Diversity and Society and Diversity in the Meda

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Diversity and Society and Diversity in the Meda

The media is an integral part of modern day society, our lives can be

shaped by it, and our views can be a product of the media's influence.

Society is greatly diverse in terms of views, class and ethnicity,

this diversity is reflected in the media.

Pluralism is a sociological theory that acknowledges media diversity.

Pluralists believe that the media offers a wide range of views to

cater for various groups in society, and it is true to say that there

is a great deal of evidence for this. Different newspapers reflect

different political opinions, for example The Daily Mail reflects

right wing conservative views whereas The Guardian is seen as

reflecting more left wing liberal views. The media relfects diversity

in other ways, for example offering services to different ethnic

groups like The BBC Asian Network for the asian community, and

offering coverage of variation of sports. The media relies on its

customers, they have to give them what they want or they simply wont

buy their product or service.

Marxists have a very different outlook on the media to Pluralists.

They believe that the media is used as a method of ideological control

and that it is used to transmit capitalist ideas to us. It has come to

the point where we ourselves do not know any different, brainwashing

by the media has led to us to not know any different. They also see

the media as a creator of false class consciousness, distracting us

form important issues in life so that we don't realise our

exploitation at the hands of capitalism. In Marx's Dominant Ideology

Thesis he writes that the dominant class use the...

... middle of paper ...

... it is not just the main owner that has

influence. There have also been examples of newspaper editors not

doing what they have been asked to do by owners of their papers. It is

true that sometimes the media will convey a particular view but there

is such variety, with in media like newspapers that people have a

choice in what view to agree with. Marxism also fails to recognise

that people can make up their own minds about issues. The general

populous are not so naive that they cannot make up their own minds.

The weight of evidence shows that the media makes a great effort to

cater for a range of views and opinions and rather than trying to

control the population it simply supplys a demand. Any bias shown by

the media over certain issues is the result of how successfully

information is obtained by workers or management.

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