liberal pluralism def

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Liberal Pluralism Liberal Pluralism Media Theory Media Theory

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Page 1: Liberal pluralism def

Liberal PluralismLiberal PluralismMedia TheoryMedia Theory

Page 2: Liberal pluralism def

RECAP:RECAP:Marxist view of mediaMarxist view of media

• • The media are a major tool in this constant The media are a major tool in this constant power contestpower contest

• • Media are more than just channels forMedia are more than just channels forcommunication, media are ideological agenciescommunication, media are ideological agencies– – they play a central role in maintaining class they play a central role in maintaining class

dominationdomination– – they reinforce the dominant social norms and they reinforce the dominant social norms and

valuesvalues

Page 3: Liberal pluralism def

MarxistMarxist perspectives on the media perspectives on the media centre on the belief that the mass centre on the belief that the mass media are a tool used by ruling bodies media are a tool used by ruling bodies to maintain control over the masses.to maintain control over the masses.

Pluralists Pluralists take a more flexible view take a more flexible view arguing that the media is merely arguing that the media is merely responding to the demands of the responding to the demands of the audience.audience.

Page 4: Liberal pluralism def

Liberal Pluralism:Liberal Pluralism:Let’s break it down...Let’s break it down... The dominant perspective associated The dominant perspective associated

with contemporary capitalism.with contemporary capitalism.

‘‘LiberalLiberal’ ’ – individual choice and freedom – individual choice and freedom are seen as a crucial human right.are seen as a crucial human right.

‘‘PluralistPluralist’ ’ – democratic societies allow a – democratic societies allow a range of political views and opinions and range of political views and opinions and a range of political parties between which a range of political parties between which the population choose in free elections.the population choose in free elections.

Page 5: Liberal pluralism def

Liberal Pluralism Liberal Pluralism Liberal pluralists DEFEND the role of Liberal pluralists DEFEND the role of

the mass media against the charges the mass media against the charges brought by Marxist critics.brought by Marxist critics.

They see the mass media as having a They see the mass media as having a generally positive and beneficial role in generally positive and beneficial role in contemporary society.contemporary society.

This does NOT mean that they believe This does NOT mean that they believe the media are beyond criticism.the media are beyond criticism.

On the contrary, they would expect the On the contrary, they would expect the media to be the subject of healthy media to be the subject of healthy debate and criticism.debate and criticism.

Page 6: Liberal pluralism def

The media as the The media as the fourth estatefourth estate The three estates of our society are The three estates of our society are

seen to be the government, the legal seen to be the government, the legal system and the church. system and the church.

Each has some form of power within Each has some form of power within our society.our society.

Pluralists argue that the media is seen Pluralists argue that the media is seen as the fourth estate in order to keep as the fourth estate in order to keep the public informed about what is the public informed about what is happening in the other three.happening in the other three.

Page 7: Liberal pluralism def

Government Legal System Media?Church

Page 8: Liberal pluralism def

The media fulfil this role by The media fulfil this role by reporting on political events and reporting on political events and producing documentaries on key producing documentaries on key events, amongst other methods.events, amongst other methods.

For example:For example:Question Time

Page 9: Liberal pluralism def

The mass media are often seen as fulfilling the The mass media are often seen as fulfilling the vitally important role of vitally important role of fourth estate, the fourth estate, the guardians of democracy and defenders of guardians of democracy and defenders of the public interest.the public interest.

Page 10: Liberal pluralism def

Liberal Pluralists Liberal Pluralists believe…believe… The media are completely free to The media are completely free to

express themselves in any way they express themselves in any way they see fit.see fit.

The media (especially the press) serve The media (especially the press) serve an important democratic function by an important democratic function by monitoring the activities of politicians monitoring the activities of politicians and powerful institutions.and powerful institutions.

Even the most powerful can be Even the most powerful can be scrutinised and brought down.scrutinised and brought down.

Page 12: Liberal pluralism def

Liberal Pluralists Liberal Pluralists believe…believe…

A democratic society needs an educated, well A democratic society needs an educated, well informed electorate – informed electorate –

the mass media can help ensure that people have a the mass media can help ensure that people have a good understanding of the issues when they vote.good understanding of the issues when they vote.

The logic of the market place controls quality and The logic of the market place controls quality and value in the mass media just as it does in any other value in the mass media just as it does in any other industry.industry.

If we’re not satisfied with a media product, we ‘vote If we’re not satisfied with a media product, we ‘vote with our wallets’ and spend our money elsewhere.with our wallets’ and spend our money elsewhere.

Media companies are constantly on the lookout for Media companies are constantly on the lookout for gaps in the market – gaps in the market –

as soon as a new area of demand is identified, a as soon as a new area of demand is identified, a new product will be launched to meet that demand.new product will be launched to meet that demand.

Page 13: Liberal pluralism def

Liberal Pluralists Liberal Pluralists believe…believe… The government has the power to The government has the power to

intervene to address any problems which intervene to address any problems which might arise in the free market.might arise in the free market.

They can prevent very powerful companies They can prevent very powerful companies from wiping out the opposition.from wiping out the opposition.

They also invest in public sector companies They also invest in public sector companies such as the BBC, therefore priorities can be such as the BBC, therefore priorities can be set and decisions made which are not set and decisions made which are not purely based on making profit.purely based on making profit.

Page 14: Liberal pluralism def

Your task:Your task: Research this a TV schedule from Research this a TV schedule from

recent weeksrecent weeks

Consider how a pluralist may Consider how a pluralist may interpret the range of programmes interpret the range of programmes on offer?on offer?

What evidence is there of the media What evidence is there of the media acting as the fourth estate?acting as the fourth estate?