Liberal pluralism def

Liberal pluralism def

• 1.
  Liberal Pluralism MediaTheory
• 2.
  RECAP: Marxist viewof media • The media are a major tool in this constant power contest • Media are more than just channels for communication, media are ideological agencies – they play a central role in maintaining class domination – they reinforce the dominant social norms and values
• 3.
  Marxist perspectiveson the media centre on the belief that the mass media are a tool used by ruling bodies to maintain control over the masses. Pluralists take a more flexible view arguing that the media is merely responding to the demands of the audience.
• 4.
  Liberal Pluralism: Let’sbreak it down... The dominant perspective associated with contemporary capitalism. ‘ Liberal ’ – individual choice and freedom are seen as a crucial human right. ‘ Pluralist ’ – democratic societies allow a range of political views and opinions and a range of political parties between which the population choose in free elections.
• 5.
  Liberal Pluralism Liberal pluralists DEFEND the role of the mass media against the charges brought by Marxist critics. They see the mass media as having a generally positive and beneficial role in contemporary society. This does NOT mean that they believe the media are beyond criticism. On the contrary, they would expect the media to be the subject of healthy debate and criticism.
• 6.
  The media asthe fourth estate The three estates of our society are seen to be the government, the legal system and the church. Each has some form of power within our society. Pluralists argue that the media is seen as the fourth estate in order to keep the public informed about what is happening in the other three.
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  Government Legal SystemMedia? Church
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  The media fulfilthis role by reporting on political events and producing documentaries on key events, amongst other methods. For example: Question Time
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  The mass mediaare often seen as fulfilling the vitally important role of fourth estate, the guardians of democracy and defenders of the public interest.
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  Liberal Pluralists believe…The media are completely free to express themselves in any way they see fit. The media (especially the press) serve an important democratic function by monitoring the activities of politicians and powerful institutions. Even the most powerful can be scrutinised and brought down.
• 11.
  http://mps-expenses.guardian.co.uk/
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  Liberal Pluralists believe…A democratic society needs an educated, well informed electorate – the mass media can help ensure that people have a good understanding of the issues when they vote. The logic of the market place controls quality and value in the mass media just as it does in any other industry. If we’re not satisfied with a media product, we ‘vote with our wallets’ and spend our money elsewhere. Media companies are constantly on the lookout for gaps in the market – as soon as a new area of demand is identified, a new product will be launched to meet that demand.
• 13.
  Liberal Pluralists believe…The government has the power to intervene to address any problems which might arise in the free market. They can prevent very powerful companies from wiping out the opposition. They also invest in public sector companies such as the BBC, therefore priorities can be set and decisions made which are not purely based on making profit.
• 14.
  Your task: Researchthis a TV schedule from recent weeks Consider how a pluralist may interpret the range of programmes on offer? What evidence is there of the media acting as the fourth estate?