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

In what senses are media biased?

Extracts from this document...

Introduction

University of Kent at Canterbury Faculty of Social Sciances Department of Politics and International Relations PO591 The Mass Media and British Politics Professor Colin Seymour-Ure In what senses are media biased? In what senses are media biased? The media are doubtlessly biased in one way or another. The BBC is supposed to be neutral in opinion and free of bias, but this essay will show that it also depends on audiences and their taste, and that it structures its schedule and programmes around them. Further, it will be discussed how influenced commercial television is and why, by looking at its main sponsors, namely advertisers. The print media are going to be analysed in terms of their political partiality, and their quality and biased view due to marketing pressures. Finally, this essay will briefly mention how the terrorist attack on America affected the media and advertisers. While only ten per cent of the electorate believes that the television is biased, one third is of the opinion that the newspapers are more biased. This is because television that is the BBC, in this case, is seen as public property and therefore being controlled by the government, whereas anyone can publish a newspaper. ...read more.

Middle

According to Curran, the way in which TV time is sold affects the quality of audience appreciation as the quantity of audience is emphasised. Producers show the least favoured programmes in order to make the ads more appealing. This is called the "let's-give-the-public-the-programme-they-least-like-so-they'll-watch-the-ads" theory.10 This shows the inverse relationship between what people actually want and enjoy, and what the media provides them with.11 The marketing pressure leads producers to stress personal aspects of documentaries. Social problems are treated as if they were individual case studies in order to make them more appealing.12 Further, programme makers prefer genres because it minimises risk, helps to plan the budget more precisely and also helps to promote new products. Cable and satellite TV often carry programmes of one genre, which targets a specific audience. This drives specific products into the homes of a ready-made audience. Hence, certain types of viewers are addressed and particular genres are featured at specific times. Schedulers, for instance, believe that young people watch TV between five and seven in the afternoon, so ads that are supposed to be aimed at younger ones are shown at that time of the day.13 Thus, it is doubtless that commercial television too has to abide by certain rules set by market forces and their sponsors. ...read more.

Conclusion

Single-circulation increased, as usually happens in cases like this. However, because of increased pages, extra editions and employee overtime newspapers had to cover many expenses.23 In an overall view, it has to be said that the media, indeed, is biased. It does not always have to be in the political sense or that obvious. One could argue that the bias due to advertise pressure or marketing forces is a rather hidden one. However, no matter if the media states to be bias-free or not, there is some kind of bias. Although the BBC does not have to fight for advertisers and sponsors, it has to compete in the media market and therefore structures its programmes around the audience, which, as a matter of fact, is bias. Commercial TV has to get as many people as possible in front of the television in an attempt to gain profit. In the case of CTV one could say that it is a combination of BBC's reasons for bias and the pressure of getting sponsors. The print media is definitely biased, both politically and due to market pressure. The final article in this essay was supposed to illustrate how linked the press and mostly advertisement is and how much chaos an event can cause financially; to advertisers and the media. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Narrative 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 GCSE Narrative essays

  1. Discuss the way in which 'Neighbours' by Tim Winton and 'Stolen Car' by Archie ...

    '...bowling along the grey intestine leading into the bulging stomach of the city.'. Here the words '...bowling along...' refer to being delivered into the city, rapidly, yet smoothly. '...grey intestine...' brings an image of darkness and uncertainness along a long and winding trip.

  2. Language investigation on two magazines, 'Top gear' and 'classic cars'

    Both are very simplistic, and look unfussy, yet it allows them to draw the readers in through this technique. Lexis The extract taken from Top Gear magazine on the Porsche 911 GT3 uses a lot of informal language. However the picture he presents of himself gives the text a sense

  1. Explain how the director presents the James Bond genre in the cinematic trailers for ...

    Bond is thrown about, he drops to the bottom of the screen and is dragged along it, rather than staying firmly in the centre; this shows he is weak and a victim. At the beginning of the trailer, there is a shot where Gustav Graves is central but as he

  2. Compare trading places and collateral

    upper class that are relaxing and getting their work done for them, this therefore makes the audience satirize the rich upper class. Similarly we can see a clear comparison between the two lifestyles of Louis Winthorpe and Billy-Ray-Valentine, we see that Louis Winthorpe is very self-indulgent and relies on others however Billy-Ray is poor and begs on the street.

  1. Media Third and Final Piece of Coursework

    This is that the audience only watches the video for their own pleasure or use. So people will see the music video because they choose to view it furthermore the video is supposed to act as an advert for the band the son and in this case the style of

  2. Compare the representation of ethnicity in a range of popular mainstream TV programmes or ...

    Soaps sometimes stereotype people e.g. in EastEnders, they made Patrick's son (a black man) a drug dealer. This could create stereotypes in society against black people. Most soaps try to make their storylines realistic so they can reflect real life accurately.

  1. The purpose of this essay is to compare two advertising leaflets for christian aid ...

    This picture is a derelict image of inside the house. It creates an illusion of a happy cat. This illustration contains a lot of detail and emphasis's the poor conditions that the kittens are going through. It also contains a picture of cute and very easily adorable cats.

  2. How is the Media Regulated - OfCom

    The success of the PCC continues to underline the strength of effective and independent self regulation over any form of legal or statutory control.

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