Pluralism

• What do pluralists suggest?

  That the media reflects the values and beliefs of society. They argue that society is made up of lots of different and interacting parts, each producing their own opinions
• What do Post modernists suggest?

  That consumption is really important in todays society - the cultural products you buy and consume help to make up your identity
• What do postmodernist pluralists suggest?

  They say that because people can choose to consume any of the different opinions media outlets produce, they produce content that they think people would want to read and buy
• What do pluralists suggest about alternative views?

  That there will always be an alternative view and that no onee group can push their views onto society
• What do they suggest about normal people have power?

  Pluralists suggest that normal people have consumer power over media outlets, so if people don't like what they are reading or hearing then they can chose a different media source, causing the old on to lose money
• How do media organisations stay in business?

  They publish stories that wont offend the readers - views that are seen as extreme often don't get published

  
  

  For example, Page 3 in the Sun and how the Sun responded to the Hillsbourgh disaster
• Do pluralists agree of disagree with Neo-Marxists?

  They disagree
• Who chooses what media content to publish?

  Journalists and editors
• What do postmodernists argue about who chooses media content to publish?

  That it limits the power of the media owners and creates more Media diversity for example, the introduction of Twitter and YouTube meant that people could publish their opinions
• Why do Journalists have to follow professional codes?

  So they make sure they are reporting in a professional unbiased and honest way (journalist integrity)

  This makes it harder for owners to interfere for example, Piers Morgan and Megan Marcal
• What do Neo-Pluralists admit about professional codes?

  They admit that it may be difficult for some journalists to be impartial and stick to these codes
• Why are there lots of groups and organisations who regulate the media in the UK?

  So they make sure that Media owners don't have too much power and the journalists are acting in a responsible manner
• What do Public Service Broadcasters have to do?


  PSB such as the BBC is publicly funded and the media it produces has to represent as many views as possible by law
• What does Curran criticise the postmodern pluralist view?

  He disagrees with the pluralists as he agrees that the owners still interfere in the production of media for lots of different reasons

  He also states that the UK has been controlled by a small group of individuals for a long time - 4 people control 50% of our media
• Why does Miliband criticise the postmodern pluralist view?

  He thought that the owners who favour capitalism have ultimate control. He argued that issues that show capitalism in a bad light are rarely mentioned in the media - things like the existence of inequality and poverty