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The Pluralist theory.

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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.

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