2. Postmodernists views on Ownership & control of the media

Question 1

Outline postmodernist views on Ownership & control

Audience is active

Answer 1

Postmodernists argue the move from modernity to postmodernity-have fundementaly changed the nature of ownership & control. They argue that today it is impossible to argue that owners or editors control the media

They have a simlar viewpoint to pluralists in that the audience has choice over the media they consume. Today the choice is greater

Question 2

Outline postmodernist focus on media saturdation

Answer 2

Postmodernists argue media saturation means there are now diverse array of voices and opinions online.
As a result of media saturation, people are now more sceptical of the ‘truth claims’ of experts, which means it is harder for those with power to manipulate people because ‘they know better’.

Question 3

Outline postmoernist sociologists views on Ownership & control

Answer 3

Baudrillard- suggests that due to media saturdation we cannot distingusih between real life & a media version of real life -Hyperreality

Levene- argues ownership of the media is not concentrated but fluid-means due to so much media the gap between the producer & audience has been eroded, that people can easily reject any hegemonic messages from the powerful & create their own narratives instead.

People can use social media platforms like facebook or twitter to create their own narratives (neomarx call this counter-hegonomy)

Question 4

Evaluate postmodernist views on Ownership & control

Answer 4

Levene is too optimistic about ability of audience members to control the narrative & bring about change. Audience messages don’t break through into general consciousness as they are down to mass media editors & journalists choosing to report them or not. Otherwise these messages exist in a social media bubble where most messages appear to be liked or shared widely

Media saturation can give more power to owners , editors & journalists. If people genuinely cant distinguish between reality & a media construct than that suggests a great deal of power on the part of those who have power within the media