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Critically evaluate the implications of the media dependence on advertising revenue in the context of the 'media industrial marketing complex'.

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Introduction

Critically evaluate the implications of the media dependence on advertising revenue in the context of the 'media industrial marketing complex'. Comment reflectively on the degree to which advertising financed media can provide all citizens with the information, which meets their needs as citizens. One of the main sources of revenue for the media is advertising. For commercial television, radio and the press, advertising is their lifeblood. Advertisers have one aim. This is to promote sales of their products and services through ensuring that their adverts reach their target audiences. The profitability of ITV, Channel 4 and other commercial television and radio companies is dependent on their ability to achieve good programme ratings. In the second half of the 19th century, Modern advertising developed however it can be traced back to the early 18th century. During what was called the mid-Victorian era the press in Britain began using advertising to cover all the costs of publication. This was a successful venture in raising revenue and all newspapers today are filled with various types of advertisements ranging from simple black and white ones to full-blown colour ones. The amount of money a newspaper makes from its cover prices and advertising fee depends on its circulation, the better its circulation, the cheaper its cover price. ...read more.

Middle

They need to capture our attention in order to sell it to advertisers to generate profits and in turn, to keep their jobs. What separates news media in a free society from a totalitarian society is its treatment of power. Several barriers inhabit the commercial news media from playing this crucial democratic role. The greatest barrier is the established function of the commercial media generated profit. (Azcona. Media and Democracy. 11/01/02). Media corporations crate a dependence on advertising industry and are fundemendently incompatible with the public service of promoting the conditions essential for democratic involvement. British media depended on advertising greatly not only to gain revenue but also to promote television programmes, radio shows and newspapers. Competition within companies provides a platform for advertising to grow and to expand. In 1997, the amount of money spent on advertising was �13.14 billion, which is equivalent to �4 to �5 a week for every member of the British public. (Meech. 1999). "The market treats its audience as consumers not citizens, so that serving a public sphere function is outside its purview along with the force of competition. Although the market treats audiences as consumers rather than citizens, it does not make consumers 'sovereign' in the sense of allowing them to choose what is offered". ...read more.

Conclusion

They must be able to recognise themselves and their aspirations in the range of representations on offer within the central communications sectors and be able to contribute developing and extending these representations. (Murdock. 1992. Page 21). As we can see advertising plays a crucial role in the consumer's life. The media is almost reliant on advertising to gain revenue however this is not always the case, and with such competition generated in today's society the media must also rely on other forms of revenue through television fees, subscription and cover prices etc to provide a guaranteed profit. Most advertisers do see the citizens of the UK to be consumers due to the fact that there is always the potential to buy particular messages that we are bombarded with everyday of our lives. The American association of advertising agencies estimated that in an average day, as much as 1,600 advertising messages are aimed at consumers. Although not all these messages are taken into account and maybe only 12 or so messages make conscious impressions. This gives an idea of the power advertisers have and how much we as the citizens have freedom of choice. (Bagdikian. 1997). However the media does provide us with the information we need and advertising does make the consumer aware of possible products and entertainment available. ...read more.

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