Zielsetzung dieses Beitrags von Emeritus O. Univ.Prof. Dr. Manfred Knoche:

This contribution aims to lift the ideological veil of apologetics and pseudo-criticism on advertising with the help of a reality-based systematic analysis that contributes to a materialistic theory of advertising. The content-related and methodological basis of such a theory is a Critique of the Political Economy of Advertising oriented towards the critique of capitalism and academic knowledge originally presented by Karl Marx and current societal analyses based on it. In this context, the academic objective is to consider the economic, political, and societal functions of (media) advertising. In doing so, the elementary economic and ideological functions of advertising for the existence and further development of the market economy and capitalist economic and societal systems become recognisable. Advertising then no longer appears as a necessary evil but as a necessary „elixir of life” for the media industry, the economy, and capitalism as a whole. Based on the applied critical political-economic analysis, it becomes clear that on the level of capitalism as an economic and societal system, advertising thus contributes economically and ideologically to the stabilisation of the systemic foundations of capitalist societies (the capital-labour relationship, the regime of accumulation; the economic, societal, and political [advertising] functions of the media). It is shown that a Critique of the Political Economy of Advertising – especially from the point of view of the necessarily growing importance of advertising for media production – also contributes to the development of a Critique of the Political Economy of the Media.

Neue Open-Access Publikation von Manfred Knoche in der wissenschaftlichen Open-Access-Zeitschrift tripleC Communication, Capitalism & Critique

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Der Beitrag Neue Open-Access Publikation von Manfred Knoche erschien zuerst auf KoWi Salzburg.

Die Vorlesung von Emeritus O.Univ.Prof. Dr. Manfred Knoche hat am 12.12.2023 im Rahmen der Uni-Ringvorlesung

„Kritische Theorien und Analysen des digitalen Kapitalismus“

stattgefunden.

Abstract:

Auf theoretisch-methodischer Grundlage der Kritik der politischen Ökonomie von Karl Marx und daran kritisch anknüpfenden aktuellen Weiterentwicklungen sind Medien, Journalismus und Öffentlichkeit Gegenstandsbereiche einer spezifischen medien- und kommunikationswissenschaftlichen Kritik der politischen Ökonomie der Medien. Es geht um eine theoriegeleitete kapitalismuskritische Analyse der medialen Warenproduktion auf Basis der Eigentums-, Produktions-, Distributions- und Konsumptionsverhältnisse in der Medienindustrie im gesamtgesellschaftlichen Zusammenhang. In Anwendung der besonderen Marx’schen dialektisch-materialistischen Denkweise kommt ein radikal-kritisch abstrahierendes Erkennen, Begreifen und Erklären von Wesentlichem/Grundlegendem der Funktionen der Medienindustrie bei der Entwicklung gesellschaftlicher Herrschafts- und Machtverhältnisse zum Einsatz. Auf diese Weise können auch aktuell viel diskutierte „Krisen“ von Medien, Journalismus und Öffentlichkeit begriffen und erklärt werden.

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Der Beitrag Manfred Knoche – Vorlesung erschien zuerst auf KoWi Salzburg.

Zielsetzung dieses Beitrags von Emeritus O. Univ.Prof. Dr. Manfred Knoche:

In the context of a Critique of the Political Economy of the Media, this article exemplifies the fundamental effects of the globally dominant capitalist private ownership of media companies on media development, journalism, and the public sphere. Selected works by Marx and Engels as well as works from developments of the approaches of the “New Reading of Marx” and “Western Marxism” form the theoretical-methodological basis. Characteristic of capitalism is a mutually conditioning relationship between the socio-economic base and the political-legal superstructure, which makes the ”abolition” of private property and the associated relations of domination and power almost impossible. Therefore, possibilities of a de-capitalisation and de-commodification of journalism and the public sphere based on non-capitalist forms of ownership will be discussed. A special chance of realisation is seen for academic publications without capitalist publishing houses that is feasible because knowledge production takes place at public universities. Finally, a change of strategy is suggested that takes us out of the bourgeois-liberal trap of criticism and hope towards the development of media and social theories as well as humans’ active participation in the organisation of an independent content-based media praxis, which can be conducive to a transformation towards a socialist societal formation.

Neue Open-Access Publikation von Manfred Knoche in der wissenschaftlichen Open-Access-Zeitschrift tripleC

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Der Beitrag Neue Open-Access Publikation von Manfred Knoche erschien zuerst auf KoWi Salzburg.