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Examine the ways in which the output of the mass media may be influenced by owners and journalists.

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Introduction

Examine the ways in which the output of the mass media may be influenced by owners and journalists. The mass media are organisations and forms of communication used by specialist social groups to convey messages to a large, socially mixed and widely dispersed audience, without any personal contacts. Those who control the programming and editorial content are strongly encouraged to deliver what the audience wants. Their jobs are to attract a large, desirable audience. Traditional Marxism would be in favour of the view that the media output is influenced by the owners. Traditional Marxist would say all historical societies contain basic contradictions, which means that they cannot survive forever in their exiting forms. These contradictions involve the exploitation of one social group by another. In capitalist society, employers exploit their employees. This creates fundamental conflict of interest between each social group, since one gain at the expense of another. In Marxism, there is a large believe in patterns and structures in society. This structure is based on conflict and is known as conflict structuralism. This view believes that ideologies are set by owners, and that the owners control the media. The owners - usually rich and successful, ruling class people benefit from capitalism, as the media help to promote a set of believes and values which are favoured towards them. ...read more.

Middle

It also suggests that idea that the mass media are so powerful that they can 'inject' their messages into the audience. In this way, it implies that the makers of media messages can get us to do whatever they want us to do. This is known as the Hypodermic needle model. In addition, although this view suggests that the ownership of the media is concentrated by the media professionals, there are different editors and journalists to each newspaper; hence there are a range of views that are transmitted through out the media. Furthermore the Marxist view claims that the media are powerful, however, it implies that the editors and journalists are also "puppets", with very little status. However, investigative journalists exist, which highlights corruption in the existing system. The media are restricted by the government, as they have to abide by a number of laws and regulations, for example the Official Secrets Act. Another approach that would agree that the media output is influenced by the owners, is the Hegemonic Marxism view. The view is similar the Marxist approach, as it believes that the media support the capitalist system, thought enforcing certain ideologies. ...read more.

Conclusion

This organisation relates to my question.... "Ways in which the output of the mass media may be influenced by owners and journalists." However, there are criticisms to the Hegemonic approach. This view assumes all journalists and editors share the same culture, values and ways of thinking. It also suggests, once again that the audience is weak, in that we believe what the media says to us. But this isn't the case; all individuals have the ability to make up their own minds. In addition, this view does not take in to account the users needs (the audience) and demands. The media must cater to the demands of the audience, in order to make profit. As a conclusion, I have found out that the mass media are influenced by owners and journalists, through a range of ways. However I think that the most important way, is thought gate keeping and setting the agenda. Hear, in my view, the audience are most influenced by the media, as a majority of people do believe what the media projects and it helps us to shape our views and opinions. However, this can be criticised, as I have stated above. Overall, the owners and journalists do have certain power over the media out put, but it is restricted to a certain point. Amy Amin 12.3 Miss lomax ...read more.

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