Table of Contents
- Neoliberalism and Corporate Media
- Sociological Theories and Concepts
- Social Control and Media Narratives
- Sociological Perspectives on Social Control
- Media and Ideological State Apparatuses
- Cultural Reproduction and Media
- Encouraging Distrust of the ‘Other’
- Neoliberalism and the Regulation of Mobility
- Conclusion
- Think!
- Poll
- Further Reading
The recent upsurge in anti-tourist sentiment in media articles can be understood through the lens of neoliberalism and its influence on corporate media. Several sociological theories and concepts can help elucidate why a neoliberal corporate media would promote such narratives.
Neoliberalism and Corporate Media
Neoliberalism, characterized by market-driven policies, deregulation, and privatization, significantly influences the corporate media landscape. Neoliberal corporate media operate primarily under profit motives, often aligning their content with the interests of corporate sponsors and advertisers. This alignment can shape media narratives in several ways:
Profit Maximization: Neoliberal corporate media prioritize content that maximizes engagement and profits. Anti-tourist articles might attract high readership due to their provocative nature, capitalizing on existing fears and anxieties related to global travel, such as environmental concerns, cultural homogenization, and economic displacement.
Protecting Domestic Markets: By promoting anti-tourist sentiment, corporate media can subtly discourage consumers from spending money abroad. This aligns with neoliberal economic interests in protecting and bolstering domestic markets. Encouraging domestic tourism over international travel ensures that consumer spending circulates within the national economy, benefiting local businesses and, by extension, the corporate entities that own or advertise in the media.
Sociological Theories and Concepts
Cultural Hegemony: Antonio Gramsci’s concept of cultural hegemony posits that the ruling class maintains power by controlling cultural narratives and norms. Neoliberal corporate media, as part of the dominant class, propagate ideologies that reinforce their economic interests. Anti-tourist narratives can be seen as a form of cultural hegemony, shaping public opinion to align with neoliberal goals of economic control and market stability.
Moral Panic and Risk Society: Stanley Cohen’s theory of moral panic and Ulrich Beck’s concept of the risk society can explain the media’s focus on the dangers and downsides of tourism. Media can amplify the perceived risks of travel, such as environmental degradation, cultural erosion, and economic exploitation, creating a moral panic that justifies restrictive attitudes towards tourism. This fear-based approach keeps audiences engaged and aligns with neoliberal agendas by directing consumer behaviour in ways that benefit domestic markets.
Commodification and Consumer Culture: The commodification of culture and nature under neoliberalism turns travel experiences into consumer products. Anti-tourist narratives can be seen as a backlash against the commodification of tourist destinations, where local cultures and environments are packaged and sold to travellers. By discouraging travel, media might be responding to or even reinforcing critiques of the commodification process, thus appealing to more ethically conscious consumers.
Globalization and Its Discontents: Neoliberal globalization has led to significant economic and cultural shifts, often resulting in discontent among local populations who feel displaced or marginalized. Media narratives that are critical of tourism can resonate with these local sentiments, portraying tourists as agents of globalization who contribute to economic inequality and cultural homogenization. This aligns with the neoliberal media’s need to stay relevant and resonate with broader societal concerns, even if superficially opposing the very globalizing processes they ultimately benefit from.
