• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Assess the Pluralist theory of the media and ownership

Extracts from this document...


Wasim Mohammed 441588 Assess the Pluralist theory of the media and ownership The mass media is the means by which messages and images are communicated to a mass audience, it does this through its various Mass Communication Technologies (MCTs), for instance the Internet is a very powerful and influential MCT communicating worldwide. MCTs educate, persuade and inform as well as entertain their audience. Media is geographically dispersed and has no limits due to its global domination. It is also culturally diverse and socially mixed. Pluralists believe that the mass media is reflective of social reality, and acts as a 'mirror'. They state that it has a functional role in meeting the demands of its mass audience, and thus owes a duty to the people. ...read more.


Pluralists also share the view that media content is reflective of the audiences interests, an example of this is how coverage of 'immigrants' is often very negative in 'The Sun', a tabloid newspaper. Pluralists feel that media is responsive to both market and public demand. The audience is a dictator in terms of what it wants in media content. Burnham argued that the mergers and takeovers are irrelevant due to the emergence of Joint Stock Companies. His 'managerial thesis' also recognised that ownership and control is detached due to the fact it is impossible for individuals such as Rupert Murdoch to make every decision regarding media. ...read more.


The structuralist Marxists would state that there is an immense competition and a fierce rivalry within and between the mass media, as a result of which a conspiracy of the powerful can not exist. They would also declare that the personal influence of owners is diminished due to the pressure exerted by market forces. Thus overall, Pluralists main view regarding media and ownership is that there is no influence of owners, mainly due to the audiences role as a dictator and the fact that power is not concentrated and is dispersed allowing for different groups to become influential. There arguments can be subject to criticism as owners are a regulating authority with the possession of command, in other words they are highly involved in their business, and this may be due to competition as stated by Structuralist Marxists (above). [20] ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Media section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Media essays

  1. Sociology Structural Theory and The Media

    The media has a great impact on how people in society understand how they live. From the functionalist perspective the role of the media is to firstly give information across society and is also used as a form of social control by broadcasting to the population values that reflect a particular society.

  2. What do the Pluralists say about the media generally?

    and institutions are also significant in influencing people's actions. However, some pluralist approaches do emphasize the power of the media to inform - as opposed to persuade. What do we mean by this - the idea that the media are crucial for informing the public i.e. what we know about the world around us is increasingly dependent on the media and what they tell us.

  1. The issue of media ownership is a complex one and therefore, I look to ...

    media concentration, can also lead to an increased risk of abused power (i.e. propaganda) and a corrupt system. Looking at Murdoch one of the largest US owners and government supporters, he dictates and standardises the political line of newspapers (he editorialises).

  2. Assess the pluralists view on media ownership

    Another factor supporting the post modernist view is that due to the rapid advance of technology producing live satellite links its hard for anyone [including bourgeoisies, therefore no matter how high up in the hierarchy one is] its mere impossible to maintain any sort of control over live media coverage.

  1. Does violence in the media effect peoples behaviours and opinions?

    As the effects of media violence are applicable to potentially everybody who watches it, then the target group is everybody. However, this sample only selected those middle class, middle-aged professional adults with children around 10 years old, and middle class teenagers still involved in full time education.

  2. Moral Panic and media folk devils.

    a ban or less chance of acquiring these and therefore have much less need to protect their right to watch, play or read these things. * What effect does the media have on them? The media is renowned for being the main cause of moral panic, they often write articles

  1. To what extent do the media effects an individual's self-identity?

    selection of clothes were presented almost identical to what she was wearing, encouraging women to look like the celebrity. I was quite shocked at this as the magazine was delivering the message so overtly to the reader. Articles like these were used solely to stereotype young women and make them

  2. How does the media represent female bodies?

    Finally the results could be unreliable because the women might want to please me and give me answers they think I want to hear rather than what may be true; therefore I decided to use context analysis instead. I wanted to ensure that my research was as fair and accurate

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work