MEDIA 3

• What is the primary concern of media owners according to pluralists?

  Making profits by attracting large audiences
• How do pluralists believe media owners can attract large audiences?

  By providing what the audiences want
• What do pluralists and neophiliacs suggest about the rise of new digital media?

  • It undermines the traditional influence of media owners
  • It gives more power to ordinary people
  • It allows for diverse interpretations of events
• Who are neophiliacs?

  Optimists who rapidly adopt and use new media
• What impact has the internet had on media according to pluralists and neophiliacs?

  It has shifted power from media owners to ordinary people
• What do pluralists believe audiences influence in the media?

  The content provided by media owners
• How might ordinary people use new digital media to interpret events?

  By sharing their perspectives on social media platforms
• What do neo-Marxists agree with Marxists about the media?

  They agree that the media spreads bourgeois ideology.
• Why do neo-Marxists believe that media ideology is not micromanaged by owners?

  Because editors and journalists come from privileged backgrounds and share similar values with owners.
• How do journalists support the dominant ideology according to neo-Marxists?

  They support it by choice, not because they are manipulated.
• What demographic did the Glasgow University Media Group find dominated journalism in the 1970s?

  White, middle-class men.
• What did the GMG identify about the media's role in disputes?

  They found numerous examples of the media taking the side of the powerful.
• What percentage of top journalists in Britain were privately educated in 2018?

  51%.
• What percentage of the general population in Britain is privately educated?

  7%.
• What percentage of top journalists attended comprehensive schools?

  19%.
• What percentage of the readership of top journalists attended comprehensive schools?

  90%.
• What percentage of top journalists are white?

  94%.
• What percentage of top journalists are men?

  55%.
• What is Gramsci's concept of hegemony in relation to neo-Marxism?

  It refers to how bourgeois ideology becomes seen as common sense.
• How are alternative views presented in the media according to neo-Marxists?

  They are often presented as extremist or ridiculous.
• What effect does the acceptance of dominant ideology have on the audience?

  It leads the audience to see it as natural and common sense.
• What is false class consciousness in the context of neo-Marxism?

  It is the misperception of one's social class and interests due to dominant ideology.
• How do journalists' personal news values affect their reporting?

  They can develop critical, anti-establishment views occasionally.
• What is the significance of agenda setting in media?

  It manages which issues are presented and which are hidden.
• What does gatekeeping refer to in the context of media?

  It is the power to limit access to information.
• How does the framework of dominant ideology affect media content?

  It means audiences have little real choice of media content.
• What is a criticism of the hegemonic approach in media studies?

  It underestimates the power and influence of the owners.
• How do owners influence media content according to the hegemonic approach?

  Owners appoint and dismiss managers and editors who step too far out of line.
• Why are journalists' careers dependent on editors according to the hegemonic approach?

  Because journalists must gain approval of their stories from editors.
• What do pluralists argue regarding the influence of media owners?

  They suggest that new globalized digital media has undermined traditional media owners' influence.
• How has the rise of the internet affected media content control according to pluralists?

  It has put more control of media content into the hands of media users.
• Why are certain positions, attitudes, and values more prevalent in the media according to pluralists?

  Because those are the ones that audiences demand.