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"Newspapers may appear to be run by professional managers and journalists but, in reality, it is he owners who wield ultimate power."

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Introduction

Essay Question: "Newspapers may appear to be run by professional managers and journalists but, in reality, it is he owners who wield ultimate power." Discuss this statement with reference to sociological evidence and argument. T he controversy of media imperialism questions us as to whether a certain medium (in this case, the newspaper - tabloid, broadsheet, hybrid) is controlled by the publication owner or the managers/editors-in-chief/journalists. They both deliver news and make it possible to be accessed by the reading-public. Proprietors own publication companies and administer the content of the media through a set agenda. Media practitioners are the workers within the business. They operate inside a framework of constructed agreement. Others may believe that the control of media is possessed by the owners, whilst others think that it is the journalists/managers who decide what is to be put in the medium. This issue will be scrutinised by looking at the dissimilar models and related concepts; providing exemplified statements; and finding out if there's a significant connection between them. "The class which has the means of material production has control at the same time of the means of mental production...they regulate the production of the ideas of their age: thus their ideas are the ruling ideas of the epoch." ...read more.

Middle

The MM views the society as two distinct groups namely: the capitalists and the proletariat, whereas the hegemonic considers society to have endless types of groups and positions. For this reason, the two models have different aims and target groups in the general society. The MM adapts the content, taking into account their main their interests; HM - provides articles which can appeal even at the lowest common denominator (the working class of the society). Owners tailor the out coming news from a set backbone/structure for their own welfare and benefit. Media practitioners consciously choose articles to be published. They take into consideration - immediacy and the reliability of sources. While the reading-public are more interested in true-to-life stories. They are being shaped by the owners of the press on what they should be reading about. However, the pluralists would argue that it is the readers that hold the ultimate power. This is logical since owners want to gain more profit out of the publications they disseminate. In 1997, the editor-in-chief of The Daily Mail placed the blame for the tragedy on not just the media institutions that constantly filled their papers with stories about Diana, but on the public who bought and craved for such stories. ...read more.

Conclusion

The editors will tend to publish things that support the agenda of the owners, the owners will demand things that boost their income whilst pleasing their supporters, and the readers will only buy what appeals to them. Undeniably speaking, all the three parties have the power to decide what is to be put in the media. Based on the reasons and weighing out of the models, the Manipulative Model still has the final decision for the output of the medium. Owners/proprietors and the government purposely select apt news for publication that suits their interests and benefits them - at the same time, shaping the society on what they should read in the newspapers. They deliberately choose what ideas could possibly fit in the current events to make it successful and later on develop it into a more controlled way. Indeed, the Marxist's saying: "The class which has the means of material production has control at the same time of the means of mental production...they regulate the production of the ideas of their age: thus their ideas are the ruling ideas of the epoch." Marx, The German Ideology, p. 39 ?? ?? ?? ?? The Mass Media: Sociology Essay Mark Casumpang Year XII - MGO ...read more.

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