ownership and control of the media Flashcards
(3 cards)
what is the pluralist perspective?
media reflects diverse audience demands; ownership doesn’t determine content
- Whale: owners are too distracted by finance to interfere with day-to-day runnings of media
- Neophiliacs: celebrate diversity in content and consumer power
AO3: ignores power of advertisers and concentration of ownership
what is the marxist view of media control
media serves interests of the ruling class by spreading capitalist ideology
- Marx: media maintains false consciousness
- Althusser: part of ideological state apparatus
- Bagdikian: 5 US firms dominate all media
- Fox News shaping political views on US elections
- The Sun Backs Blair 200%
AO3: overly deterministic, audiences can resist, underplays cultural diversity
what is the Neo-Marxist (hegemonic) perspective?
media supports dominant ideology through consensual hegemony, not coercion
- Gramsci: hegemony maintains elite power
- Glasgow Media Group: journalists tend to share elite values
- news coverage framing benefit claimants as ‘scroungers’
AO3: more flexible than traditional Marxism, critics argue audiences can be critical and selective
