PluralisM...
What is Pluralism ?Pluralists argue for a classless society and media organisations which are responsive to and audience and economically determined. They view society as a system of competing groups and interest. Audiences are perceived as capable of manipulating the media and having access to what Halloran calls ‘the plural values of society’, enabling them to ‘conform, accommodate or reject.’
- Opposite of Marxism and rejects concept of mass culture
- Audiences are more demanding and ore selective consumers
- Class distinctions are less important
- High culture (ballet...etc) now reaches wide audiences
- Audiences have freedom to decide what texts they wish to consume
- There is no one hegemonic message to be conveyed
- Media act as the ‘fourth estate’ – they keep a close eye on the abuses of power by politicians, large multinational corporations and others. They also keep the public informed about what is happening in each of the other three estates:
Government
Legal system
Church
The audience is vital to the media because if the audience do not like a media text they will not watch it or but it. The audience are seen as ‘active’ and therefore are not controlled by the ruling class and their hegemonic views.
Why I am a pluralist?
I am a pluralist as I am media-literate and therefore able to distinguish between hegemonic messages, to a certain degree. I consume media texts which best interest me, however, over the years I could have already been manipulated into thinking that this is actually what I want; so could the ruling class already have me under their thumb?
posted by Dinni @ 9:42 pm
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