Mass media sociologists - Pluralism and Post Modernism
- Created by: Revising244
- Created on: 16-04-21 12:28
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- Mass Media Sociologists
- Pluralism
- Argue that media owners are generally responsible in thee way that they manage information
- Media content is mainly shaped by Consumer Demand in the marketplace.
- Editors, Journalists and broadcasters have a stronger sense of Professional Ethics which act as a system of checks and controls on potential owner abuse in media
- Suggest that the mess media are an essential part of the Democratic Process because electorates get most of they knowledge from newspapers and TV
- Media supplies the audience with what they want rather than what the owner decides. If some viewpoints have a greater range of media representing them, its not necessarily biased. It reflects what the audience wants.
- Concentration of ownership is a product of Economic Rationality rather than political or sinister motives.
- Driven by the need to keep costs low and to maximize profits.
- Globalisation results from the need to find new audiences rather than from cultural imperialism
- Driven by the need to keep costs low and to maximize profits.
- Argue that media owners are generally responsible in thee way that they manage information
- Pluralism
- A03
- Ignores the power media conglomerates have and he ways media manipulates audience members to buy their products
- There isn't diversity in media content, not all audience needs are catered for
- Media has become similar and dumbed down
- Hard for journalists to be neutral
- Public Service Broadcasting
- Significant shares of the media market in Britain is taken up by Public Service Broadcasting
- Media outlets controlled by state - BBC
- BBC has a legal obligation to inform, educate and ensure that programming is diverse
- Pluralists argue that PSB is impartial and objective, balances out any potential bias in the private sector
- Note that the power of the media owners is restricted by state, government, controls. E.g. OFCOM
- Significant shares of the media market in Britain is taken up by Public Service Broadcasting
- Post-mordernism
- Levene: Diverse complex society, media is owned and created by audiences and owners. Technology means we can produce our own media e.g. Vloggers
- Live in a media saturated society - lots of choice and diversity, media is uncontrollable the audience have control over what they engage in
- Baudrillard: We experience hyper-reality, real lives get blurred with media lives
- AO3
- Overstates the influence of the audience member
- Social media bubble - Messages are shared but in a group of people who are in agreement
- Media saturations suggest even more power for big media companies
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