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MEDIA AND POLITICS 2 (Media Influence (How to think about influence…
MEDIA AND POLITICS 2
Media Influence
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‘... the previous consensus that media messages are minor factors in shaping election outcomes may not just need to be revised, as it already has been, but reversed.’
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Media Ownership
Media Moguls
Rupert Murdoch
‘He smashes unions. He squares politicians. He keeps in with national leaders.... Everywhere he lobbies. He attacks regulations that threaten him, or tries to sidestep them ...The world stands gaping ... His power is intense’ (Andrew Marr, Ruling Britannia, 1996: 20)
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Political change in Murdoch’s papers: Sun moves to the right after Murdoch’s takeover (1969); as does The Times (1981); the transformation of Fox News in US; the effect on the Wall Street Journal; These changes parallel his own alleged (right-wing) political views
Use of paper to promote other business interests - Sky, Fox, or to attack rivals (BBC); or detract attention from other interests
David Cameron:‘we all did too much cosying up to Rupert Murdoch’ (quoted in Daily Telegraph, 25th April 2012)
instills fear in (and offers favours to) politicians, who respond to his wishes and refrain from curbing his power
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Tech Giants
‘Collectively these companies ... make decisions for us, such as what news stories we see first in the morning ...’
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‘The services these intermediaries [Google etc] offer can influence, shape and help determine people’s wants’ (Moore,Tech Giants and Civic Power p. 23)
Mark Zuckerberg
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‘If Facebook were a country, it would have the largest population on earth’
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‘By collecting vast quantities of information about its users, it allows advertisers to target people with precision - a business model that earns Facebook more ad revenue than all American papers combined’
Constraints to tech power: Exposure of Cambridge Analytica and other scandals; EU competition regulation Political scrutiny; Market competition and technological innovation
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Rather than owners controlling content, it is sometimes suggested that advertisers are the real source of power
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