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ownership & control of the media (theories (pluralism (Reflection…
ownership & control of the media
concentration of ownership
less companies are owning more mass media
BAGDIKAN- 2014- only 6 corporations owned the media
within the British Newspaper industry- CURRAN- only 2 national newspapers are controlled by companies rather than individuals
theories
Who controls the media?
Traditional Marxists believe its the owners
Pluralists believe its the audience
Hegemonic Marxist- editors/ journalists own the media
Traditional Marxism
MURDOCH- owns most newspaper companies- biased on the views making the audience be passive and be on his side. Interferes with the editors.
Editors have got to do what theyre told
Brain washing the public through the exploitive capitalist system
consciously manipulate for their own political and financial interets
MILIBAND- stated the rich and powerful who own the media use the media for their own political and financial interests
Hegemonic marxist
Mass media spreads the dominant ideology
owners rarely have control as it is too complex for them to handle- media editors tend to make the decisions
people in the media are all similar & have the same perspective but unaware and do it unconsciously- usually white MC- share assumptions in the way the world works.
GMG- support the view as the WC are portrayed as 'troubled' on the TV
pluralism
Reflection theory- media reflects what the public want
As social norms change the media changes- eg racist programmes have been removed
audience have control- if not satisfied then changes are brought about
Driven by demand not ideology
WHALE- owners have global problems of trade to occupy their minds so don't have the time to think about day to day running of the business
significant share of the media market in the UK is taken up by Public service broadcasters
Post- modernism
STRINATI- centrally important in the development of identity, image and style
The audience has the control
CRITIQUE
Pluralists
CURRAN
there is plenty evidence that media owners have undermined newspaper independence and balance in subtle ways
overstate the impartiality of journalists- BLUMLER - many journalists are over reliant on official sources
Feminists- range of female voices made available in media is very narrow
Hegemonic model
too vague in what constitutes ideology & effects it has on the audience
media professionals do not all share a dominant culture
Post modernism
points the central position of media - construction of our identity :smiley:
looks at the idea of businesses competing for audiences within a global context :smiley:
criticized for ignoring wider social influences (class, gender, ethnicity) :unamused:
exaggerate the changes :unamused: