Pluralism - theories about the mass media that see variety and competition as healthy signs of a working democracy
Marxist - someone who believes in the ideas of Karl Marx and sees the main division in society based on social class operating in a capitalist system
Elite - a small dominant group - that may own and control the media
Bias - not taking a neutral view but favouring one side of an argument of debate
Gatekeeper - one who has editorial control over the media content
Spin - managing the message to influence the way in which events are reported
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