ownership and control

Question 1

What is media?

Answer 1

Media is the collective term for means of mass communication

Question 2

What is the print media?

Answer 2

Newspapers, ads on billboards, product packaging

Question 3

What is the audio visual media?

Answer 3

Films, tv,videogames

Question 4

What is the cyber and digital media?

Answer 4

Youtube, WhatsApp, Facebook,Instagram , blogs , emails, websites

Question 5

What is concentration of media ownership?

Answer 5

Small amount of people who own all media companies or multiple ownerships in one country

Question 6

What is horizontal integration?

Answer 6

When a company owns multiple media outlets at same level of production to dominate the industry and have more influence
E.G TV Company owns multiple TV Channels
Disney owns marvel , star wars and pixar
Rupert Murdoch owns multiple newspapers

Question 7

What is vertical integration?

Answer 7

When a company owns different stages of production and distribution to give them more power over how content is made delivered and sold and don’t have to rely on other businesses so profits stay within the company
E.G A film studio owns a cinema chain or streaming platform
Netflix producing own shows and movies and streaming them

Question 8

What is lateral expansion?

Answer 8

Media companies expand their businesses into new areas in order to spread risk

Question 9

What is global conglomeration?

Answer 9

A rise of large media TNCs who tend to control dozens of media companies with presence in multiple countries

Question 10

What is synergy?

Answer 10

Media conglomerates market their production in many different ways to maximize profit

Question 11

What is technological convergence?

Answer 11

Putting several media technologies into one media product

Question 12

What is a TNC?

Answer 12

A large co operation that owns a large number of media companies

Question 13

What is the pluralist view of the media?

Answer 13

See media as essential part of modern democratic society as they inform the electorate about a range of different views from political parties and interest groups to help them make informed decisions at elections

Question 14

What do pluralists say about economics of media ownership outweighing political bias?

Answer 14

If they did not satisfy consumers, media companies would go out of business so they need to keep up with consumer needs
Audience have the most power

Question 15

What do pluralists say about the media mirrors public view?

Answer 15

Range of media products available so media is extremely diverse and all of society are catered for
If some viewpoints have greater media representation it is not biased but just mirroring what the audience wants to see

Question 16

What do pluralists say about public service broadcasters ensuring quality?

Answer 16

Public service broadcasters such as BBC provide a well respected service
They have a legal obligation to inform educate and entertain

Question 17

What do pluralists say about state control prevents over concentration?

Answer 17

Pluralists argue power of media owners is restricted by government controls such as OFCOM
Also completion regulators prevent any single media company owning a disproportionate share to stop excessive power

Question 18

What do pluralists say about journalists being too professional to be biased?

Answer 18

Pluralists argue that journalists and editors are too professional to be biased and would not let owners compromise their independence
They argue journalists have a strong tradition of investigating and targeting those in power and often expose corruption

Question 19

What are the strengths of pluralist view A03 ?

Answer 19

1) Treats audience members as active consumers rather than passive puppets who are brainwashed by the media
2) Consumers can get range of views from hundreds of different sources and a range of different reporting styles
3) Most media outlets are businesses so they have to be responsive to audience to make profit

Question 20

What are the criticisms of the pluralist view AO3 ?

Answer 20

1) Marxists would argue owners ability to hire and fire affects media content as journalists often self censor controversial issues in order to win editors over and gain promotions
2) Feminists argue that media content is male orientated and limits female voices as feminist views are often presented as threatening towards journalists
3)Marxists and Neo Marxists would argue that the media censor certain points of view as powerless groups do not have resources to communicate their point of view and such views are often censored as too extreme by media professionals

Question 21

What is the Instrumental Marxist view of the media?

Answer 21

Sees media owners as having a powerful effect on media output, using their influence to shape how the audience think about the world they live in encouraging them to accept class inequality

Question 22

What is Instrumental Marxist Miliband 1973 view of media?

Answer 22

Says that rather than reflecting views and wishes of the audience, he see media as an ideological instrument used to transmit ruling class ideology

Question 23

What do Instrumental Marxist say about portrayal of ethnic minorities?

Answer 23

Media tends to portray ethnic minorities as criminals, migrants and extremists in order to divide and rule the WC

Question 24

What does Castles and Kosack say about Instrumental Marxist portrayal of ethnic minorities?

Answer 24

They argue it suits the RC for the white WC to view ethnic minorities as a threat as it distracts them from the true cause of opression which is the Capitalist system

Question 25

What do Instrumental Marxists say about bread and circuses?

Answer 25

Instrumental Marxists argue that media ensure audience have access to only a narrow range of approved views and knowledge whilst critical viewpoints are squashed They are distracted through bread and circuses approach where people are kept docile and happy through constant stream of entertainment

Question 26

What do Instrumental Marxists say about the opium of the people?

Answer 26

Media has replaced religion in society as media reduces people suffering but also keeps them passive and stops them rebelling

Question 27

What do Instrumental Marxists say about elite interests?

Answer 27

Marxists argue that media transmit capitalist ideology as media owners are part of RC so want to protect their wealth and status

Question 28

How does evidence of Silvio Berlusconi support the Instrumental Marxist view?

Answer 28

He was billionaire owning shares in in biggest TV broadcasting company in Italy and used 3 TV channels to launch a massive election advertising campaigns which helped him win 1994 election and become prime minister with no prior political experience but served as PM in Italy 4 times

Question 29

How can evidence from recent events of Silvio Berlusconi be used to counter argue the Instrumental Marxist view of crime? A03

Answer 29

2013 - tax fraud so he was banned for 6 years so there are still some legal limits on power and influence of media owners

Question 30

How does evidence of Curran Seaton 2010 support Instrumental Marxist view?

Answer 30

Curran Seaton suggests newspaper owners do interfere with newspaper content RUPERt MURDOCH - He supported war in Iraq in all 175 News Corps so his influence on publications such as The Sun and Fox News has been influential in Brexit referendum result

Question 31

What is a strength of Instrumental Marxists? AO3

Answer 31

Pluralists would say the rise of new media has allowed ordinary people to hold the powerful to account, limiting the power of ruling class owners

Question 32

What are the criticisms of Instrumental Marxists? AO3

Answer 32

1) Research about owners manipulation of content seems to be opinion rather than on systematic evidence 2) Feminists say it focus only on how media ownership relates to class inequality, overlooking the role of media in transmitting patriarchy 3) Neo Marxists say the idea that media creates false class consciousness is exaggerated as many experience poverty and inequality and are unlikely to be truly duped by the media

Question 33

What is the Neo Marxist view of media ?

Answer 33

All Neo-Marxist theories reject the idea of ‘economic determinism.’ They argue the RC need more than economic power to keep control. They argue the use of ideas is equally, if not more, important

Question 34

What is hegemony?

Answer 34

The economic, social and cultural domination of the RC

Question 35

How does Neo Marxist explanation of economic pressures mean that controversial views tend not to be published in the media?

Answer 35

This is mainly motivated by profit rather than capitalist ideologies. If journalists offend or upset the audience and put them off watching/reading, they will lose money from advertising. Therefore journalists will ‘play it safe’ as they are motivated by profit

Question 36

What does Gramsci say about Neo Marxist view of crime?

Answer 36

Owning means of production is not enough for RC to hold power in society - Neo marxists reject economic determinism

Question 37

What is economic determinism?

Answer 37

the idea that economic factors are the main influence on how media is structured and what content it produces e.g. that those with the most money hold the most power and therefore influence the media content

Question 38

Explain the Neo Marxist term agenda setting

Answer 38

Journalists decide what issues are discussed and which are avoided

Question 39

How do Neo Marxists explain agenda setting power of the media help continue ruling class hegemony?

Answer 39

Results in RC cultural hegemony because ordinary people never question capitalist society or principles like private property and profit

Question 40

What is Neo Marxist Jones 2015 view on media being part of British establishment?

Answer 40

Sees media owners, editors, journalists as part of the establishment and audience of unaccountable powerful groups with common interests and views Journalists turn a blind eye to corruption and greed in the establishment and instead demonize behavior of poor such as benefit claimants or immigrants

Question 41

What are the strengths of Neo Marxist approach to media?

Answer 41

1) Useful for explaining why a lot of media content is aimed at middle classes and why controversial points are excluded 2) Unlike Instrumental Marxism it does not exaggerate the role of media owners in the day running of media companies

Question 42

What are the limitations of Neo Marxist approach to media?

Answer 42

1) It relies on concepts such as ideology which are vague and subjective 2) Feminists argue it overlooks that the media agenda is mainly set by men in particular 3) Pluralists argue that new media has given ordinary people the power to try to change the establishment

Question 43

What do Postmodernists argue about globalisation transforming countries?

Answer 43

Globalisation has transformed countries such as UK in a number of ways from media saturation, globalisation , and relativism

Question 44

How do Postmodernists explain relativism?

Answer 44

People no longer have faith in absolute truth in the modern world. People are scepticisme about power of science, politics or media to change the world. Therefore absolute truth is unattainable and irrelevant in the modern world and postmodernists stress relativity of knowledge and ideas This means all ideas contain element of truth

Question 45

How do Postmodernists explain media saturation?

Answer 45

Refers to extremely high levels of exposure to the media and is a defining characteristic of postmodern society

Question 46

How do Postmodernists explain globalisation?

Answer 46

Postmodern societies and shaped by globalization and media conglomerates have improved communications to remove distinctions between global and local cultures Increased the range of media available to consumers

Question 47

What is one reason Postmodernists can no longer claim owners editors and journalists spread a particular view? ( H )

Answer 47

Hyper reality where users are confused between what is real and unreal e.g social media influencers

Question 48

What does Postmodernists Baudrillard say about hyperreality?

Answer 48

In postmodern society audiences are bombarded with so much information that lines between fact and fiction are blurred so it is harder for audiences to put across their own view of the world as audiences are bombarded with so much information they may be skeptical if things are real

Question 49

What is another reason Postmodernists can no longer claim owners editors and journalists spread a particular view? ( P )

Answer 49

Polysemic messages where messages may be interpreted in many different ways As postmodern society is characterized by a diverse range of views and lack of consensus of norms and values,media ideas may be interpreted in different ways making it difficult for any one view to dominate

Question 50

What is the last reason Postmodernists can no longer claim owners editors and journalists spread a particular view? ( B )

Answer 50

Blurring the lines between media producers and media consumers It is no longer only conglomerates who can produce media as users can now create their own media content so there is an abundance of views set across the new media

Question 51

What does Postmodernist Levene 2007 say about meta-narrative?

Answer 51

Observes that members of society have greater access and choice from the diversity of the media so can now reject meta narratives proposed by powerful media owners

Question 52

What are the criticisms of Postmodernism? AO3

Answer 52

1) Postmodernists probably exaggerate the extent to which the new media can help ordinary people to bring about change as ordinary people cannot challenge multi billion dollar conglomerates 2) Postmodernists overlook overwhelming evidence of inequality in wealth and power which makes it more difficult for powerless groups to bring about change and whether they can access the media or not, and overlooks significant number of people without internet access 3) It tends to overlook the fact that other structural factors such as gender , age and ethnicity make effect the way in which people access the media e.g older people cannot access smartphones easily