Marxism is a method of control through the use of dominant ideologies. It is sometimes described as 'Humankind's history fundamentally is a struggle between social classes.' A central feature of Marxist theory is the 'materialist' stance that social being determines consciousness. According to this stance, ideological positions are a function of class positions, and the dominant ideology in society is the ideology of its dominant class. This is in contrast to the 'idealist' stance that grants priority to consciousness (as in Hegelian philosophy).
Cybernetic Capitalism is a similar theory argues that technology, particularly the internet, manipulates and controls people. This theory hits at the fact that digital media has a great hold over young peoples' lives and culture, and could also shape their identities. This has influenced my production to include various forms of media within the film.
Our product t does directly relate to this theory our music video and brand is based around the idea of a star and our 'boy meets girl' style of music video follows the conventions of the R&B and soul genre and does conform to the dominant media ideologies that beautiful women should be sought after and desired which relates to the male gaze theory that suggests mass media images such as those in music videos are filmed from and for the male perspective and as such show women often in a provocative manor and although there will be no provocative content in the video it could be argued we are objectifying females, alternately this could also be said for the male protagonist who could be seen as being objectified through the female gaze and I would agree with this point as this is often the case for male music stars as it adds to their appeal. Whether this has a positive or negative impact on youth our video is based around this ideology because we are trying to create a start image within the pop R&B genres.
By Alex Jones
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