Plurism
Pluralism
It’s the opposite to the Marxist theory. Whereas Marxist perspectives on the media centre on the belief that the mass media are a tool used by ruling bodies to maintain hegemonic control over the masses and a class divided society, pluralists take a more flexible and open view, arguing for a classless society and media organisations which are responsive to an audience and economically determined.
Basic definition of pluralism:
They view society as a system of competing groups and interest, none of them predominant. Media organisations are seen as enjoying an important degree of autonomy from the state, and control of the media is said to be in the hands of an elite who allpw a considerable degree of flexibility on production choises. Audiences are perceived as capable of manipulating the media and having access to what Halloran calls the puural values of society, enabling them to confirm accommodate or reject.
Is the opposite of Marxism and rejects the concept of mass culture
As we become more media literate we are able to choose from a wide variety of cultural options
Class distinctions are less important now influencing the choices made by individual
High culture now reaches wide audiences which might have chosen soap operas for example
Individuals have the freedom to consume texts based on their personal preference.
The media is seen as acting like a public interest as the fourth estate , keeping an eye out in abuse of power by publications, large multinational corporations and others.
Allows for many different view points to be explored in media texts which may b in conflict with each other (like party political broadcasts). There is no hegemonic message to be conveyed through all media texts.
The role of the audience
If the audience odes not like a media text of any sort they will simply not watch it allowing the rates for the text to fall down thus leading to media organisations to respond y changing their output. Audiences are vital to producers, so therefore they have to research and spend a considerable amount of time to assure them of what the consumers want in order for it to appeal to the audience. The audience is seen as being active and not just receiving texts passively.
The media as fourth estate
There are many ways in which the first three estates of a democratic society are defined but essentially they are seen as the government, legal system and the church in various combinations. Each had power in our society.
The role of the media is seen as being that of the fourth estate, whose role is to keep the public informed about what is happening in each of the other three. The media fulfil this role by reporting political events in the newspaper or on broadcast television by providing documentary programmes to report key events
It’s the opposite to the Marxist theory. Whereas Marxist perspectives on the media centre on the belief that the mass media are a tool used by ruling bodies to maintain hegemonic control over the masses and a class divided society, pluralists take a more flexible and open view, arguing for a classless society and media organisations which are responsive to an audience and economically determined.
Basic definition of pluralism:
They view society as a system of competing groups and interest, none of them predominant. Media organisations are seen as enjoying an important degree of autonomy from the state, and control of the media is said to be in the hands of an elite who allpw a considerable degree of flexibility on production choises. Audiences are perceived as capable of manipulating the media and having access to what Halloran calls the puural values of society, enabling them to confirm accommodate or reject.
Is the opposite of Marxism and rejects the concept of mass culture
As we become more media literate we are able to choose from a wide variety of cultural options
Class distinctions are less important now influencing the choices made by individual
High culture now reaches wide audiences which might have chosen soap operas for example
Individuals have the freedom to consume texts based on their personal preference.
The media is seen as acting like a public interest as the fourth estate , keeping an eye out in abuse of power by publications, large multinational corporations and others.
Allows for many different view points to be explored in media texts which may b in conflict with each other (like party political broadcasts). There is no hegemonic message to be conveyed through all media texts.
The role of the audience
If the audience odes not like a media text of any sort they will simply not watch it allowing the rates for the text to fall down thus leading to media organisations to respond y changing their output. Audiences are vital to producers, so therefore they have to research and spend a considerable amount of time to assure them of what the consumers want in order for it to appeal to the audience. The audience is seen as being active and not just receiving texts passively.
The media as fourth estate
There are many ways in which the first three estates of a democratic society are defined but essentially they are seen as the government, legal system and the church in various combinations. Each had power in our society.
The role of the media is seen as being that of the fourth estate, whose role is to keep the public informed about what is happening in each of the other three. The media fulfil this role by reporting political events in the newspaper or on broadcast television by providing documentary programmes to report key events
posted by xxprascillaxx at 3:27 AM
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