Topic 1-Ownership & Control Of The Media

Question 1

In a nutshell

Answer 1

The ownership of the mass media is concentrated in the hands of a few large companies, that have the ability to control what people have access to. According to Marxists the media has an ideological role to spread hegemonic ideologies. However pluralists argue media content is not driven by a dominant ideology, but instead consumer interest.

Question 2

Ownership of the media

Answer 2

The ownership of mass media in Britain is in the hands of a few large companies. Bagdikian described the concentration as ‘Lords of the global village’ which has existed for over 25 years. These Lords control every step of the information, creation and distribution process.

Question 3

What are the main features of media ownership?

Answer 3

1. Concentration of ownership.
2. Vertical integration
3. Horizontal integration
4. Global ownership
5. Conglomeration and diversification
6. Global conglomeration
7. Synergy
8. Technological convergence

Question 4

Manipulative/instrumental approach

Answer 4

Owners directly control and manipulate the content and audiences, to protect their profits and spread the dominant ideology. Media editors have little choice. Sees audiences as passive- a mass of unthinking, easily manipulated robots.

Question 5

What does Evans argue for the manipulative/instrumental approach?

Answer 5

Evans argues media moguls such as Murdoch undermine editorial independence and press editorial staff to adopt the same right-wing, conservative views as the moguls.

Question 6

Hegemonic approach

Answer 6

Although media owners have powerful influence, they rarely have day-to-day control of the media content, which is left in the hands of editors and journalists, therefore staff have some independence, but still support the dominant ideology by choice, not because they are manipulated. The GMG state most journalists tend to be white, middle-class and male.

Question 7

Pluralist approach

Answer 7

Media content is not driven by a dominant ideology or the political interests of owners, but instead the fight for profit through high circulation and audience figures. There is a wide range of competing media platforms and products that reflect a wide range of audience interests and choices. Audiences are free to ‘pick and mix’ whatever interpretation suits them, they have the freedom to accept, reject or re-interpret media content in accordance with tast and beliefs