pluralist view on media

Question 1

David Whale — Media & Pluralism

Answer 1

AO1 (Knowledge):
Whale argues that the media serves a wide range of interests in society, offering diverse content and giving audiences choice rather than simply promoting elite views.

AO2 (Application/Example):
For example, media outlets cover various political opinions and cultural perspectives, allowing different groups to have their voices heard.

AO3 (Evaluation):
Critics say Whale underestimates the power of media owners and advertisers in shaping content and limiting genuine diversity.

Question 2

David Buckingham — Media & Audience Interaction

Answer 2

AO1 (Knowledge):
Buckingham argues that audiences are active and critical consumers of media who interpret messages in different ways, rather than passively accepting them.

AO2 (Application/Example):
For example, young people might watch TV shows but question or reject stereotypes presented in them.

AO3 (Evaluation):
Critics argue that Buckingham may underestimate the influence media can have on shaping attitudes and behaviours, especially among less critical audiences.