Theories on media diversity

  • Created by: jesskeayy
  • Created on: 08-05-17 21:27
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  • Theories on media diversity
      • Ownership and control of the media is bad for us, as it is controlled by ruling class ideology
        • Media transmits ruling class ideas and no other view points
      • Capitalists use media to promote their products to make profit and MAINTAIN CULTURAL HEGEMONY
        • PLURALISTS
          • Media does not disguise oppression or act to present a distorted view of reality
          • Media reflects concerns and interests of all major groups in socety
        • NEO-MARXISTS
          • Argue that some ideas present in the media that challenge the dominant ideology
      • Ownership and control of the media is bad for us. Media shape their output with ruling class culture
        • Only because these values are dominant in our society
      • Owners of the media put pressure onto journalists to present CULTURAL HEGEMONY in their reports
      • Journalists can sometimes escape this control and present anti-establishment stories
      • We mostly only have access to one view-point
        • PLURALISTS
          • Argue that in the UK the media is not manipulated, we see lots of negative stories
        • In cultures where the media is manipulated e.g. North Korea, we only see positive stories
      • GUMG
        • Journalists only produce stories that support the system, as a by-product of their social backgrounds
          • White, middle class males from private school.
          • Constrained by economic pressures, agenda setting and the need to support the interests of media owners
      • Ownership and control of the media is good for us.
        • Media is diverse and all view points are well catered for
      • If stories are over reported, it is only because this is what the audience wants to see
      • Public Services Broadcasting has significant market share, e.g. Channel 4 and BBC
        • MARXIST
          • Influence of media proprietors i.e. Rupert Murdock
        • Churnalism


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