Title of the article:

THE MEDIA AS AN INSTRUMENT OF NEOLIBERALISM

Author(s):

Ivaylo H. Hristov

Information about the author/authors

Ivaylo Hristov Hristov — DSc in Politology, Associate Professor, University of National and World Economy, Students town “Hr. Botev”, 1700 Sofia, Bulgaria. E-mail: ivaylo.d@abv.bg

Section

Theory and history of culture

Year

2017

Volume

Vol. 44

Pages

Pp. 32-42

Received

April 25, 2017

Date of publication

June 15, 2017

Index UDK

32.019.5+008

Index BBK

60+71.4

Abstract

The purpose of the article is to determine the place and the role of media in the ideological apparatus of neoliberalism. The role of the globalization and attendant new culture of perception and indoctrination is highlighted. The media, especially television and social networks, as part of the neoliberal doctrines, produce a hypnotic effect on the individual and collective imagination, transforming the ideological treatment of the mass consciousness into an integral part of the overall functioning of society. Now the modern public society is highly commercialized, its functioning is not associated with the objectivity, the science or high art, shown in the media, but just with a given product demand and supply. There are three main tools to achieve this — via broadcasts, based on people`s fears, dedicated to entertainment and scandals, associated with infringements and breaking of moral rules and rules of law. Hence the panic fear to be boring and the urge to entertain, excite and to find ways of attracting the audience at any cost, resulting in forged scandals, artificial fears, rumors, gossips. Upon such a violating of moral and legal norms in the content of the broadcast the whole media space inevitably turns “yellow” and corrupt. We have every indication of apologetics of a deeply unscientific vision of the person as a being predominantly given to amusement and not labor by nature.

Keywords

media, neoliberalism, ideology, communications, globalization, corporations, business.

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