Ownership, control and media globalisation

Overview

Concentration of ownership, the instrumentalist, pluralist and hegemonic approaches, integration, and cultural imperialism.

What you need to know

Answer each one before you reveal it.

Questions from this subtopic

Each one with the model answer underneath.

1. 1

   What is the concentration of media ownership?

   Model answer

   The process whereby fewer corporations control an increasing share of media output across multiple platforms.

2. 2

   What does the instrumentalist or manipulative approach argue about media ownership?

   Model answer

   That media owners directly control content to promote their economic and political interests.

3. 3

   What does the pluralist approach argue about media ownership and content?

   Model answer

   That market competition and audience choice prevent any single owner from dominating media content, and that professional journalists maintain editorial independence.

4. 4

   Why do pluralists believe concentrated ownership does not necessarily lead to biased content?

   Model answer

   Because market competition, audience choice, and the editorial independence of professional journalists act as safeguards.

5. 5

   What does the hegemonic approach argue about how media supports ruling class interests?

   Model answer

   That media professionals internalise dominant ideological values through socialisation, producing content that supports ruling class interests without direct owner intervention.

6. 6

   How does the hegemonic approach differ from the instrumentalist approach regarding owner control?

   Model answer

   The hegemonic approach argues that supportive content emerges through professional socialisation rather than direct owner intervention.

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