When we study media representations in sociology, we often focus on how groups like the working class, women, or ethnic minorities are portrayed. But what about those at the top of society – the elite and upper classes?
Sociologists have long argued that the media doesn’t just show us what the world looks like – it also defines what’s normal and important.
And when it comes to the wealthy and powerful, that representation can shape how we think about success, privilege, and power.
Who Are the “Elite” and “Upper Class”?
In sociology, the elite or upper class refers to people who hold economic, political, or cultural power, for example:
- Royalty and aristocracy
- Senior politicians and business leaders
- Top journalists, judges, and media owners
These are the people with the most influence — and the media often portrays them in ways that justify and normalise their power.
Nairn (1988): The Monarchy and “Crown Ideology”
Sociologist Tom Nairn, in The Enchanted Glass (1988), argued that the British media plays a major role in promoting royalism and legitimising elite power.
He described how the monarchy is portrayed as a symbol of national unity; charming, traditional, and above politics.
This, he said, creates a kind of “crown ideology” – where the Royal Family becomes a comforting distraction from inequality.
Media coverage of royal events (like weddings, jubilees, or funerals) helps to celebrate the elite while masking class divisions.
📣 Nairn argued that media coverage turns monarchy into “national theatre,” helping the public accept elite privilege as normal.
Newman (2006): Celebrating the Wealthy
David Newman (2006) examined how the media presents the wealthy and successful. He found that TV and newspapers often celebrate elite lifestyles, from luxury homes and travel to financial success stories.
This coverage:
- Focuses on consumerism and aspiration.
- Normalises the priorities of the wealthy (e.g. tax cuts, business success).
- Rarely questions how inequality benefits the few.
Newman argues that this makes the economic elite seem relatable and admirable, reinforcing the idea that wealth is earned through talent and effort – not structural privilege.
Reiner (2010): Crime, Class and Double Standards
Robert Reiner, in his research on media and crime, pointed out a key contrast:
- Working-class crime is often sensationalised (as moral panic).
- Elite crime (like corruption, tax evasion or corporate fraud) is downplayed or treated as individual mistakes.
When the powerful break the law, coverage tends to be softer and more forgiving.
This gives the impression that elite deviance is rare or excusable — protecting their legitimacy.
Reiner shows that the media is more likely to demonise the powerless than the powerful.
Curran & Seaton: Ownership and Control
In Power Without Responsibility, Curran and Seaton argue that British media ownership is highly concentrated in the hands of a few wealthy individuals and corporations.
This elite control shapes which stories are told — and whose voices are heard.
They suggest the media often supports:
- Free-market economics
- Limited challenges to political elites
- Coverage that aligns with corporate interests
Pluralists, however, argue the opposite — that audiences choose what to watch, and diversity of media means elites don’t control everything.
Sutton Trust & Savage et al.: Who Makes the News?
Recent studies by the Sutton Trust and sociologists like Mike Savage show that:
- Many senior journalists and editors come from elite educational backgrounds (private schools, Oxbridge).
- Media careers are often built on social and cultural capital, not just skill.
- Elites “recruit their own,” keeping the same class in control.
This helps explain why elite voices dominate the media — they’re the ones producing it.
Media Framing: How the Elite Stay “Respectable”
Even when the media criticises elites — for example, in political scandals or corporate failures — it often frames these as individual errors rather than systemic issues.
Coverage focuses on “bad apples” rather than questioning how the system benefits the rich.
This creates a cultural image of the upper class as:
- Respectable and sophisticated
- Deserving of their success
- The “natural” leaders of society
Contemporary Examples
| Media Example | Representation | Link to Theory |
|---|---|---|
| Royal weddings and coronations | Pageantry, national unity | Nairn (1988) — Crown Ideology |
| Luxury lifestyle shows (Made in Chelsea) | Glamorous, aspirational | Newman (2006) — normalising wealth |
| Tabloid coverage of MPs’ expenses | Framed as individual wrongdoing, not systemic | Reiner (2010) — elite crime |
| Financial news and business pages | Focus on markets and investors | Curran & Seaton — elite agenda |
| Private school & Oxbridge dominance in media jobs | Structural inequality | Bourdieu — cultural capital |
Theory Links
| Perspective | What They’d Say |
|---|---|
| Marxism | Media represents elite interests; reinforces ruling-class ideology |
| Hegemony (Gramsci) | Public consent is built through cultural dominance, not force |
| Bourdieu | Cultural capital ensures elites control symbolic power |
| Pluralism | Audiences and competition mean elite control is limited |
| Postmodernism | Digital media may diversify representation — elite narratives are challenged online |
Discussion Questions
- How do Nairn, Newman, and Reiner explain elite representation in the media?
- Does social media challenge elite control, or do elites still dominate digital platforms?
- Compare how elite and working-class crime are portrayed — what does this reveal about media bias?
- How might ownership and control (Curran & Seaton) influence how the elite are represented?
- Can you think of recent examples where elite power has been challenged or protected by media framing?
Key References
- Nairn, T. (1988) The Enchanted Glass — “Crown ideology” and monarchy in the media
- Newman, D. (2006) Sociology: Exploring the Architecture of Everyday Life — media normalises wealth
- Reiner, R. (2010) The Politics of the Police — elite vs working-class crime coverage
- Curran, J. & Seaton, J. (2018) Power Without Responsibility — media ownership and elite control
- Savage, M. et al. (2015) Social Class in the 21st Century — elite networks and power
- Sutton Trust Reports — elite recruitment into media and cultural institutions
Summary
Media representations of the elite in Britain are far from neutral.
Through soft-focus royal coverage, celebration of wealth, and selective reporting of crime or scandal, the media helps sustain elite legitimacy.
As Nairn argued, the British media turns inequality into tradition; as Newman showed, it turns privilege into aspiration; and as Reiner noted, it turns deviance into exception.
For sociology students, these ideas are key to understanding how media power reflects social power — and how representation helps maintain inequality.
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