XXX Media - Ownership and Control - XXX Flashcards
What is mass media?
A means of communication from a small number of producers to a very large number of consumers
In 2011, what percentage on American Media is controlled by how many companies?
90% is controlled by 6 companies
What is the Marxist view on the functions mass media?
Mass media performs several functions for the bourgeoisie:
- Denying access to competing views about society
- Presenting a picture of society which supports capitalism/ruling class.
- Providing entertainments and diversions to stop people in thinking about how they are exploited.
- Scapegoating techniques to create divisions within social classes, and deflect criticisms away from bourgeoisie.
Who do Marxists believe own and control the mass media?
Ownership is dominated by bourgeoisie (as a result of more money, better education and social capital, can get the high up jobs in media corporations)
Ralph Miliband argues owners have ultimate control over media organisations.
Although they have managers to deal with day to day, these managers can be fired and hired as the owners pleases. e.g Rupert Murdoch, owner of The Sun, controls everything such as political stance, employee hiring and firing, content etc.
Evaluation of Marxist ideas?
+ more than half of the top 100 newspaper editors, broadcasters and managers were educated privately. (only 7% of population goes to private schools)
+ 176 new reality shows due to be filmed - they are exploitive, tasteless and degrading.
- Ofcom checks 54% of content (they are not bourgeoisie)
What is the neo - Marxist view on the mass media?
Agree with Marxists that mass media spread dominant ideology to justify ruling class.
They do this through ‘HEGEMONY’ - ideological state apparatus.
They say that the ownership of MM is dominated by those with economic power.
Who do neo - Marxists say control the media? 4
They say owners rarely have control and it is actually the media managers and journalists who control content. This still enabled hegemony as:
- These people have been brought up within hegemony themselves (consider beliefs of capitalism to be common sense)
- Views come from moderate spectrum (anything radical is labelled ‘loony’, Ralph Miliband)
- Large amounts of content is devoted to unthinking escapism, consumerism and greed. (Herbert Marcuse)
- Content is limited and only used to attract viewers (consumers for ad breaks)
What is the functionalist view on the mass media? 2
Agency of socialisation and helps integrate people by communicating common values norms and aspirations of society.
The mass media:
- reflects and reinforces values consensus
- individualism, competition and financial success is encouraged.
What do pluralists believe is the function of the mass media? 3
Agrees with functionalist that media reflects common values. Performs 3 basic functions:
- providing information and entertainment relevant to various groups in society.
- criticising and reforming the activities of most powerful groups
- representing interests of ordinary people against powerful.
Who do pluralists think own the mass media?
Ralph Dahrendorf says that although some mass media is dominated by those who have economic power; IT TENDS TO BE GROUPS OF SHAREHOLDERS RATHER THAN INDIVUDUALS.
There is also state media to voice different voice to corporate media.
Free media allows anyone to own a form of mass media.
Who do pluralists think control the mass media? 5
Jean Blondel “no single group has monopoly of power and control of the media”
- Most day to day media corporations are run by gatekeepers.
- consumers control content through market mechanism
- Ofcom designed to make sure media is balanced and fair.
- new media allows freedom for may different people to represent their views.
- most media allows interaction/criticism
Evaluation of pluralism?
+ supporting evidence; phonehacking scandal 2009 (hold powerful accountable), Arab spring 2010 (no single group has monopoly of power), Arrested development (market mechanism), expenses scandal 2009(holding powerful accountable).
- Marxists say that interactivity creates illusion of democracy (eg X Factor interactivity is actually for advertising)
- Laws and regulations actually ideological state apparatus.
- Cant compare people who own a phone with big 6 (Marxist)
- new media still controlled (unwanted content can be taken down)
- free media not actually free
