the real power resides with the managers not the owners of corporations as salaried managers and shareholders are important figures in decision making and having high levels of technical proficiency and skill - leads to having power
Pluralism
McRobbie
the power of readership dictates what appears in publications
Pluralism dumbing down
Blumer
deregulated media is a new style of American television style
a totally free media marketplace would lead to a devaluing of quality of some media broadcasting
Pluralism example
morning star = marxist newspaper
even though all types of media is available, many people may not know it exists compared to news corporations like the Sun
Pluralism
concentration of power does not matter as people choose what media they wish to consume
audience is active rather than passive like the manipulative and hegemonic model assume
Pluralism
media content is audience driven - so bias within the media is reflective of society
