Ownership + Control Flashcards
What is market mechanism?
Concentration of the ownership is essential for survival of an increasing global market.
What is Bagdikians argument?
If the USA’s media were owned by separate people there would be 25,000 owners instead by 2004 media ownership were concentrated in seven corporations : Time warner, Disney, News corp, Sony, Bertelsmann of Germany, Viacom and General Electric NBC.
What has happened in the past 25-30 years?
A digital revolution.
What is a hegemonic ideology?
A influential or dominate set of ideas, norms & values (often false).
What did Miliband argue?
Miliband (1973) argued, the role of the media is to shape how we think about the world we live in.
It convinces the Proletariat that ruling class ideology is ‘truth’ and ‘fact.’ Ensuring that ‘False class consciousness’ is maintained.
We are never encouraged to be critical about capitalism and are never made aware of exploitation.
What do Marxists believe about the media?
Marxists argue that we are fed a diet of soap operas, game shows and reality TV shows
that dumb us down, we are passive and accept exploitation.
Define medium?
A means of communicating information, E.g. newspapers.
What is Curran and Bagdikians argument?
7 individuals dominate the ownership and content of the UK national daily and Sunday newspapers.
What do Pluralists believe?
The media is impartial and unbiased,
the power lies with the consumer rather than with the owners - we are active/ demand led. The owners must meet the needs of the consumer.
They do not try to influence the consumer as they are simply too busy! (Whale, 1977)
If some viewpoints have a greater range of media representing them, it is a result of meeting the needs of the consumer.
The media is seen to reflect, rather than influence, the views of the public.
Pluralists would argue that if the people wanted more radical, revolutionary and diverse information, the media would provide it
Give an example of market mechanism
1960’s The Sun was a socialist newspaper with failing numbers / financial trouble.
Murdoch bought the Sun and transformed it into Britain’s best selling tabloid.
What do Pluralists believe about Public Service Broadcasting?
They support PSB- media outlets controlled by the state which remain impartial. The BBC states that they have a legal obligation to provide services to a full audience spectrum. There are controls (e.g. laws and OFCOM) which prevent biased content being broadcast. .
What are the strengths of Pluralism?
This theory can be supported by the wide range of media which reflects a wide range of ideas and interests.
Journalists are praised for their freedom to provide independent and investigative journalism which may be controversial.
The fight for an audience means that the media have to cater for audiences.
Weaknesses of Pluralism?
It is very expensive to set up a type of media meaning that this sense of freedom and individuality is reduced. ‘Boundaries of access.’
Not all groups in society have an equal influence upon the media. It is usually the rich groups.
Media has been dumbed down and commercialised in a bid to attract viewers. It targets great groups in society by producing dumbed down viewing.
Define ruling class ideology?
The ideas of the ruling class are transmitted to all. Capitalism will be seen as reasonable and just rather than exploitative and oppressive.
Define false class consciousness?
The lower classes accept the ruling class ideology that is transmitted, believing it is acceptable and reasonable. They fail to see their exploitative position in society or the negatives relating to their status and the class system.
