Pluralism

Define pluralism

Claim the media reflects the needs of the customers/ viewers. Claim consumers control media content rather than media owners.

What do pluralists think of the media?

Argue the media represents social groups in the way we view them and only shows us what we want to see or expect to see. Media content is driven by audiences as media corporations aim to present what audiences want to see. Media representations are unproblematic as they reflect society and what people want to see. The audience have a choice over which aspects of the media they choose to access. Also state self-regulation that occurs within media companies is enough to ensure integrity e.g. The News of the World.

Whale

States what we see in the press/news is determined by its audience and so if social groups were presented unfairly, audiences wouldn't continue to consume that media. This supports the pluralist view that the media presents social groups fairly as it reflects changes in society. Pluralists argue audiences recognise stereotypes and can see when they're being manipulated suggesting this isn't an issue created by the media.

Fourth estate of democracy

The media has been labelled as this as it's felt that access to information is an essential part of democracy that allows people to make informed choices. E.g. news channels, tabloid presses, broad sheets, social media, political broadcasts and party political broadcasts all provide us with information that allows informed decision making.

Williams

Argues that journalists are vital in a democratic society as they provide the general public with the information required to participate in political and cultural life. So media does have a significant role in presenting groups fairly and a free press is vital for democracy to work effectively as censorships can lead to a biased, u critical view of politicians and policies.