Pluralism and the Media

Perspectives on Media: Pluralist

IGCSE Sociology

Lesson Objectives:

IGCSE Sociology

• Understand Pluralist perspective on the nature and role of the media.

• Define the following:

  • Pluralist perspective

  • Socialisation

  • Norm-setting​

  • Dominant values​

​Activity

• Everyone should stand the back of the room.

• There will be a series of statements to which you will decide whether you agree or disagree. ​

The media are unlikely to have much effect in changing society.

Statement 1

Agree or Disagree

Statement 1

• Look for a partner and share your thoughts why you both of you share the same idea. (agree or disagree).

The media are unlikely to have much effect in changing society.

Statement 2

Agree or Disagree

The people control the media

Statement 2

• Look for a partner and share your thoughts why you both of you share the same idea. (agree or disagree).

The people control the media

Individuals cannot control the media and its content.

Statement 1

Agree or Disagree

Statement 1

• Look for a partner and share your thoughts why you both of you share the same idea. (agree or disagree).

Individuals cannot control the media and its content.

​Perspectives:

​

a particular attitude toward or way of regarding something; a point of view.

​

Example:

*Historical perspective

*Political perspective​

Media Perspectives

There are two contrasting approaches to the media:

​

Pluralism - also called the liberal or market view and takes every positive view of the roles to the media.

​

Marxism - the media conveys the dominant ideology by keeping the population ingnorant and in state of false consciousness.​

False Consciousness: people's inability to recognize inequailty, oppression, and exploitation.

Pluralism

They believe that the media plays an important role in society as it serves as an agent of secondary socialisation to establish the norms of the society.

Secondary socialisation: refers to the social learning that children undergo when they enter other social institutions like schools.

​main argument: the media only responds to the audience, the people shapes the media.

Audience's Power

• They have the choice to select which media to use and support.​

Even large media conglomerates like Disney has to produce what people want because that is what will bring them profit.

Development of new media increased choices available to audiences. People are now more involved in the production of the media content. (YouTube)

Choice

Media companies trying to outdo each other and produce what people want and a company that fails to do it will not make profits and may be driven out of business.​

Competition

Two Ideas used by Pluralists

Pluralist Criticisms

• Once a media company drives out its competitors, there will be reduced competition and surviving company will not need to care about people's want.

• There is bias in the media. Stations and newspapers support a certain political belief or stand.​

Pluralist Think

• It is good to have a range of media from which audiences can choose.

• They favor private ownership and do not believe this leads to a restriction on points of view expressed in the media.​

Open Ended

Share your thoughts:

Do you agree with the Pluralist Perspective? Why or Why not?

Finalize/Submit your Research Method 1 Draft

Media Research