Media (Pluralism)

Question 1

Pluralism

Answer 1

The term used to describe theories of the media that were popular in the first 70-80 years of the 20th century. Pluralist views often represent the prespective of the media professionals such as newspaper editors and journalists and their less emprical evidence to support the approach.

Question 2

Diversity and choice

Answer 2

Pluarlists argue that morden societies such asthe UK are democracies in which there is a variety of views. They argue that the media represents the diversity of views and lifestyles that exist in society.

• Representations of social groups with reflect the diversity of society and in any case the audience is active in deciding whether they agree with media representations or not

Question 3

Supply and demand

Answer 3

Pluralists argue that the media professonals and owners are governed by the markets they serve and they are in competition for customers. They must compete in the media marketplace and would not be successful if they did not represent different social groups in if they did not represent

Question 4

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