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

The Pluralist theory.

Extracts from this document...

Introduction

The Pluralist theory The pluralist theories on media differentiate greatly from that of the Marxist in it arguments and opinions. Many pluralist sociologists such as Katz and Lazarsfield as well as pluralist authors e.g. Nicholas Jones a correspondent on BBC radio news help argue the pluralist case illustrated by the writings and actions. Pluralism acquires a diverse perspective on the involvements of the media seeing it as offering a wide selection of views of the various groups in society. They state modern society is democratic and people have autonomy allowing choice in whether or not to purchase or watch medial output. Thus the theory that the media provide the public with what they want to know in order to be profitable. The pluralist theory accentuates that society is made up of several interacting but competing sections, which have more or less, equal access to resources and influence. ...read more.

Middle

two reporters on the 'Washington post' forced the President of the USA - Richard Nixon - to stand down after they exposed him for authorizing the bugging of his opponent's offices at Watergate in 1972. Furthermore Sociologists Katz and Lazarsfield exemplify their strong pluralistic views in their published account of their arguments in 1955 based on data collected in 1945. They argue that in general the media have a rather limited influence due to the mass communication process ability to be affected in unpredictable ways by five 'Variables'. Firstly, Variable exposure, access or attention to the media messages as well as personal, political, practical or technological factors can shape the nature and extent of an individual's or group's exposure to any particular message or medium. Secondly, they believed that the type of medium used to convey the message had a significant impact on the effectiveness of the message (image based is more effective then text). ...read more.

Conclusion

Overall the main predicament with the pluralist model is that is bases its theories on assumption rather than demonstrating that media content as a whole differentiates. In conclusion the Pluralist theory is heavily based on assumption yet develops an understanding between the publics freedom of choice in what to view or read. However examples of this reliance between the media and politicians to promote ideas can be portrayed by Tony Blair in item B whom "would not impose further restrictions on cross-media ownership" who may be acting in order to gain support from large media institutions which rules out Katz and Lazarsfield ideas that power and status are of little relevance in this particular context as people who vote for politicians may have been subdued to bias in the media. Overall, pluralists assert that there is little proof to claim audiences submissively accept what is being fed to them and that audiences are selective in their choices of 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. The mass media has played a major role in structuring public perceptions of crime ...

    Another strength of questionnaires is that the responses are gathered in a standardised way, so questionnaires are more objective, certainly more so than interviews. Another advantage is that generally it is relatively quick to collect information using a questionnaire Page 5 Weaknesses of my questionnaire will be that firstly respondents

  2. Introduction Communication Design

    To start with, one saw 'gangsters' and their molls only on the screen. Remember the menacing K.N.Singh who only had to raise his eyebrows to make one's legs go weak? The intrusion of gangsterism into films began and ended with their portrayal on the screen.

  1. An Assessment of Bias and Objectivity in the News Media

    journalists and reveal their implicit prejudices, or glorify them for being impartial.19 The objective ideal is resonant within our culture, and is utilised as a method of evaluating the media. If journalists are considered objective and unbiased, then they are generally perceived as fulfilling their obligations of adequately informing the

  2. Company documents -The first organisation I collected two documents from was Vodafone. The documents ...

    The first paragraph heading starts off saying Dear Customer, Welcome to Halifax!, In a black font.

  1. Globalization of the Media: A Bicultural Woman's View.

    Thinking and speaking in English's many variations is my strength. If women are to prove themselves in the field - and many have excelled over the years - they should do their homework, and more. They should keep pushing that executive glass ceiling by being experts in areas not considered "women's issues."

  2. The President and the Media - Bill Clinton and George W. Bush's First Three ...

    That's why I have tried to analyze only clear cases. For President Clinton I have found 33 stories, which were positive, 21 were negative of 54 stories in which the president had a significant part. For George W. Bush the picture looked much different: There were 49 positive stories and 8 negative ones of those that I considered significant.

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