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"The media reflects society; just as there is diversity in society, there is diversity in the media."

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Introduction

Richard Dilley "The media reflects society; just as there is diversity in society, there is diversity in the media." Since mankind first transmitted news, views and opinions there have been debates as to the reasons behind people doing this. These debates formed the basis for sociology in mass media and are the subject of this essay. The theories people deduced to use in this great debate have since developed from their humble beginnings and are now examined throughout the world. The two most widely used theories are ironically the two most conflicting, Pluralism and Marxism. We'll start with Pluralism as it's focal point is the quote that began this essay. Pluralist theory views the media as being an institution that offers society with a wide selection of views to be used by the various groups of society. All society has some diversity within it and as such the media presents people with the information they wish to hear. British society is particularly diverse and is made up of different groups of race, religion and class to name but a few of the factions. Pluralists believe that the presence of media in society has no other use but to give people the range of views and information that will best cater for their needs. ...read more.

Middle

This is due to several variables. These variables are: varied exposure (personal, political, practical and technological factors will limited the extent to which an individual or group are affected; the type of media used to convey a message (pictures can often say a lot more than words, as is true with charity adverts such as the NSPCC); the way the media is presented (the language and form used to show information can shape the way the audience analyse it). Supporters of Marxism often make several criticisms of Pluralism. They point out that media corporations themselves fund much of the research done to evaluate the content and messages of the media. This will, in most cases lead to a bias and much results distorted to reduce concern about the problem. Another criticism that is made is related to the relationship between journalists and politicians. Blumer and Gurevitch are just to whom heavily support that fact the journalists need to gain the acceptance of many politicians to allow them to interviews and news coverage. Politicians also need journalists to share their view as otherwise their political party and its actions would receive very little good publicity to help their campaign. ...read more.

Conclusion

They set the limits of media ownership and as such the content. As I mentioned earlier, if people do not want the information then the lack of demand for it would cause the firm's demise. "The media reflects society; just as there is diversity in society, there is diversity in the media." When asked to what extent I accept this view, my answer would be far from simple. I would agree with in the sense that I believe the aspect of pluralism it refers to. However, there are indeed many issues that must be taken into account, the first of which being, myself. If I entirely agree with this view then ideology has worked. The 'ruling class' have succeeded in creating hegemony within my thoughts and actions. I appear perfectly happy with the so-called exploitation of the masses. I would much rather have conversations with my friends about when Alan Partridge buys his slippers or Homer Simpson's family antics. This might be because I enjoy it, or maybe because I merely simply think I enjoy it. Therefore, I do accept the statement quite to a degree but I also feel that my view may change as I develop more sociological knowledge and can base my decision on more evidence. Words: 1224 ...read more.

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