pluto Press.

The big media are owned by big companies, so naturally enough they present a pro-capitalist view of the world. You might think there wasn’t much more to say about the media, but in this book Mike Wayne says quite a bit more. Be warned, though, that it is intended as a university textbook, and this is presumably what makes it so full of jargon (reification, ideologeme, for instance). The second half, in particular, is strong on jargon but remarkably weak on insight.

Wayne begins by wrestling with the question of whether “cultural workers” (writers, actors, etc.) are working class or not. He accepts that they produce commodities that realise surplus value, and notes that scriptwriters on Coronation Street had to increase their productivity when the soap changed to three episodes a week (as the actors had to as well). He has a point that actors and musicians who are established faces/voices cannot be simply replaced with other wage workers, but draws from this the odd conclusion that “intellectuals” are somehow located between capital and labour. The fact is that, leaving aside a small number of very highly-paid performers, those who work in the media are dependent on selling their ability to work and so count as wage workers. Even film directors can get sacked if they step out of line.

So-called public service broadcasting (the BBC, for instance) is often seen as motivated by considerations other than profit. But Wayne remarks on the political context in which such organisations were set up: the 1920s and 30s were a time of increased state intervention in the economy, and “public” broadcasting arose in line with such developments, designed to serve the overall interests of the capitalist class. The overtly commercial media, of course, are run on straightforward capitalist lines. The amount of advertising on TV has increased, to a permitted average of eight minutes per hour (next time you watch ER, check how much advertising the show’s 60 minutes contains).

Media conglomerates such as Disney are almost a law unto themselves, and their companies repeatedly plug films made by other Disney subsidiaries. Disney’s boss Michael Eisner and the ubiquitous Rupert Murdoch lobbied for China to be allowed into the World Trade Organisation, as both have their eyes on the potentially enormous Chinese market. But many governments regard their country’s media as a special case, not to be open to overseas takeovers and so needing “protection”. US capitalists, in particular, have been pressing for the WTO to enforce “liberalisation” of European media, so that they can be sold to the highest bidder. For instance, when the Kirch media group in Germany collapsed in 2002, Murdoch was prevented from acquiring a controlling interest.

Wayne presents an analysis of Big Brother in terms of the base-superstructure model. But we’ll refrain from quoting any of the more pretentious formulations in this, on the grounds that it would be too easy a target.

Paul Bennett