Ownership and control

Marxist view of the mass media

The ownership of the mass media is concentrated in the hands of a few large companies, that have the ability to control what people have access to.

It has been argued that the media have an ideological role to spread the dominant hegemonic ideology of the ruling class, which encourages individuals to accept the inequality of society, according to Marxists.

What do pluralists argue mass media is driven by?

Pluralists argue media content is not driven by a dominant ideology, but instead is driven by consumer interest.

Control of the media and its content - What is the manipulative/instrumental approach?

Owners directly control and manipulate the content and audiences, to protect their profits and spread the dominant ideology.

Media editors and managers have little choice but to run the media within the boundaries set by the owner. This approach sees audiences as passive - a mass of easily manipulated, unthinking and uncritical robots.

Evans argues what about Murdoch?

Evans argues that media moguls such as Murdoch undermine editorial independence and press editorial staff to adopt the same right-wing, conservative views as the moguls.

The Hegemonic approach

Though media owners have powerful influence, they rarely have day-to-day control of the media content, which is left in the hands of editors and journalists.

Staff have some independence, but still support the dominant ideology by choice, not because they are manipulated into doing so. 

Journalist news values sometimes go against the dominant ideology, but this is to attract audiences and make a profit.

What do the GMG state

Most journalists tend to be white, middle-class and male, therefore share the same views as the dominant class.​Media managers and journalists do not want to upset owners, but also need to attract audiences and advertisers.

The pluralist approach - tree points

Media content is not driven by a dominant ideology or the political interests of owners, but instead the fight for profit through high circulation and audience figures. There is a wide range of competing media platforms and products that reflect a wide range of audience interests and choices. 

The media is generally free of government intervention and ownership, and can present whatever viewpoint they want. 

Audiences are free to ‘pick and mix’ whatever interpretation suits them, they have the freedom to accept, reject or re-interpret media content in accordance with taste and beliefs.