The Pluralist Approach
- Created by: alicegrieve
- Created on: 13-02-18 12:22
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- The Pluralist Approach
- Pluralism
- the rejection of economic determinism & the inevitability of class conflict
- they argue that capitalist systems are able to opperate successfully on the basis of participation & democracy
- they see power in society as being spread among a wide variety of interest groups & individuals, with no single 1 having a monopoly of power
- Pluralists believe...
- the exercise of power in society reflects a broad range of social interests
- power is spread between a diversity of different groups
- that media content isn't driven by dominant ideology or the political interests of owners but through competition for high circulation & audience numbers
- there's a wide range of competing magazines, TV channels, websites & other platforms that deliver media products which reflect a huge variety of audience interests & ideas, including those that challenge the dominant ideology
- consumer choice controls the media content as if the media aren't responsive to the wishes of their audiences they'll go out of business - ofcom etc. stop this from happening
- the media is generally free from government / direct owner control as journalist integrity values are upheld
- in the interests of the owners that media content remains relevant to their audiences
- audiences are free to pick & choose which media they select & how they interpret it
- audiences have the freedom to accept, reject or re-interpret media content in accordance with their beliefs
- the digitalization of (new) media allows all views to be represented through citizen journalism etc.
- Evaluation
- user generated media allows small groups & individuals a platform to voice their views (e.g.#metoo)
- over emphasis on the power audiences have & impact of user generated content
- society is media saturated - can be seen as over facing consumers - only so much content that can be take in
- underestimates amount of control owners have
- high concentration ratios - 84:4 (84% of media owned by 4 companies)
- Pluralism
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