Scholars who use the term “false consciousness” argue that viewers are active consumers who can create alternative interpretations of media products. Group of answer choices True False
The correct answer and explanation is:
The correct answer is False.
The concept of “false consciousness” was introduced by Karl Marx and later expanded by various scholars. It refers to the idea that the working class is often unaware of their true social and economic interests, and instead, they hold beliefs that align with the interests of the ruling class. This concept is not about the ability of individuals to create alternative interpretations of media but rather about how dominant ideologies manipulate people’s beliefs and perceptions, often leading them to accept their subordinate position in society.
Scholars who discuss false consciousness argue that individuals are not merely passive consumers of media; they are influenced by ideologies that shape their worldview, often without their full awareness. In this context, media serves as a tool of ideological control, perpetuating beliefs and values that benefit the ruling class. These ideologies are often so deeply ingrained that individuals may not recognize them as biased or harmful, which is what Marxists describe as “false consciousness.”
On the other hand, the idea that viewers can create alternative interpretations of media products comes from a more active audience theory, often associated with cultural studies scholars like Stuart Hall. Hall’s encoding/decoding model posits that audiences can interpret media in a variety of ways—dominant, negotiated, or oppositional—depending on their individual or group contexts. This theory is in contrast to the notion of false consciousness, as it emphasizes the agency of the viewer in interpreting media messages.
In summary, scholars who use the term “false consciousness” typically argue that media consumption leads to passive acceptance of dominant ideologies, rather than active reinterpretation of those media products. Therefore, the statement is false.