Role of media professionals

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

Author

azilahussain

320567

Card Set

Role of media professionals

Description

Theoretical debate about the role of media professionals

Updated

2016-05-29T08:44:36Z

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