1. Liberal Pluralism

2. Liberal Pluralism
Liberal pluralism is the dominant perspective linked to capitalism.
Therefore the UK, along with most of Europe and the Western World, would describe itself as liberal pluralist.
In this perspective, individual choice and freedom are seen as a crucial human right (liberal) ...
... and democratic societies allow a range of political views and opinions and a range of political parties between which the population chooses in free elections (pluralism).
Democracy Index as published in January, The lighter the country, the more democratic it is.

3. Liberal Pluralism – splitting down the meaning
Liberalism
...is the belief in the importance of liberty and equal rights.
Liberals hold a wide array of views depending on their understanding of these principles, but generally, liberals support ideas such as constitutionalism, liberal democracy, free and fair elections, human rights, capitalism and freedom of religion.

4. Liberal Pluralism – splitting down the meaning
... is the acknowledgment of diversity.
The concept is used, often in different ways, in a wide range of issues. In politics, pluralism is often considered by supporters of modern democracy to be in the interests of its citizens, and so political pluralism is one of its most important features.
In democratic politics, pluralism is a guiding principle which permits the peaceful coexistence of different interests, convictions and lifestyles. Unlike totalitarianism (e.g. Marxism), pluralism acknowledges the diversity of interests and considers it imperative that members of society accommodate their differences.

5. Conflicting perspectives on the role and function of the media

6. The media in a capitalist society: the Marxist view
Marxists view capitalist society as being one of class domination.
In this the media are seen as part of an ideological arena in which various class views are fought out.
Ultimate control is increasingly concentrated in ‘monopoly capital’.
Media professionals, whilst appearing to be self governing, are socialized into and internalize the beliefs, standards and models (norms) of the dominant culture.
The media, taken as a whole, relay frameworks which support the interests of the dominant classes...
... and media audiences, while sometimes questioning and contesting these frameworks, lack ready access to alternative meaning systems that would enable them to challenge and possibly reject the cultural definitions offered by the media.

7. The media in a capitalist society: the Pluralist view
Pluralists see society as a complex of competing groups and interests, none of them predominant all of the time.
Media organizations are seen as organizational systems, enjoying an important degree of autonomy from the state, political parties and institutionalized pressure groups.
Control of the media is said to be in the hands of an autonomous managerial elite who allow a considerable degree of flexibility to media professionals.

8. The media in a capitalist society: the Pluralist view (continued)
A basic symmetry is seen to exist between media institutions and their audiences ...
... the relationship is generally entered into voluntarily and on apparently equal terms...
... and audiences are seen as capable of manipulating the media in an infinite variety of ways according to their prior needs and dispositions, and as having access to 'the plural values of society' enabling them to 'conform, accommodate, challenge or reject'. (Gurevitch et al. 1982)

9. Liberal pluralism: Defence against the critics
Liberal pluralists would defend the role of the mass media against Marxist critics in the following ways:
The mass media are free to operate and to express themselves with very few checks and balances.
The free media performs an important and essential function in monitoring the activities of politicians and powerful institutions. Therefore corruption cannot thrive (e.g. the role of The Washington Post in uncovering The Watergate Scandal in the mid 1970s; the role of The Daily Telegraph in exposing the scandal of MPs’ expenses in 2010).
The mass media ensures that the population is well educated and has a good understanding of issues when they vote.

10. Liberal pluralism: Defence against the critics
The logic of the market place controls quality and value in the mass media just as it does in any other industry. If we are not happy we ‘vote with our wallets’.
The state has the power to intervene in the media in two ways:
i) it can prevent powerful companies from wiping out the opposition (e.g. Competition Commission).
ii) it can invest in public sector corporations like the BBC whose priorities and decision making are not guided purely by the need to generate profits.

11. Liberal Pluralism: Media assumptions
The Media provide the information necessary for citizens to act
The Media are independent of the power of economics and government
The Media operate to furnish information rather than to re-construct society to a political agenda.
The Media help to give voice to all views and to provide a forum for public debate
The Media serve as an independent institution keeping watch over self-
serving government and excessive influence of special interest groups

12. Marxism v. Liberal Pluralism and the Media
Marxist theorists tend to emphasize the role of the mass media in the reproduction of the status quo. Liberal pluralists emphasize the role of the media in promoting freedom of speech.