Pluralist Theory of Media Ownership
- Created by: Emma
- Created on: 16-04-14 11:19
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- Pluralist Theory of Media Ownership
- They see the media as something that acts in a responsible way reflecting the wishes and interests of the consumer.
- Society consists of lots of groups with diverse interests, with equal access to power.
- The media reflects these diverse interests.
- Media operates in the public interest.
- KATZ & LAZARSFELD (1955)
- Media's influence on political opinion.
- People had different amounts of exposure to the media.
- Different media had different amounts of influence
- People accept messages that support existing prejudices.
- The content of the message determined the effect.
- Messages were mediated by the personal influence of opinion leaders.
- Criticisms
- PHILO (1986)
- Pluralism may be an ideological justification for the media.
- BLUMLER & GUREVITCH (1995)
- Journalists and politicians have a shared culture.
- Journalists rely on politicians for information.
- The pluralist model assumes that media is diverse rather than providing evidence to prove it.
- PHILO (1986)
- Owners do not have direct control over the content of the media.
- The mass media is generally free of any government or direct owner control and can present whatever point of view they want.
- The media are controlled by media managers who allow journalists a great deal of freedom.
- Journalists write stories using 'news values' reflecting the wishes and interests most relevant to the consumer.
- Strengths
- There is a wide range of media products reflecting the wide range of interests and ideas
- The diversity of media enables investigative reporting to take place.
- Journalists are not simply the pawns of their employers, but have some professional and editorial honesty and independence.
- The fight for audiences in competition with other companies means that the mass media have tot cater for audience tastes otherwise they'll go out of business
- Weaknesses
- Media workers do have some independence however, they do have to work within the constraints placed on them by owners
- Media owners strongly influence who is appointed at senior levels of the media as they usually share a similar outlook.
- Not all groups in society have equal influence on journalists to get their views across.
- The owners on numerous occasions sacked uncooperative editors.
- The pressure to attract audiences doesn't increase media choice but it limits it as the media declines in quality.
- Hegemonic theorists would argue that people have been socialised by the media themselves into the belief that they are being provided with what they want.
- The Economics of Media Ownership
- The behaviour of the media is governed by consumer demand.
- Consumers have the freedom of choice.
- The media give the public what they want rather than what the owners decides.
- The rationale for media concentration is economic rather than political or ideological.
- Media products are costly to produce.
- WHALE (1977)
- Media owners have global problems of trade so do not have time to think about the day-to-day detailed running of their businesses.
- Media Diversity
- The range of media products available is so diverse all points of view are catered for.
- Some viewpoints have a greater range of media representation because this is what the audience sees as important.
- Public Service Broadcasting (PSB)
- PSB own 11 out of 15 shares of British media.
- E.G. the BBC or Channel 4
- They have the legal obligation to inform, educate and entertain all audience spectrums.
- The PSB counterweigh any bias from the private sector.
- State Controls
- The power of media owners is restricted by government or state controls.
- Ofcom
- Regulations prevent media owners imposing biased content.
- Media Professionalism
- Media workers would never allow owners to compromise their independence.
- Investigative Journalism
- Media Audiences
- Audiences do not passively accept media messages.
- Audiences are selective and often critical of media content.
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