Ownership And Control Flashcards
Vertical integration
1 Company owns al stages of production. E.g. owns a studio and streaming service
AO2 - Netflix
Horizontal Integration
Cross - media ownership - 1 company owns a newspaper and tv company
AO2 - News corp owns Fox News tv and the times
Global conglomerate and example
Large corporation with global presence across different industries
AO2 - AMAZON
Synergy
When media company produces content in different forms - tv show, dvd, music track
Technological convergence
1 device being able to access various forms of media
- phone can access - tv,radio,internet
Lateral expansion
Media company into non media sectors spreading their control
AO2 - Virgin owning media, airline , insurance
What did a Study into ownership in the UK find
2017 - Found 10 companies received 70% of all media revenue - small number of companies own all media
Pluralist view of ownership
- Media made of different outlets- giving views and opinions that compete with each other
- audience determines content - owners don’t make money if audience disagrees
Pluralist view of audience
- audience active
- free to select and reject different views in media
-Agendas set by public demands
Criticisms of pluralism
- owners still have power to hire and fire journalists - can hire people with same views as them to influence agenda
- Owners, editors , journalists share middle class background and opinions
Marxist instrumentalist view on ownership
- ruing class own media and use it to maintain control - reproduce false consciousness
- media role is to keep audiences passive
Marxist view of functions of media
Support ruling class
AO2 - Favourable reporting of royal family
Shows owners political opinions
AO2 - Iraq war supported by all of Rupert Murdocks media as he supported it
Milliband (marxist) theory - ownership
Media owners have cultural capital - attended same unis, same social network -
all have same interests and opinions
Criticisms of Marxist approach
Pluralists - companies want profit - publish diverse ideology not their own beliefs- appeal to more audiences
Deterministic - Assume audience passive , ignores new media - allows pubic to make their own news
Glasgow Media Group
- found most journalists are - white , MC so share dominant ideology and use it Publishing content
- unlikely to go against bosses and risk losing job
(Link to Marx or Neo Marx)
Neo Marx theory of ownership
-other views than capitalism are covered using weak arguments- make capitalism look better
Gramsci theory - Neo Marx
Media hegemonic - ruling class views dominant so widely accepted
Criticisms of Neo Marx
Marxist - underplay the influence of economic factors - e.g. owners having power to hire/fire journalists
Pluralists - argue view sees audience as passive and easily swayed - actually active and critical of media
