Ownership and Control of the Media

Question 1

What are the two types of media?

Answer 1

1. Traditional Media
   - This is mass media companies that communicate uniform messages in a non-interactive process o very large audiences.
   - This is things such as traditional broadcasting and mass circulation newspapers
2. New Media
   - The interactive screen based, digital, technology which is used for distribution and consumption
   - Social media is one of the biggest types of new media, it involves social interaction where people can create videos themselves or interact wit others using social media

Question 2

How is the ownership of traditional media spread?

Answer 2

• The ownership of the media is concentrated in the hands of a few large companies who are concerned with making profits.
• The same few companies control a wide range of different media, which means we have a biased view of what we see and hear in the media
• The concentration of ownership is an ongoing process, this provides a base for financial success

Question 3

What is the percentage of media ownership?

Answer 3

• Seven companies own around 96% of the media
• Rupert Murdoch is the major force and makes up about 32% of all national newspapers

Question 4

What is the four formal controls of the media?

Answer 4

1. The Law
2. Ofcom
3. BBC
4. IPSO

Question 5

Are the media formally controlled?

Answer 5

• The media in Britain are formally free to report whatever they like, therefore the government do not use censorship however there are formal limits to this freedom

Question 6

How does the Law control media?

Answer 6

• The law restricts the medias freedom to report anything they choose, there are a few principal legal limits to the media’s freedom
• The laws of libel forbid the publication of an untrue statement which might bring ridicule or hostility
• The Equality Act forbids the expression of opinions which will encourage hatred or discrimination against people because of their ethnic or religious beliefs
• The Obscene Publication Act prevents the publication of anything indecent or obscene and will corrupt someone who is likely to read it

Question 7

How does Ofcom control the media?

Answer 7

• Ofcom was established as a powerful media regulator with responsibilities to protect the public from any offensive or potentially harmful effects pf broadcasted media, this is for the interests of the consumer

Question 8

How does the BBC control media?

Answer 8

• The BBC is a largely state funded body which is governed by members appointed by the queen, they represent the interests of the license fee payers, they resist pressure and influence from other sources
• The BBC is not dependent on income of advertising however must attract audiences who pay the license fee

Question 9

How does IPSO control the media?

Answer 9

• An independent regulator for the newspaper industry in the UK, this was after the Leveson Inquiry which made people question the culture of journalism
• It maintains the standards of journalism such as accuracy and privacy
• They investigate complaints about the content of newspapers that breach acceptable standards

Question 10

Does the government influence output?

Answer 10

Governments try to influence the output of media in multiple ways
This can be through:
1. Press conferences
2. Briefings
3. Spin doctors
4. Broadcasting licenses

Question 11

How do press conferences influence the output of media?

Answer 11

• Press conferences present the official government position on contemporary issues and get their view on prominent issues out.

Question 12

How do off the record briefings influence the output of the media?

Answer 12

• There are informal briefings of journalists through which governments try to manage what is reported in the news
• They will often be reported as sources close to the government
• They will give favorable exposure to the government and likely give preferential treatment in the future, such as privileged access to government sources

Question 13

How do spin doctors influence the output of the media?

Answer 13

• They are people who try to manipulate the media by providing a more favorable treatment by releasing information to distract the media to cover a bad story, or they release it when there is less attention such as holiday periods

Question 14

How do broadcasting licenses influence the output of the media?

Answer 14

• They are allowed to refusal licenses to broadcast those who they deem unfit and unsuitable

Question 15

What are features of media ownership?

Answer 15

• Bagdikian argued that the concentration of the ownership meant that a handful of global media companies and moguls dominated the mass media, they are able to control every step in the information process
• This is the Lords of the Global Village
• There are certain features of media ownership found within mass media

Question 16

What are the eight features of media ownership

Answer 16

1. Concentration of Ownership
2. Vertical Integration
3. Horizontal Integration
4. Global Ownership
5. Diversification
6. Gloval Conglomeration
7. Synergy
8. Technological Convergence

Question 17

What is concentration of ownership?

Answer 17

• Media is concentrated in the hands of very few large companies

Question 18

What is vertical integration?

Answer 18

• One company owns several newspaper and owns all stages in the production and distribution

Question 19

What is horizontal integration?

Answer 19

• Media owners have a range of different media companies

Question 20

What is global ownership?

Answer 20

• The owners have global media companies with interests in different countries across the world

Question 21

What is diversification?

Answer 21

• Companies have a diverse interest in a variety of products

Question 22

What is global conglomeration>

Answer 22

• Media ownerships converge with diversification, and produce many different media products that are also part of conglomerates

Question 23

What is synergy?

Answer 23

• Media companies produce and sell products in a variety of forms, they collab with other companies and promote their brand

Question 24

What is technological convergence?

Answer 24

• Media companies maximize their sales by promoting them available in a variety of formats accessible on a single device

Question 25

What are the three approaches to ownership of the media?

Answer 25

1. Manipulative/Instrumentalist 2. Dominant Ideology/Hegemonic 3. Pluralist

Question 26

(Manipulative) = What do the Manipulative Approach suggest about media output?

Answer 26

- Marxists suggest the media moguls directly control media content, and they manipulate the content and media audiences to protect their profits to spread the dominant ideology - Media editors and journalists have little choice other than to run the media within the boundaries set by the owners as they depend on having jobs - They will self censor their work and produce it in the interests of the dominant class

Question 27

(Manipulative) = What did Curran and Seaton argue about media output?

Answer 27

- Curran and Seaton found evidence that media owners did interfere and manipulate newspaper content at the expense of the journalists to protect their own interests. This is seen in Murdoch supporting the Gulf War across all his newspapers

Question 28

(Manipulative) = What is an example of media owners linked with the government?

Answer 28

- The Leveson Inquiry found a range of links between media owners and government shown in media support given to certain political parties in return for favorable interests to the media owners

Question 29

(Manipulative) = What do the manipulative approach believe about audiences?

Answer 29

- The manipulative approach assumes that media audiences are passive and they are easily manipulated and uncritical thinking. - They are given a dumbed down, undemanding and uncritical content which stops the focusing on serious issues

Question 30

(Manipulative) = What is an evaluation of the manipulative approach?

Answer 30

1. The state regulates media ownership and it cannot be impartial, so cannot produce biases news 2. There is a wide range of opinion and they are concerned with making profit so provide what the audience wants 3. Audiences are not as gullible and easily manipulated, therefore people can accept or reject media messages 4. The rise of new media and citizen journalism means that their influence is undermined, there is more power in the hands of ordinary people

Question 31

(Hegemonic) = What does the Hegemonic approach argue about the output of media?

Answer 31

- This is a Neo-Marxist approach, this approach suggests the mass media spreads a dominant ideology justifying the power of the ruling class - It recognizes the power of the owners but suggests that the owners have influence, they do not have direct day to day control, it is left in the hands of the journalists - The hegemonic approach suggests that media managers and journalists have some professional independence but generally support the dominant ideology

Question 32

(Hegemonic) = What is the concept of hegemony?

Answer 32

- This approach emphasizes the concept of hegemony which is the dominance of ruling class ideology which they are persuaded to accept the values and beliefs

Question 33

(Hegemonic) = What does Glasgow Media Group argue about journalists?

Answer 33

- The Glasgow Media Group point out that journalists are socialized to share the white middle class values so therefore commonly assume the dominant ideology - These means the audience are exposed to limited range of opinions - The GMG suggests that the consensus is excluded from reporting in the media, this is due to gatekeeping and agenda setting, this means the audience has little choice of media content and are produced with the framework of the dominant ideology

Question 34

(Hegemonic) = Do journalists always follow the dominant ideology?

Answer 34

- Media managers and journalists influenced to not upset the owner and protect their careers, they also need to protect their audiences and advertisements - Journalists news values means that they do not always follow the dominant ideology but sometime develop critical views, there can be a range of media content which sometimes criticizes the dominant ideology but this is to attract audiences, and make money for the owners

Question 35

(Hegemonic) = What does the Hegemonic approach argue about audiences?

Answer 35

- Audiences are unconsciously persuaded to see the dominant ideology as a consensus, this is a wide agreement about what is worthy and reasonable, this maintains the ruling class ideology

Question 36

(Hegemonic) = What is an evaluation of the hegemonic approach?

Answer 36

1. This approach underrates the power and influences of the owners, they do appoint managers and editors who step too far out of line 2. Agenda Setting means they have little choice, as they are produced within the framework of the dominant ideology, this is a more direct manipulation 3. Citizen journalism has undermined the owners influence

Question 37

(Pluralist) = What do the Pluralist approach argue about media output?

Answer 37

- Pluralism is the view that sees power in society spread among a wide variety of interest groups with no single person having a monopoly of power - Pluralists see the exercise of power as reflecting a broad range of social interests, power is spread amongst interest groups with no one dominating power - The pluralist approach takes a very different approach as the media content is driven by fighting for profits through high circulation and audience figures - There is a wide range of competing media forms including people who would argue the dominant ideology

Question 38

(Pluralist) = What do pluralists believe about the control of media?

Answer 38

- The only control over media content is consumer choice and needing to be responsive to the audience’s taste. This competition prevents one owner from dominating the media and have actions to prevent this from happening - Pluralists argue that the media are generally free of government control and can present any view they want.

Question 39

(Pluralist) = What do they argue about the audiences?

Answer 39

- They must reflect the wishes that are relevant to their audiences to satisfy them - Audiences are free to have a pick and mix approach to choose from the wide range of media - They have the freedom to accept or reject media content in accordance with their tastes and beliefs

Question 40

(Pluralist) = Do pluralists argue media moguls have less power?

Answer 40

- More people are able to represent their views and not only the media moguls, we now have citizen journalism

Question 41

(Pluralist) = What is an evaluation of the pluralist approach?

Answer 41

1. Media owners appoint editors and therefore often share a similar view 2. Managers and journalists have some independence but still work within the constraints of the rules 3. Not all groups have equal influence on editors to get their views across 4. Only very rich people have access to spread their views 5. The pressure to attract audiences does not increase choice but limits it as they create unchallenging content 6. They are socialized into the media of the belief that they are provided with what they want however it is not