Topic 2: Ownership And Control Of Mass Media Flashcards
What does less ownership and control of media mean?
Audiences experience a lack of choice and alternative media sources
What did Bagdikian (2004) find?
Found that American media was mostly owned by just 5 huge corporations ;including Disney and news corporation.
What are the 7 factors that have contributed to the decline of choice?
1) concentration of ownership
2) horizontal integration
3) vertical integration
4) global conglomeration
5) diversification
6) synergy
7) technological convergence
What is concentration of ownership?
Mass media is owned/controlled by a small number
What is horizontal integration?
Large media companies own various types of media
What is vertical integration?
Companies want to maximise their profits by controlling all aspects of the industry.
What is global conglomeration?
Media companies operate in the global market.
What is diversification?
When companies branch out into new areas to spread risk.
What is synergy?
When companies sell their products in different formats. E.g- a film will also have a game and action figure.
What is technological convergence?
Several technologies out together in one product
What do Marxists believe?
The media is owned and controlled by the ruling class and those who own the media will directly influence the content to reflect their interest.
What are Marxists view on journalists?
Journalists are socialised into dominant ideology and will reflect the views of of the ruling class. They do no want to upset the owners as they depend on them for their jobs.
What do Pluralists believe?
Ideological domination is prevented due to diversity of mass media products, different platforms for broadcasting and the range of pressures that influence the production of the media.
What are Pluralists view on journalists?
Journalists have independence and are not manipulated by the owners.
What do Pluralists say about consumer choice?
Consumer choice will dictate the content if media and all tastes are catered for.
