Liberal Pluralism Media Theory

Liberal Pluarlism The dominant perspective associated with contemporary capitalism. The dominant perspective associated with contemporary capitalism. ‘Liberal’ – individual choice and freedom are seen as a crucial human right. ‘Liberal’ – individual choice and freedom are seen as a crucial human right. ‘Pluralist’ – democratic societies allow a range of political views and opinions and a range of political parties between which the population choose in free elections. ‘Pluralist’ – democratic societies allow a range of political views and opinions and a range of political parties between which the population choose in free elections.

Liberal Pluralism Liberal pluralists DEFEND the role of the mass media against the charges brought by Marxist critics. Liberal pluralists DEFEND the role of the mass media against the charges brought by Marxist critics. They see the mass media as having a generally positive and beneficial role in contemporary society. They see the mass media as having a generally positive and beneficial role in contemporary society. This does NOT mean that they believe the media are beyond criticism. This does NOT mean that they believe the media are beyond criticism. On the contrary, they would expect the media to be the subject of healthy debate and criticism. On the contrary, they would expect the media to be the subject of healthy debate and criticism.

Liberal Pluralists believe… The media are completely free to express themselves in any way they see fit. The media are completely free to express themselves in any way they see fit. The media (especially the press) serve an important democratic function by monitoring the activities of politicians and powerful institutions. The media (especially the press) serve an important democratic function by monitoring the activities of politicians and powerful institutions. Even the most powerful can be scrutinised and brought down. Even the most powerful can be scrutinised and brought down.

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Liberal Pluralists believe… A democratic society needs an educated, well informed electorate – A democratic society needs an educated, well informed electorate – the mass media can help ensure that people have a good understanding of the issues when they vote. the mass media can help ensure that people have a good understanding of the issues when they vote. The logic of the market place controls quality and value in the mass media just as it does in any other industry. The logic of the market place controls quality and value in the mass media just as it does in any other industry. If we’re not satisfied with a media product, we ‘vote with our wallets’ and spend our money elsewhere. If we’re not satisfied with a media product, we ‘vote with our wallets’ and spend our money elsewhere. Media companies are constantly on the lookout for gaps in the market – Media companies are constantly on the lookout for gaps in the market – as soon as a new area of demand is identified, a new product will be launched to meet that demand. as soon as a new area of demand is identified, a new product will be launched to meet that demand.

Liberal Pluralists believe… The government has the power to intervene to address any problems which might arise in the free market. The government has the power to intervene to address any problems which might arise in the free market. They can prevent very powerful companies from wiping out the opposition. They can prevent very powerful companies from wiping out the opposition. They also invest in public sector companies such as the BBC, therefore priorities can be set and decisions made which are not purely based on making profit. They also invest in public sector companies such as the BBC, therefore priorities can be set and decisions made which are not purely based on making profit.

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