Instrumentalist, Pluralist and Hegemonic approach

Instrumentalist/ manipulative: What approach is the instrumentalist/ manipulative approach?

Marxist approach

Key info for the instrumentalist/ manipulative approach

• The owners (media moguls) protect their profits and spread the dominant ideology

• journalists will consequently self-censor their work and produce biased, one-sided reports which attack or ridicule groups which threaten the dominant class and status quo

• assumes the media audience is passive

Key thinkers!

Curran and Seaton (2010)

• Found evidence which suggested media owners did interfere and manipulate newspaper content, at the expense of journalists

• This is to protect their own interests and supported or withheld criticisms of governments which defended those interests

Example of instrumentalist/manipulative approach

In February 2003, Rupert Murdoch advocated for the Iraq War, coinciding with full support from his 175 global newspapers. He later acknowledged being 'hands-on' economically and editorially before the House of Lords in 2007.

Second part of the Example

• The Times and the Sunday Times former Times editor Harold Evans (2011,2012) suggested Murdoch continued to undermine editorial independence and pressed editorial staff to adapt his right wing, conservative views

Criticisms of the Instrumentalist/ Manipulative approach

1. Pluralists would argue that there’s a wide range of opinion in the media and the medias owners want to be able to keep audiences, and provide what they want, not the owners

2. The state regulate media ownership so there cant be simply one-sided reports

3. People do their own research, they’re not passive, and they don’t blindly watch and accept, not always so gullible

The Hegemonic approach: What type of approach is the hegemonic approach?

Neo- Marxist

Key info for the hegemonic approach

• Associated with the Glasgow Media Group

• Suggests the mass media spread a dominant ideology justifying or legitimizing the power of the ruling class

• Recognises the power of owners but suggests that the control of the media is left in the hands

(2) Key info for Hegemonic approach

• Emphasises concept of hegemony- refers to the idea that through the spreading of the dominant ruling class ideology, other social classes are persuaded to accept their values and beliefs

(3) Key info for Hegemonic approach

• Media managers and journalists have some professional independence: they still generally support the dominant ideology but by choice- not because they are manipulated or ordered by owners to do so

(1) Example of Hegemonic approach

• The GMG points out that most journalists tend to be white middle class male and their socialisation means they share a similar view of the world to that of the dominant class

(2) Example of Hegemonic approach

• Some items aren’t discussed in the media on purpose, and audiences are encouraged to think about some other events— such as the appalling damage caused by the rioters in British cities in 2011, rather than why people were rioting in the first place

• Gatekeeping and agenda setting!!

(3) Examples of hegemonic approach PLUS Key thinker

• Philo (2012)

• He found the media focused attention predominantly on the views and solutions offered by three main political parties, and the bankers themselves→ Media coverage of the global banking crisis of 2008 onwards

(3) Key info on Hegemonic approach

• Journalists new values means that sometimes they don’t always trot out the dominant ideology but sometimes develop critical, anti-establishment views, e.g. campaigns against the government corruption which strike a chord with their audience

• Audiences unconsciously persuaded by them!

Criticisms to the Hegemonic approach

1. Underrates the power and influence of owners e.g. former Sun editor David Yelland said that all Murdochs editors ‘go on a journey where they end up agreeing with everything Murdoch says.. its like a mantra in their head’

2. Agenda setting and gatekeeping mean audiences have little real choice of media content, and suggests direct manipulation of audiences (instrumental approach)

The Pluralist approach: What approach is it?

• Similar to a postmodernist standpoint

• Pluralism

(1) Key info for Pluralist approach

• Exercise of power in society reflecting a broad range of social interest, with power spread among a variety of competing interests groups, no single one having a monopoly of power

• Audience can pick ‘n’ mix approach to whatever interpretation suits them, thanks to the wide range of media

(2) Key info for Pluralist approach

• Media content isn’t driven by a dominant ideology or political interests of the owners, but by the fight for profits through high circulation and audience figures

• There is a wide range of competing newspapers, magazines, tv channels and websites reflecting a huge range of audience and interests and ideas, including those who challenge the dominant ideology

(1) Examples of the Pluralist approach

• Only control over media is consumer choice, this competition for audience prevents any one owner pr company from dominating media

• The media regulators like Ofcom also act to prevent this happening

(3) Key info for Pluralist approach

• argue that media are generally free of any government or direct owner control and can present whatever pov they want

• Same with journalists who aren’t pawns of their employees and will use news values that reflect the interests which are most relevant to the audience, satisfying and maintaining them

(2) Examples of the Pluralist approach

• Any ordinary person can publish their thoughts, and communicate with many people, not just media corporations and moguls

• Twitter, Blogger, you can attack those in power and report events

• Youtube, Facebook

Criticisms of the Pluralist approach

1. Owners, top managers and editors share the similar outlook on the world

2. Media owners appoint and sack uncooperative editors

3. While managers, journalists and tv producers have some independence they have work constraints placed on them by owners

4. Not all groups in society have equal influence to get their views across

5. Only very rich will have the resources required to launch major media companies to get their views across independently