What do the Pluralists say about the media generally?

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Pluralism represents another view of how the media function in society. In the US in the 1930s it derived out of dissatisfaction with mass society theory and the views of the Frankfurt School. Theories developed about the same time. The contrast between Pluralist models and Marxist is important to history and dep’t of media studies. Spirited arguments in the past

LP - It's a bit more difficult to pin down than Marxist theories - more diffuse, but many of the views and principles of pluralism find support with media professionals/journalists - they believe that this is how the media operate - often go back to ideas of freedom of the press upto free market models which were pushed in the 1980s, particularly for broadcasting - no govt intervention - let the market and the paying public decide.

But pluralist models are more difficult to pin down because they are less explicit about their concept of society, but they aren't necessarily theoretical i.e. does have theoretical elements. Essentially can be seen like this in relation to dominance/Marxist models:

News Sources - competing interests v ruling class or dominant elite

Media - many, independent and competing media v concentrated ownership & uniform product

Production - creative/original/free v standardised/routinised/controlled

Content & Worldview - Diverse and competing, responsive to audience demands v selective/uniform/decided from above

Audience - Fragmented/selective/reactive & active v dependent/passive/mass/organized on a large scale/reactive

Effects — numerous, inconsistent/unpredictability/often no effect v strong and confirmative of EST social order and status quo.

What do the Pluralists say about the media generally?

Pluralists argue that the public have the power to resist persuasion by the media; they have the ability to use the media rather than be used by them. The media don't just manipulate people's actions. Media are not all powerful

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Pluralists tend to support the idea that the media respond more to public demand than vice versa. The media don't simply advance the interests of the capitalist class as Marxists would argue. People actually use the media to satisfy different needs e.g. relaxation, entertainment, information...

Pluralists also believe that society is made up of different competing groups - people don't exist as isolated individuals at the mercy of dominant groups in society.

Unlike Marxist theorists, pluralists believe that wealth and power does not shape public opinion. Power in society is shared between competing political, social, and cultural groups. ...

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