media ownership n control Flashcards
pluralist theory - who has the power
media companies compete for customers, and so they must provide of content those customers to make a profit and survive. If fails to provide the kind of news and entertainment= no money and lose customers
consumers control media= freedom of choice to buy.
democratic, free market societies is spread out among diverse competing interest groups
not biased, one sided views of media owners,
Diverse media produdcts
how are mass communication process affected by the 5 variables
1- personal/political/ technological factors shape nature and extent of person/group exposure to message
2- type of medium used e.g tv more powerful
blackberry- targeted at young people = fail to update
3-nature of content & form & language. e.g lawrence = changes to recuritment and training in police service
4.beliefs & attitudes among members of audience can change meaning of message
5- leaders and opinion makers can intervene in message from media. Some state gov controls to reduce ones views or products be too dominant e.g Ofcom monitor content n quality n radio on bbc
what does Jones say about pluralist theory media (BBC)
radio news is fair and neutral, not take sides and cater for all ages
reporting industrial disputes depends on how successful workers/management can get media coverage of argument = about publicity to gain media approval to win its case
journalists - pluralist theory
global corporations cannot personally determine the content of all their media products,
have freedom to shape media content, free from the control of the big bosses.
critique of pluralist theory
- Curran = media owners undermined newspaper independence by choosing editors they want and remove those not follow owner’s views
- blumer & gurevitch = journalist n politician rely on each other and adapt to each requirements= need journalist to help persuade people to adopt view party
they need politicians for news, interviews, view= objectivity questionable - Trowler = journalists with brit and usa troops during iraq war = 1 sided view as they formed personal attachments with soldiers
- feminists = lack of female voices in marketplace. Media content male orientated
- powerless groups dont have resources to set up media companies to talk their POV.
Consumers dont have diversity of media reflect every opinion
what does marxist theory say of media (instrumentalist theory)
media owners control media content, and that the media performs ideological functions. stop audience from criticizing capitalism maintain the status quo - justify class inequality
Media owners-ruling class elite manipulate media content to send a conservative ideology to control the population and maintain their wealth and privilege.
spreads the ‘myth of meritocracy
see audience as passive
The government not effectively regulate media content = the political elite are also part of the ruling class & media owners
what does castles anf kosack say about media marxism
suits capitalist class for white wc people to view ethnic minorities as threat = distract them from real cause of inequality
media owners role to help control wc by bread n circuses = superficial entertainment to satisfy people n divert from real issues to keep them happy and ignorant
evidence of instrumentalist theory
curran and Murdoch
1920-50= lord owned newspaper state ideoloical intentions to make propaganda
Murdoch - businessman acquired newspapers = believed economic policies key to making profit
produced new style to newspaper production
sacked those opposed his ideological position (new right supporter)
1997 - global media in marketplace. Murdoch instruct to abandon conservative party and support new labour as he’s willin to lift controls that prevented cross media ownership.
what is logic of capitalism -
wartella
poor group not profitable for capitalist so only intend to interest the rich people e.g focus on stock market
warnham - tv for children = limited variety of programmes - only cartoons/ toys n limited diversity
rich afford cable = access to wider variety of programmes than cartoons; quiz, drama, comedy
critique of marxism
1- underestimate state’s regulation of media - set limits to ownership n control of content e.g microsoft guilty of anti-trust laws = use power to harm firm that created competition - result = more competition n reduce monopolistic power
2- assume rc ideology has effect upon audience in false class consciousness but no evidence Gramsci - WC can see through n reject ideology
3-new media like fb means media owners n rc elite under surveillance n criticism = citizen journalism, actions of powerful group under public eye
4- - media owners more interested in market profit, share than influencing social political ideology
e.G murdoch in fox news to support iraq war n not support pro democracy = desire to rise audience n profit
how does corporations capitalize o
1- access to investment capital for projects n pormotion
2- synergy = work together e,g film repackaged into game
3-rebranding = images associated with brands
4- globalization = sell globally
neo marxism - cultural hegemonic
hegemony = norms and values of the ruling class are taken as common sense.
limited media agenda = cultural hegemony, cultural factors are more important than economic factors in explaining narrow media content.
capitalism, profit, free market n property rights seen as normal
Journalists have accepted the conservative ruling class as common sense, share this view with RC = unconsciously spread the dominant ideology without direct control by media owners.
what does hall say of cultural hegemony
potter and wetherell exampel
each culture has diff way to classify world
alternative meanings downgraded n seem unthinkable
media encode meanings of powerful = operate within consensus framework
linguistic framework = examine ways patterns of communication in society shape our view of reality
e,g potter n wetherell - 1. newspaper reader familiar w story (plane blow up) - fits into stereotype pattern as hijack
2. terms with evaluation ‘terrorist’ of negative connotations
3,combined effect place story into ways of thinking n understanding world
glasgow media group
media content support interests of those run capitalist system but hegemony is accidental by-product of journalists social backgrounds
claims journalists believe in consensus views n ideas to appeal to all people
- -phrases evoke attitude n emotions structure listeners’ view on stories
- -visuals w connotative codes e. camera record from behind police = encourage to identify w police
- -stories reported to reproduce view of powerful interests = these group have access to media & view seem normal to journalist
- -media proff set important issues e.g effects of strikes more reported than causes
Agenda setting and gate keeping in glasgow uni media group
Gatekeeping = choose which items are selected for coverage, and others are kept out.
Agenda setting = how media items are going to be framed, e,g, who i invited to discuss topics n questions asked = cultural hegemony
- suns readers likely anger by corbyn not sin to anthem than number of people living in poverty= public not question workings of capitalist
- not presented w important info to help people make real choices about how society should be run
