Some examples from this set of practice questions
1.
Who argues that audiences control media?
Answer: pluralists
2.
Who argues that the media control audiences?
Answer: Marxists
3.
Why do Pluralists believe that audiences control media?
Answer: Media content is shaped by consumer demands in the marketplace. Power is seen to be spread out among audiences rather than concentrated. This is because the public can exercise ‘choice’; the right to buy and not to buy. If one does not like the style of “The Sun”, the latter can buy “The Guardian” or “Socialist Worker”. If media owners spread messages on tv, radio, and social media that their consumers do not like, they will simply stop consuming the products and the media will go out of business.
4.
why is there bias in media contents?
Answer: According to Pluralist reflection theory, mass media opens a “window to the world” that reflects the opinions of the viewers and listeners. Graham Thomas argues that media do not create people’s attitudes but simply reflect and reinforce them. So, bias occurs because it simply reflects what the audiences think. In the Daily Express, it was reported that since people from Britain were against mass immigration, they continuously published articles about migrants robbing or their criminal activities.
5.
why do pluralists believe Owners of the media do not control mediatic contents?
Answer: It is practically impossible for Owners to interfere with the content of the newspapers and television programmes because their businesses are economically far too complex for them to regularly control the day-to-day running and content. The power of media Owners is restricted by the state. Editors, journalists, broadcasters have a strong sense of professional ethics which act as a system of check that keep potential Owners from abusing their dominion over mediatisation. This professionalism constrains the power of the Owners. The News has commentators from different political parties suggesting that the people are well represented. Many countries have cross-ownership rules preventing people from owning more than one type of media. Newspapers, television and radio in Britain are subjected to legal control imposed on them by The Press Council and Office for Communication.
6.
Why do Marxists believe that it is Owners who control the thoughts of media audiences?
Answer: Marxists argue that oligopoly where the massive concentration of wealth and power in the hands of so few, enables the owner to control content and output. For example, AT&T, Disney, Comcast, National Amusement, and News Corps; altogether the big 5 are worth over 400 billion dollars, controlling about 90% of all U.S media.
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