Marxist

The Dominant Ideology -
The ideologiacl forces that determine how society functions. Marxists believe that all powerful institutions subtly control how we, the masses, conduct our lives within society.

The Media and Marxism -
The founder of Marxist theory was Karl Marx, who believed that the media and its messages could be used for good in the right hands. However, in the hands of what he called the dominant ideology the message could have a dangerously influential and controlling effects.
Marxists believe that the media plays a significant part in controlling the massesand some would say as an institution it is a greater influence on society than religon, politics and the family (nature over nurture). The supposed subtle dominance with which the media control the masses is also known as hegemonic control.

Hegemony -
Hegemony was an ideological concept first introduced by italian Marxist Antonio Gramsci, who believed that the media message could perform a subtle indoctrination, influencing the manner in which society viewed the world until the message becomes 'common sense', unchallenged by the masses.

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.