MEDIA 4

• What do pluralists argue about power in society?

  Power in society reflects a broad range of interests.
• How do pluralists view the concentration of media ownership?

  They see it as rational economics rather than a sinister ideological plot.
• What do pluralists believe about media content decision-making?

  Media content is decided by market forces and audience demand.
• How do pluralists characterize the audience's role in media consumption?

  They view the audience as active choosers exerting control through consumer choices.
• What is the implication of audience choice on media products?

  Products will only survive if they can generate an audience.
• What prevents any one owner or company from dominating the media according to pluralists?

  The competition for audience prevents domination.
• What are the characteristics of the media landscape according to pluralists?

  • A wide range of competing media platforms
  • Reflects a huge range of audience interests and ideas
  • Includes views that challenge the dominant ideology
• What must journalists do to cater to their audiences?

  Journalists must produce stories that offer a wide selection of views.
• How do audiences interact with media content according to pluralists?

  Audiences can accept, reject, reinterpret, or ignore media content.
• What role do new media play in the representation of views?

  • New media enable a variety of views to be represented
  • They allow for greater audience participation
  • They challenge traditional media narratives
• What is a criticism of the pluralist approach regarding media ownership?

  The pluralist approach underestimates the power of the owners.
• How do owners influence media content according to critics of the pluralist approach?

  Owners appoint and dismiss managers and editors who step too far out of line.
• What is the relationship between editors, journalists, and owners in the media?

  Editors and journalists have some independence but work within constraints set by owners.
• Do all groups in society have equal influence in the media?

  No, not all groups have equal influence to get their views across.
• What do feminists argue about the representation of female voices in the media?

  Feminists argue that the range of female voices in the media is very narrow.
• How are feminist perspectives treated in the media according to Thornham?

  Feminist perspectives are often dismissed by journalists as extreme and threatening.
• What is the impact of the pressure to attract audiences on media content?

  It limits media choice and leads to a decline in quality and sensationalism.
• What term describes the transformation of news into entertainment to attract audiences?

  Infotainment
• What do Curran et al (2009) suggest about the media's orientation?

  The media are more market-oriented and publish less serious journalism.
• How can the media act as an "opium of the masses" according to critics?

  It contributes to false class consciousness by limiting citizens' knowledge of public affairs.
• What do Marxists argue about audience manipulation by the media?

  Marxists argue that the media deliberately creates false needs and manipulates the audience.
• What do media outlets often do to manipulate audience perceptions?

  They spend time advertising for themselves, teasing future content.
• What do Barnett and Weymour suggest about the variety of TV channels available?

  Despite many channels, there is not really greater choice, just lots of the same thing.
• What is the fallacy of choice in media consumption?

  People are not really influencing media content meaningfully when they make market choices.
• What are the main criticisms of the pluralist approach to media?

  • Underestimates the power of media owners
  • Not all groups have equal influence
  • Media content is often male-oriented
  • Sensationalism and infotainment limit quality
  • Market orientation reduces serious journalism
  • Audience manipulation creates false needs
  • Fallacy of choice limits meaningful influence