Ownership and media content

Question 1

Key Points

Answer 1

• Media Ownership is Concentrated
• Bagdikian (2004)
• Horizontal & Vertical Integration

Question 2

Media Ownership is Concentrated

Answer 2

A small number of powerful companies own most media outlets (media conglomerates).

Question 3

Bagdikian (2004)

Answer 3

In the U.S., a handful of corporations dominate all media.

Question 4

Horizontal & Vertical Integration

Answer 4

Media companies expand across platforms and industries.

Question 5

Theories - Marxist View

Answer 5

• Media content reflects the ideology of ruling class
• Owners use media to control ideas and maintain capitalist dominance.
  E.g., promote consumerism, discourage revolutionary thought.

Question 6

Pluralist View

Answer 6

• Media content reflects audience demand , not owner control.
• Audience has choice through market forces.
• Diverse viewpoints can still be found.

Question 7

Evaluation

Answer 7

Critics argue pluralism underestimates the power of media elites and agenda-setting