Ownership and Control of the Media

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Pluralists
Argues the market determines the content (consumer sovereignty). Without profit, the company goes out of business. Media give the audeince the content they want.
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Traditional Marxist
Media owners manipulate content for ruiling class interests which ensures current economic system remains unchallenged. This creates a false class consciousness in working class.
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Neo-Marxist
Argues media owners have little power, content is designed by professionals to appeal to the masses. Intended to make profit - profit not ideology.
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Postmodernist
Argue the nature of the media has changed over the years as it's controlled by individuals not owners. E.g voting on TV or change.org goes to parliment.
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Concerntration of ownership - Bagdikan (2004)
1983 - 50 companies controlled most of USA news media. 1992- 22 companies. 2014- 6 companies.
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Concerntration of ownership - The New Media
internet providers,social networking sites and the content of digital media is owned by 'old' media companies e.g FOX/ NEWS CORP (Murdoch)
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Curran (Neo-Marxist)
In 1937, four men known as 'empress barons' owned nearly 1 in 2 national and local newspapers. In 2015, seven individuals dominate the content of newspapers.
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Althusser (Traditional Marxist)
Media is an ideological state apparatus (ISA) which transmits ruiling class ideology e.g pro-capiltalist, bosses 'good' and workers 'bad'.
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Miliband (Traditional Marxist)
Media creates audiences view of the world (Murdoch), unlikely to hear about topics like poverty as they are pro-capitalist. Advertising revenue determines content which legitimates capitalism - 'commoditiy fetishism' must have the latest iphone.
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Market Model (Pluralist)
media owners/personnel must respond to audience (Horizontal Integration - Murdoch). Divesification to increase profits , not promote ideology.
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Media Diversity (Pluralist)
Wide range media to mirror the audiences needs and expectations.
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Media Professionaism (Pluralist)
'Investigative journalsim' e.g watergate at the expense of MP's.
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Pahl and Winkler (Pluralist)
Owners have allocative control - 'hire and fire' - but not operational control - 'day to day' running e.g Whale says owners can't control.
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Agenda Setting (Neo-Marxist)
Pro-capitalist views promoted as normal.
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Sutton Trust (Neo-Marxist)
54% of top journalist were privately educated.
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Rejects Pluralists
1. Owners do intervene e.g Murdock who sacked editors. 2. Journalist aren't seen as trustworthy by the public, only 10% were thought to tell the truth. 3. Rejects unlimited choice - 'Dumbing down' led to a fall in standard and lack of diversity.
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Rejects Marxist
Not a deliberate capitalist conspiracy to brainwash audience. Owners motivated by profit not ideology e.g Murdochs pro Iraw war coverage but ignoring pro-democracy protest in China due to economic not political reasons.
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Other cards in this set

Card 2

Front

Media owners manipulate content for ruiling class interests which ensures current economic system remains unchallenged. This creates a false class consciousness in working class.

Back

Traditional Marxist

Card 3

Front

Argues media owners have little power, content is designed by professionals to appeal to the masses. Intended to make profit - profit not ideology.

Back

Preview of the back of card 3

Card 4

Front

Argue the nature of the media has changed over the years as it's controlled by individuals not owners. E.g voting on TV or change.org goes to parliment.

Back

Preview of the back of card 4

Card 5

Front

1983 - 50 companies controlled most of USA news media. 1992- 22 companies. 2014- 6 companies.

Back

Preview of the back of card 5
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