DIFFERENT PERSPECTIVES ON THE RELATIONSHIP BETWEEN

OWNERSHIP AND CONTROL OF THE MEDIA

Examines 2 opposing views on the significance of trends in media
organization and control:

 Marxist
 Pluralist

MARXISM
Traditional Marxist, capitalist society involves distinction between 2 classes:
1. Proletariat (subject class)
2. Bourgeoisie (ruling classs)

Ruling class owns and control ideological institutions gives them power to
decisively shape how people view the social world. (ruling class created the
norms that we are currently living in)
In contemporary society, media is important and influential ideological
institution.Whoever owns the media exercises a great deal of power.
This reflect the determinist approach: media is seen as powerful agency that
can shape and fully decide people’s general thoughts and behaviors.

Media is a part of the political and ideological superstructure in capitalist

society .
The role of media is to propagate ( spread and promote ) values that support
the status quo, shaping how people see the world through range of
legitimating ideas:
1. Support for capitalism
2. Rationalizing and justifying social inequalities
3. The private ownership of profits …..
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