The Mass Media TV TV Newspapers Newspapers Journals Journals Books Books Radio Radio Magazines Magazines Posters Posters The internet The internet

Learning Objectives To understand how the mass media impacts upon our identity. To understand how the mass media impacts upon our identity. To evaluate the Marxist, Hegemonic and Pluralistic models of the ownership and control of the mass media. To evaluate the Marxist, Hegemonic and Pluralistic models of the ownership and control of the mass media.

First and third hand communication The mass media are forms of communication designed to reach a mass audience. The mass media are forms of communication designed to reach a mass audience. The mass media is delivered through a third party (they arrive second hand). This means that the MESSAGES delivered via the mass media go through a filtering process. The mass media is delivered through a third party (they arrive second hand). This means that the MESSAGES delivered via the mass media go through a filtering process. If we attended a political meeting and listened to someone speak then this would be first hand communication. If we attended a political meeting and listened to someone speak then this would be first hand communication.

Values We all have values. They are what we think and shape our opinions and behaviour. The people who work for newspapers including journalists, advertisers etc all have values too (and are subject to cultural identity). This means that what they choose to put in the newspaper will reflect their values. We all have values. They are what we think and shape our opinions and behaviour. The people who work for newspapers including journalists, advertisers etc all have values too (and are subject to cultural identity). This means that what they choose to put in the newspaper will reflect their values. Media owners will also have values and employees of the media will also have to consider these values when deciding what messages to include. Media owners will also have values and employees of the media will also have to consider these values when deciding what messages to include. What type of media is undermining the third party mediator? What type of media is undermining the third party mediator?

Activity 1 1) Define the mass media. 2) Explain why the content of the mass media cannot be entirely impartial.

Models of Ownership and Control of the Mass Media Traditional Marxist Model The media is owned and controlled by the dominant group in society (wealthy power elite) The media is owned and controlled by the dominant group in society (wealthy power elite) Media owners like Rupert Murdoch own so much of the media and can squeeze out smaller media outlets. Media owners like Rupert Murdoch own so much of the media and can squeeze out smaller media outlets. This means that the messages we receive via the media will all reflect the same values This means that the messages we receive via the media will all reflect the same values THE MAIN POINT OF THIS MODEL IS THAT IT ARGUES THAT THE MESSAGES WE RECEIVE ENCOURAGE US TO ACCEPT THE SOCIAL SYSTEM AND ITS INEQUALITY. THE MAIN POINT OF THIS MODEL IS THAT IT ARGUES THAT THE MESSAGES WE RECEIVE ENCOURAGE US TO ACCEPT THE SOCIAL SYSTEM AND ITS INEQUALITY. The media is so powerful that it can even control the government. The media is so powerful that it can even control the government.

Criticisms of the Marxist Model Is all the media owned by one person? Is all the media owned by one person? What about the internet? What about the internet? How does the Marxist model account for the supply and demand theory? How does the Marxist model account for the supply and demand theory?

Hegemonic Model The media are owned by a small number of people with enormous power. The media are owned by a small number of people with enormous power. The media is dominated by white, middle class, middle aged Southerners. These people have similar values so the messages we receive are not impartial. The media is dominated by white, middle class, middle aged Southerners. These people have similar values so the messages we receive are not impartial. The content of the media is likely to be biased in favour of the relatively small range of dominant ideas and values in the media industry. The content of the media is likely to be biased in favour of the relatively small range of dominant ideas and values in the media industry.

Criticisms of Hegemonic Model Are there any women newsreaders? Are there any women newsreaders? Can you think of any with accents? Can you think of any with accents? Are there any presenters, newsreaders etc from ethnic minorities? Are there any presenters, newsreaders etc from ethnic minorities? What about the supply and demand theory? What about the supply and demand theory?

The Pluralist Model The audience dictate the content of the media not the owners. The audience dictate the content of the media not the owners. The media have to make money so cater to the tastes of the people. Think circulation and viewing figures. The media have to make money so cater to the tastes of the people. Think circulation and viewing figures. If the public turn its back on a message then the message will disappear. If the public turn its back on a message then the message will disappear. NO DEMAND- NO SUPPLY NO DEMAND- NO SUPPLY

Criticisms of the Pluralist Model Do the audience really dictate the content of the media? Isn’t it more likely that we receive the MESSAGES via the media, conform to them, adopt them as our own? Do the audience really dictate the content of the media? Isn’t it more likely that we receive the MESSAGES via the media, conform to them, adopt them as our own?