Now in its fourteenth season, The Apprentice is one of Britain’s longest running T.V. series and remains one of the most popular, with average weekly viewing figures stable at just over 7 million for the past four years.
In this post, I’m just going to analyse what its ‘social functions’ might be by applying a few sociological perspectives…
From a Functionalist perspective, which tends to focus on the positive functions which institutions perform in contributing to the maintenance of the whole, then I guess there are several positive functions which the apprentice might perform: we can see it as playing a role in secondary socialisation, reinforcing the ‘work ethic’ that is deemed so fundamental to capitalist society, for example, and even providing additional opportunities for entrepreneurs.
From a Marxist perspective the main function would probably be one of spreading false consciousness. The broad diversity of contestants suggests (As it does on any BBC show that we have equality of opportunity. This is a myth, especially where successful entrepreneurs are concerned. Such people tend to be drawn disproportionately from the middle classes.
It might also perform the function of ideological control: it has a soporific effect as 7 million people tune in to it every week, and it celebrates the values of individualism, selfishness and competition, disguising the many downsides to these traits.
I can’t see that there would be much of a feminist critique of the apprentice…. There are equal numbers of both sexes, and there are plenty of female winners who have been successful because of the apprentice. Possibly the show might be supporting evidence for liberal feminism?
Although, just as with Marxism, it does little to highlight the very real barriers that ‘ordinary women’ face every day in the workplace – such as harassment and the effects of the persistent dual burden/ triple shift.
From a neoliberal point of view, you might see this show as a real celebration of the entrepreneurial spirit. From this perspective, society needs innovative individuals to come up new business ideas to drive the economy forward, and the sort of competition we see on the Apprentice is a perfectly healthy means of promoting this.
From a neoliberal point of view, the show ticks a lot of boxes – not only is it providing an opportunity for enterprising individuals to kick-start their businesses (either through winning and getting an investment, or through simply having their profiles raised as a result of being on the show), it also provides two generations of role models – in the form of Alan Sugar himself and the young apprentices. The show is itself is even a profit generating product in its own right as well.
Finally… this is a very postmodern show…. The sphere of production become the sphere of consumption, as entertainment. And the entertainment mainly comes from the extreme individualism of the contestants. It’s also hyperreal, as I argued in this post: how the apprentice really works!
Finally, from a late modernist point of view, while most the individuals think ‘they’ve done it all themselves’ – they are wrong: they need to realise the importance of the structures they’re embedded into, not least of all the competition itself: they need that external support of £250K and Alan Sugar’s business contacts to kick start their businesses, after all!
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