TOO pluralism

Question 1

Argue that

Answer 1

Media owners are generally responsible

• manage information because content is mainly shaped by consumer demand
• if we don’t like it, we won’t buy it!

Question 2

What do journalists and broadcasters have a strong sense of?

Answer 2

Professional ethics which act as a set of checks and controls on potential owner abuse of the media

Question 3

Why do pluralists believe that mass media are an essential part of professional ethics?

Answer 3

Because the electorate today get most of their knowledge of political process from newspapers and television

Question 4

What do the media supply?

Answer 4

What the audience wants rather than what the owner decides

• some viewpoints have a greater range of media representing them
• not necessarily biased
• reflects what the audience wants or views as important

Question 5

Concentration is a product of economic rationality rather than

Answer 5

Political or sinister motives

• driven by the need to keep costs low and maximise profits
• globalisation results from the need to find new audiences rather than cultural imperialism