Marxist Approach

In the marxist theory there is the dominant ideology message which could have influential and controlling effect on the masses.
The dominant ideology forces that determine how society functions.Marxists belive that all powerful instituions subtly control, how we the masses conduct our lives in society.

The most dominant institutions are
The press
The media
The internet
The music Industry

The supposed subtle dominance with which the media control the masses is known as hegemonic control.

Hegemony was a ideological concept first introduced by Italian Marxist Antonio Gramasci. He belived that the media message could perform a subtle indoctrination, influencing the manner in which society viewed the worl until the message becomes 'common sense' unchallenged by the masses. Hegemonic control is an acceptance of the 'status quo'.

A Marxists annalysis on Goldies-Inner City Life video.

The video's narrative is about the pressures faced when living in the inner city. This is evidenced in th emusic video by the setting being london and some of the scenes being set in a club and in a council flat. The narrative also shows a single mother raising two kids in a council flat and dealing with ways to pay off the bills reinforcing the pressures of innercity life. There are high angled shots looking down on people displaying their vulnerability whilst it shows that the upper class are controlling the working classes.

Marxists would say this video demonstrates a small amount postive emssages of kids playing around sohwing a postive aspect on life however, it is mainly portaying negative messages as their is youths chucking trollies off roofs, people smoking in a club etc. This challenges the hegemonic control as usually people would vision living in the city to be a happy and postive life, with lots of money and little worries however the video shows the non realistic aspect of that.

The target audience for this would be the masses and a niche young audience who are interested in listening to drum and base. It gratifies the audience as it challenges what most videos do and subverts the stereotypes of these type of videos.