Ownership & Control - Pluralist

Studies & Concepts -

• Need for circulation 
• Audience figures and profit means content is what the audience wants not owners
• Citizen Journalism - Where the general public can spread, collect and analyse news especially through the internet 
• There is a wide range of media available that meet the interests and tastes of many

Audience -

• Active - audiences can accept, reject, reintepret or ignore media content - they do not have to always accept the dominant ideology
  
• Consumer choice - media content…