pluralist views on the ownership and control of the media

Question 1

what do pluralists argue?

Answer 1

• there’s different and competing views expressed by different owners
• competition between companies is healthy + creates balanced range of media
  
  • reflects what consumers want to see or hear
• news values is decided by consumers

Question 2

what are the two different groups within media according to pluralists?

Answer 2

1. those who have an interest in gaining financially
2. those wishing a shift in social attitudes

Question 3

what are the other groups seeking?

Answer 3

• promote interests of narrower image of people
• eg trade unions seeking political/social power

Question 4

what are pluralists? (groups in media)

Answer 4

• optimistic that media can play role of representing both groups

Question 5

what does Whale argue?

Answer 5

• there’s a number of competing groups in soc with diff views + priorities
• there’s a number of measures of views of public eg surveys

Question 6

what do pluralists argue the media is free from?

Answer 6

• political control
• able to present range of views, with freedom + w/o risk of being challenged

Question 7

strengths of pluralist view?

Answer 7

• public have power to choose what to watch, if they don’t agree they can find alternative or ignore

Question 8

weaknesses of pluralist view?

Answer 8

• criticised by Marxists: claim that ppl are brainwashed into thinking they have control
• many ppl dont relate to what’s on media but have little power in influencing its contents