(hegemony vs pluralism)

1. The Media Effects
Debate
(Hegemony vs. Pluralism)
Audience Theory

2. The Media Effects
O The media can directly effect members of the
public negatively; which is why it is important
that certain video games and films ahem age
restrictions. In order to protect the audience
from harm there are many ways to prevent
them from accessing these offensive
materials, such as classification. Classification
aims to protect the audience from materials
that may not be suitable for their age; equally
censorships ensure that the audience are only
able to see what is suitable for them by
removing any potentially offensive aspects of
the product.

3. Media Ownership
O The media can also effect people in other
ways by negatively influencing them to
believing certain policies that may harm them.
For example, if people like Rupert Murdoch
had control over all media institutions then he
would be able to use his power to express
negative opinions and manipulate the
audience into believing biased news reports.
Therefore the audience needs protecting
against false and unreliable information which
is why there is a regulation on media
ownership and commercial practices.

4. Hegemony
O Hegemony with regards to the media is when one particular
social group has the dominant role and therefore has more
power and control over the media. This ruling class are able
to influence other groups within society and manipulate them
into believing and sharing the same views as them. The
media plays a big role in this as most media industries are
dominated by the ruling class as they have a better
economic stability and can therefore invest in powerful
companies so they can reach a widespread/mainstream
audience.
O Therefore the ruling class can influence the audience
negatively and impact their views within society, which is
why it is important for regulations of media ownership and
commercial practices as it ensures that there is more
diversity in the media and and monitors what we are
exposed to.

5. Pluralism Response
O Whereas pluralism focuses on the belief that
society consists of a diverse range of social
groups and political beliefs. Therefore they
are open to a wider range of influences in the
media whereas hegemony only follows the
ruling class. Pluralists argue that diversity
within society is reflected in the media and
therefore allows all beliefs to be valued in
society. This theory has a positive effect on
society as it expresses a majority of peoples
views and therefore suits the needs of the
majority.