Pluralists Views on Ownership and Control
- Created by: Elysia
- Created on: 28-01-14 09:17
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- Pluralism
- Argues there is diversity and choice of media products
- Media professionals are regarded as making professional judgements in order to produce good-quality media products
- Media producers compete for consumers of their products
- Media audiences come from a range of backgroundsand as a result there will be a range of media products to suit their requirements
- Media producers compete for consumers of their products
- Pluralists see the audience as having control because the success of the media products relies on those consuming them
- The audience uses the media to fulfil its needs in a "free market" a situation of supply and demand
- Whale (1980) argues that the broad shape and nature of the press is determined by no-one but its readers
- Fouth Estate
- Some pluralists see the media as acting as a check on the other three estates; government, parliament and the judicary
- The media can act to expose problems within these powerful institutions, e.g. the Edward Snowden scandal of 2013
- Some pluralists see the media as acting as a check on the other three estates; government, parliament and the judicary
- Where Marxists see media trends as negative, pluralists believe they can bring benefits to the consumer
- The concentration of ownership can enhance the quality of the media products
- Collins and Murroni (1996) content that large size tends to bring the resources required for comprehensive and high quality reporting
- EVALUATION
- They fail to address the narrow background of media professionals
- They also ignore the role of owners in shaping the content of the media
- Diversity and choice is limited by the power of advertisers - less mainstream products that serve a minority audience may have restricted production
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