-
PLURALISM
- -The owners of the media act in the public interest
- -Follow public opinion rather than shaping it
- -Media professionals create a diverse range of media to reflect the cultural pluralism of society and to sell these products to a mass audience
-
MARXISM
- -The ownership and control = capitalist ruling class
- -Media transmits ideas of the ruling class
- -Promote their products to make a profit and persuade people to accept the capitalist system
-
NEO MARXISM
- -Media professionals do shape the media with ruling-class culture, because capitalist values are the dominant culture of our society (cultural hegemony)
- -Media professionals present these ideas to us because they assume there is a basic consensus about capitalism in our society (Hall)
- -Owners may put pressure on journalists to present this cultural hegemony in their reporting, however sometimes they can escape this pressure
|
|