Perspectives on Ownership
- Created by: 11DJ
- Created on: 20-01-18 13:59
View mindmap
- Perspectives on Ownership
- Pluralist
- Audience are in control due to their demands
- Representative democracies
- Pressure groups
- Electorate
- No-one group is dominant
- BBC is funded by licence fee
- They should be unbiased
- Infotainment
- Gossip and celebrities are part of the news
- e.g. celebrities gain columns
- Gossip and celebrities are part of the news
- Advertising revenue
- Focus on purchasing power of mass audience
- The larger the audience, the higher the fees
- Focus on purchasing power of mass audience
- Marxist
- Role of Ideology
- Mass media is a special institution that transmits and controls ideology
- Argue that there is a dominant ideology, akin to a dominant class
- Traditional Marxists argue that media is controlled by the ruling class
- Marcuse
- Media owners play a key role in helping to control the working class through a 'bread and circuses' approach
- They delibrately make sure media output is entertainment to keep people docile
- Turnstall and Palmer
- Governments are no longer interested in controlling the activities of media owners because interests of media owners and political elite overlap
- Silvio Berlusconi owned 3 TV channels with an audience of 40% of Italian population
- Used media to win election
- Role of Ideology
- Hegemonic Marxist
- Glasgow University Media Group (GUMG)
- Media reflects ideas of ruling class
- Media professionals subconciously control the content of media
- 50% of top 100 UK journaliists were educated at private schools
- Economic pressure
- Aim to not 'rock the boat ' too keep profit
- Play safe rather than take a risk, jobs may be at risk
- Jones
- Media owners and journalists are part of the "establishment", who are accoundtable
- Bound together by economic interests
- Protect dominant position
- Doesn't threaten interests
- Media should scrutinise the "establishment"
- Positives
- Recognises owners are not involved in day-to-day running
- Media managers, editors and journalists have some professional independence and not completely controlled by owners
- There is a range of media content to attract media audiences, some of it critical of the dominant ideology
- Negatives
- Generalised - putting people into boxes - oversimplified
- Assumes audience is passive and underestimates power of them
- No clear meaning of hegemonic ideology
- Glasgow University Media Group (GUMG)
- Post-Modernist
- Post-modernist societies are media saturated
- Underpinned by globalisation
- e.g. More consumer choice
- No such thing as absolute truth
- People become cynical
- Boudrillard
- Hyperreality
- We are so immersed in media that it is hard to distinguish real life and media version of reality
- Hyperreality
- Trowler
- Media messages are polysemic
- Interpreted in a variety of ways
- One message cannot be more powerful than another
- Media messages are polysemic
- Distinction between producers and consumers has become less clear cut
- New media allows us to create our own media
- No longer in hands of corporations
- If there are multiple interpretations, knowledge is more fluid as opposed to being concentrated
- Levene
- Members of society now have a greater choice in their access to media
- Negatives
- Often not based on research
- More choice may just mean more of the same
- Ignores the overwhelming evidence of structural inequalities in wealth and power relations in ownership
- Pluralist
Comments
No comments have yet been made