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Ownership of the Mass Media

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Ownership of the Mass Media Topic 1 – Ownership of the media PLURALIST THEORY OF MEDIA OWNERSHIP: Modern capitalist socie䉤es are democra䉤c Le䐀, right and centric wings are given the opportunity to express their views. The most persuasive argument will result in their representa䉤ves being voted into power. 3 Types of media: The Mass Media are an essen䉤al part in this ideal because most people get their knowledge of poli䉤cs from newspapers and TV. They therefore argue that the media owners are objec䉤ve, responsible and facilitators of this poli䉤cal process. 1. Print media – owned and produced to make profit for the publishing companies that own The economics of media ownership: them e.g.. Newspapers and magazines The behaviour of the media owners is constrained by the market. 2. Audio visual media – owners o䐀en generate profit through subscrip䉤on or adver䉤sing Readers, viewers and listeners are the real power holders because they exercise the right to buy or not to buy. revenue. However, most of it is publically or state owned. E.g. Satellite TV, radio The media gives the audience what they want because they hold the power to buy. 3. Cyber media – new types of media including social networks, games Pluralists argue that the reason for media concentra䉤on (smaller companies merging as a large company) is for economic reasons rather than poli䉤cal or ideological because they argue that media products are costly to produce. Concentra䉤on of ownership is aimed at the maximisa䉤on of audience size in order to reduce costs and a耀ract adver䉤sing revenue. The Structure of Bri䉤sh Press Media : Curran Mass media – agencies of Ver䉤cal and horizontal integra䉤on and synergy reduce costs because media companies should no longer need to use services from other communica䉤on that transmits (2003) media companies who might be compe䉤ng with them. Also, profits are enhanced because they no longer have to deal with the fluctua䉤ng informa䉤on, educa䉤on, news 1937 ‐ 4 Press barons owned every 1 in 2 newspapers in the UK. prices of their compe䉤tors. and entertainment to mass Now ‐ 8 companies own them: Pluralists argue that it is prac䉤cally impossible for owners to interfere in the context of newspapers and TV because they are economically far audiences. 1. News Corps ‐ Rupert Murdock , Times, Sun, Sunday Times too complex to take regular interest in the content of programmes or newspapers. Whale (1977) argues that the media owners have global 2. Associated Newspapers ‐ Lord Rothermere, Daily Mail, Metro, Evening Standard problems of trade and investment to occupy their minds so they don't have 䉤me to think about the day to day details of running their media 3. United Newspapers ‐ Richard Desmond, Daily, Sunday Express, OK! Concentra䉤on of media business. 4. Telegraph ‐ Barclay Brothers, Daily and Sunday Telegraph Media diversity ownership: Bagdikan 5. Independent ‐ Tony O'Reily, Independent and Independent on Pluralists argue that the range of media products available is extremely diverse. As a result, all points of view in a democra䉤c society are (2004) Sunday catered for. 6. Pearsons Group ‐ Viscount Cowdray, Economist, Financial Times 6 major corpora䉤ons Public service broadcas䉤ng 7. Trinity Mirror ‐ Mirror and Mirror on Sunday control all the media in the 8. Guardian Media Group ‐ Observer and Guardian Pluralists point out that a significant share of the media market in the UK is taken up by PSB. e.g. BBC and Channel 4. USA: The Structure of the Bri䉤sh Broadcas䉤ng Media: Curran BBC has a legal obliga䉤on to provide specific services ‐ to inform, to educate and to entertain the full audience spectrum (all groups of Time Warner, Disney, News society must be catered for). (2003) corps, Sony, Viacom CBS, In 1999, the government outlined what it saw as the func䉤ons of the BBC: The content of the commercial TV is controlled by ITV plc. This General Electric NBC company owns 11/15 TV franchises. • To provide quality programming with par䉤cular emphasis on giving audiences access to the 'arts' (drama, classical music) Channel 5 is owned by 3 companies ‐ Pearsons, Bertelsmann and • To protect vulnerable programme types such as news, documentaries, dramas and kids shows United Business Media • To accurately and impar䉤ally report news Access to satellite TV is generally controlled by BSkyB and Virgin • To educate audiences so that they can make informed decisions about poli䉤cal issues Media • To ensure programming is pluralis䉤c and diverse and caters for all audiences • To protect consumers from harmful material, especially children. Horizontal Integra䉤on/Cross Media Ownership ‐ Pluralists therefore see PSB as the perfect example (epitome) of impar䉤al and objec䉤ve media and a counterweight to any bias from the Big media companies that won a diverse range of media. E.g. Virgin private sector. State Controls Ver䉤cal Integra䉤on ‐ Pluralists say that the power of the media owners is restricted by state or government controls. In some socie䉤es, owners are not allowed to Companies try to control all aspects of media to maximise profits. E.g. Time Warner controls all stages of produc䉤ons, filmed at own studio and premiered at their own cinema complexes own too much media or different types of media in order to reduce the possibility that one person's view or products can become too dominant. Diversifica䉤on/Lateral expansion ‐ Another state constraint on media ownership is the fact that both the BBC and ITV have some legal requirements imposed upon by Ofcom ‐ When firms spread risk by moving into new areas of business. e.g. Virgin The office for communica䉤ons. Ofcom's func䉤ons is to monitor the content and quality of television and radio output on both the BBC and the commercial channels. They Global Conglomera䉤on ‐ Companies that have a presence in many countries, opera䉤ng in a global market also review viewers and listeners complaints. Pluralists argue that the combina䉤on of audience and regulators prevents media owners with no moral or ethical principles to produce Synergy ‐ biased content upon the general public. When 2 companies partner up to promote and produce items. E.g. merchandise Spiderman Media Professionalism Pluralists argue that journalists have too much integrity(the quality of possessing and steadfastly adhering to high moral principles or professional Technological Convergence ‐ The trend of pu嘀ng several technologies into one media product standards) to be biased regularly in favour of one perspec䉤ve. Media also have a strong tradi䉤on of inves䉤ga䉤ve journalism, they aim to expose the misdeeds of those in power. Public Service Broadcas䉤ng ‐ Media Audiences Media outlets that are controlled by the state, which have a world‐wide reputa䉤on for impar䉤ality. Pluralists suggest that audiences do not passively accept what is being fed to them. They argue that audiences are selec䉤ve and o䐀en cri䉤cal of media content. Audiences are very diverse and interpret media in different ways. Marxist Cri䉤que of media ownership and control Why should we study media control GLASGOW UNIVERSITY MEDIA GROUP Marxists argue that the economic system of the UK is unfair because it and ownership? Doyle (2002) Curran's analysis fits in with the GUMP analysis ‐ they take a hegemonic approach ‐ domina䉤on by consent, generally benefits the R/C at the expense of the W/C. The wealth of the R/C is She suggests 2 reasons: used to describe the way the r/c project their view of the world so that it becomes the consensus view ‐ to obtained by exploi䉤ng the labour power of the W/C. The R/C is able to 1. Socie䉤es need to have a diverse and media ownership and control. maintain class inequality is by inheritance and private educa䉤on through the pluralis䉤c media provision so all • KEY POINT ‐ The Glasgow University Media Group (GUMG) suggests that media content does support the genera䉤ons. views can be hear, abusers of power interests of those who run the capitalist system. However, this is an unintended by‐product of the social The role of ideology and elite can't control us. backgrounds of journalists and broadcasters rather than a conscious capitalist conspiracy. The GUMG Marxists suggest that the R/C uses ideology ‐ false but influen䉤al set of ideas, 2. Media is so influen䉤al, they have the points out that most journalists working for na✀唄onal newspapers, television and radio tend to be values and norms, to make sure that the W/C accept capitalism and do not power to make or break poli䉤cians overwhelmingly male, White, and middle class, e.g. 54% are privately educated. threaten its stability. They do this by domina䉤ng ins䉤tu䉤ons such as the careers. The media has considerable educa䉤on system, religion and mass media. • The GUMG claims that these journalists and broadcasters tend to believe in middle‐of‐the‐road influence on public opinion The role of these ideological agencies is to transmit r/c ideology by persuading (consensus) views and ideas because these are generally unthreatening. Journalists believe that these the majority that capitalist society is meritocra䉤c ‐ if you work hard, you will appeal to the majority of their viewers, listeners and readers. Ideas outside this consensus are viewed by ‐ Pluralists suggest that media owners be successful. These agencies therefore aim to convince people of the benefits journalists as ‘extremist’. People who hold these opinions are rarely invited to contribute their views in manage their media in a responsible way, of capitalism. newspapers or on television, or if they are, they are ridiculed by journalists. any a耀empt of owners trying to use their As a result, w/c people experience false class consciousness ‐ coming to media/to control it to voice their own view • The GUMG argues that these journalists are not mo䉤vated by a desire to defend capitalist interests. Media believe (wrongly) that capitalism is a fair system which benefits us all equally. would be undermined by the public. The companies are profit‐making businesses.
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