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Mass Media

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Theories of Mass Media The pluralist model The dominant ideology model The market model The elite-values model

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The Pluralist Model The media is an ideological market place in which a wide range of political views are debated and discussed. The impact is neutral – it does not reflect the balance of forces within society at large Flaws: weak and unorganized groups are excluded from access to mainstream publishing and broadcasting

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Dominant Ideology Model The media as a conservative force aligned to the interests of economic and social elites Promotes compliance and political passivity among masses Propagates bourgeois ideas and maintain capitalist hegemony (Marxian view) Ownership determines the political views

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Dominant Ideology Model Noam Chomsky and Ed Herman “Manufacturing Consent” identified five ‘filters’ through which news and political coverage are distorted 1) the business interests of owner companies 2) a sensitivity to the views and concerns of advertisers and sponsors 3) the sourcing of news from and information from agents of power such as government and business-backed think-tanks

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Dominant Ideology Model 4) pressure applied to journalists including threats of legal action 5) a belief in the benefits of market competition and consumer capitalism

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Elite values model Focus on the mechanism through which mass media is controlled Editors, journalists, braodcasters enjoy significant independence and thus control the content of media. Media reflects the values of groups that are represented amongst its senior professionals

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Market Model The idea is that TV and Media reflect rather than shape the views of the general public This is because media outlets are concerned with profit maximization and with extending market share

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Mass Media and Democracy It promotes democracy in four key ways 1) By fostering public debate and political engagement 2)by acting as a public watchdog to check abuses of power 3) By redistributing power and political influence (access to information and opportunities for information exchange) 4) By providing a mechanism through which democracy can operate (expansion citizens’ participation through e-democracy)

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Propaganda Propaganda is information or disinformation disseminated in a deliberate attempt to shape opinions and, possibly stimulate political action Propaganda implies 1) untruth and distortion 2) desire to manipulate and control public opinion