Ownership And Control:media Flashcards
Pluralist approach: roles of owners
No control over what is published
Instrumental (Marxist) approach: role of owners
Completely control media content and what is and isn’t allowed to be shown. Eg. Elon musk Twitter
Hegemonic (neo-Marx) approach: role of owners
They have some say on the media content but also don’t have any input
Pluralist: media content
The media is driven by profit and does this by meeting the audiences needs and expectations
Instrumental: media content
Manipulative content that forces the ruling class ideology into the viewers and reinforces the social class divide eg. Advertisement, documentaries, news
Hegemonic: media content
Mostly dominant ideology but allows some audience bias content at attract a wider audience
Pluralist: role of media managers and journalists
Have complete freedom on what is released and reported on media
Instrumental: role of media management and journalists
They are only to report and post topics that have been ordered by their boss. Have no freedom on the content
Hegemonic: role of media management and journalists
They have instructions on what to focus their research and information on. However they are allowed some leeway to attract audiences
Pluralist: role of audience
Have the freedom to accept or reject the media content. ACTIVELY ENGAGE
Instrumental: role of audience
They are casually manipulated by the media unknowingly and they have limited range of opinions and are told what to believe. PASSIVELY ENGAGING
Hegemonic: role of audience
They are aware that they are persuaded to accept this dominant ideology. PASSIVELY ENGAGING
Key thinker for instrumental approach
MILIBAND:
He argued that the editors and journalists in newspapers and other media organisations depend on the owners for their jobs and therefore will not use any apparent autonomy they may have to resist the dissemination of bourgeois ideology.
Key thinker for hegemonic approach
GRAMSCI:
the ruling class ideology goes unquestioned and becomes normalised through constant exposure particularly for the working class. Such as on tv through advertisements. However, Gramsci did not believe that hegemony goes unchallenged and that some slip through the net
Key thinker for plurslist approach
