1.‘The new media is controlled by the rich and powerful.

’ Evaluate this
view.

The view that new media is controlled by the rich and powerful holds substantial merit. Firstly,
ownership of much of the new media is concentrated in the hands of a few dominant companies, with a
few billionaire owners exercising considerable control. Owners set the rules on how the new media can
be used and ways it can be accessed. Powerful individuals are able to use the new media to extend their
influence and generate further wealth; the opportunity for other people to use the new media to the
same effect is much more limited. This concentration allows them to shape narratives, influence public
opinion, and prioritize content that aligns with their interests.

Moreover, the economic dynamics of new media, such as advertising revenue and sponsorships,
contribute to this control. Media organizations reliant on funding from powerful entities may be
inclined to tailor their content to please these financial backers, potentially compromising journalistic
independence. Digital pessimists argue that the idea that the new media has helped to democratise
society is exaggerated. For example, they claim that political protests organised through the new media
have had relatively little success in achieving the aims of the activists. Authoritarian governments in
particular have been ruthless in cracking down on internet use whenever opponents have any success in
using the new media to advance their cause. Authoritarian governments increasingly seek to limit the
liberating potential of the new media by deploying censorship, masked political control, and technology
capture. Outside the wealthy, established democracies, large numbers of people still lack access to
digital technologies. They are therefore reliant on traditional media sources

Additionally, the influence of tech giants in the digital landscape cannot be overlooked. Companies
like Facebook, Google, and Twitter, with immense economic power, act as gatekeepers by controlling
algorithms and content moderation policies. This control not only impacts the visibility of
information but also raises concerns about the manipulation of user experiences and the potential
for censorship. Technology providers are under increasing pressure to exercise closer control over how
their technology is used and by whom. For example, Facebook has recently banned a number of account
users who were seen by the company to be posting socially undesirable content. While some will see
this as responsible monitoring of media usage, others will view it as a potentially troubling development
that places restrictions on how individuals use the new media and who is judged suitable to post
messages and organise protests.

The rich and powerful also extend their control through lobbying and political influence. Regulatory
decisions, legislation, and government policies can be swayed to favor the interests of influential
media figures or corporations, consolidating their control over the media landscape.

While the rise of citizen journalism and social media has diversified information sources, even these
platforms are not immune to the influence of powerful actors. Manipulation of information,
dissemination of disinformation, and algorithmic biases can still be leveraged to serve the interests
of the rich and powerful.

While it is true that concerns about the concentration of media ownership and control by the
rich and powerful exist, there are also counterarguments that challenge this view. Here are some
points against the notion that new media is solely controlled by the wealthy elite. The digital
age has brought about a proliferation of online platforms and outlets. Unlike traditional
media, where a few conglomerates dominated, the internet has allowed for a wide range
of voices and perspectives to find a platform. Blogging platforms, social media,
podcasts, and independent news websites provide avenues for individuals and smaller
organizations to share their views without the need for massive financial backing.

 Digital optimists argue that activists have used the internet and social media to challenge power
elites in a number of ways, including harnessing mass support for political campaigns, raising
awareness of government malpractice and maladministration, and coordinating protests and
activism. The new media allow political activists to carry out the same activities as in the past,
but more quickly, on a larger scale, and at lower cost. The new media allow people to organise
themselves without formalised bureaucracies and central leaders; protest groups emerge in a
more spontaneous fashion and can quickly generate sufficient support to catch political
opponents off-guard, as in the case of the Arab-Spring antigovernment movements which
spread across the Middle East and North Africa between 2010 and 2012. The internet allows
information to spread quickly and globally, reducing the ability of a small group
of elites to control the narrative entirely. Decentralized technologies like
blockchain are also being explored for creating alternative, less centralized forms
of media distribution. Platforms that rely on user contributions and citizen
journalism have emerged. These platforms often provide alternative perspectives
and highlight issues that may be overlooked by mainstream media.

 The new media can be used to monitor the illegal or immoral activities of big businesses and
governments. Hacktivist networks can infiltrate corporate and government websites,
potentially gaining access to information that would expose wrongdoing and injustice. The
digital revolution has enabled citizen journalism with civilians having access to the technology
to send instant messages and pictures around the globe (including to international media
outlets) in order to report on events affecting citizen protests and government attempts to
repress opposition. • Large corporations that own much of the new media have increasingly
been challenged by governments who wish to see greater accountability in how these owners
exercise their powers. • Governments may also have considerable scope to influence the new
media in other ways; for example, through operating their own websites and, in the case of
authoritarian regimes, by restricting access to the internet. Non-profit news organizations
and independent media outlets contribute to a more diverse media landscape.
The digital era therefore has seen the rise of independent journalism and
investigative reporting. Crowdfunding and subscription-based models enable
journalists to work outside of mainstream media structures.
 Non-profit news organizations and independent media outlets contribute to a
more diverse media landscape. Even Some countries have implemented
regulations to ensure media plurality and prevent excessive concentration of
media ownership. These measures aim to promote a diverse and competitive
media landscape.
In conclusion, the evaluation of new media’s control by the rich
and powerful reveals significant concerns. From ownership
structures to economic influences and regulatory capture,
various mechanisms allow the affluent to shape narratives and
control the flow of information. While new media offers
unprecedented access to information, the challenge lies in
ensuring that this power is distributed more equitably, fostering
a diverse and inclusive public discourse.