COMMUNICATIONS AND MEDIA

Issues in Researching and Developing Media Projects

Abstract

This paper talks about the two famous theories of the political economy namely Marxism and Pluralism and how they talk about media ownership and control. It is important to understand the view point of these theorists as they help us build an understanding of how the current media scenario is drive. Then it views the newspaper, “The Sun” in view of these two theories and their implications. The paper further goes on to talk about the culture industry as presented by Horkheimer and Adorno in their book “Dialect of Enlightenment”. The view point helps us understand the meaning of cultural dominance which is also discussed in light of the movie “V for Vendetta”. In the last part of the essay, an example is taken from a news item published in the Guardian and talks about the protest against ACTA (Anti- Counterfeiting Trade Agreement). The example is necessary as it shows the media presenting a news item that shows the view of the public and is consistent with the Pluralism point of view, discussed earlier, that the media has the professional responsibility of reporting what the public wants.Issues in Researching and Developing Media Projects

Introduction

There are different and contradictory opinions on the role of the impact of the content of the mass media on society. Information is considered a powerful tool just like money and influence (Shmykova, 2006). Mass media organizations that have dominance over the information sent to the masses are now viewed as a strong force in the development of public views. Being labeled as the “fourth power” in the society, mass media companies have drawn attention from many researchers. Many studies have centered on the role of mass media and the effects of its ownership, and how it shapes the opinion of the public regarding different issues. The ownership of British newspaper has always been centered in the hands of few powerful groups (Curran, 2009). The two dominant schools of thoughts are the pluralist and the Marxist.

Theories of Political Economy

Pluralism

According to the Pluralism school of thought, society comprises of complicated groups and interests, and everyone interacts with each other. The existence of the group is significant to the running of an ideal and democratic society. The government in this scenario is considered as a caring and neutral body that makes an allowance for the citizens to equal resource and opinion. The mass media have no influence of the government control and the viewers of the media have the freedom to choose the version of reality that they want to believe. The media's target market gives feedback through accepting, adjusting or not accepting a view from a particular medium of media. Therefore the different categories of the media deal will different segments of society. As the media is seen as giving a reflection of the society, it does not have a very important role in modifying it.

Marxism

The Marxian view in general, is of the opinion that media influences depends on ...