Sociology G673 power and control Pluralism Info on pluralism and the media 3.5 / 5 based on 2 ratings ? SociologyMass MediaA2/A-level Created by: Becky MillwardCreated on: 14-06-11 12:25 Pluralism and the media 1 of 6 Media seen as offering a wide selection of views of various groups in society. Modern society is democratic and people have freedom of choice. If they did not like the out put of the media, they would not buy it or watch it. No one is controlling we have so much choice cant be being brainwashed, people have control. Media have to give the public what they want or they would go out of business. 2 of 6 Points to support Pluralist views 3 of 6 Media are not all powerful-governments have tried to make rules against media owners having too much power. Vertical integration has been considered unfair for two reasons: 1. It doesn't allow competition to survive because smaller companies can't compete withcheaper costs of conglomerates. 2. It reduces consumer choice because one person's orgroup's views or products can become too dominant. 4 of 6 Criticisms of Pluralist views 5 of 6 Fails to address narrow backgrounds of the media professionals. Ignore the role of owners in shaping content of the media. Diversity and choice limited by power of advertisers. 6 of 6
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