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AQA A Level Sociology Media Full Notes Paper 2
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Completed, in-depth notes for complete Media topic in sociology paper 2. Achieved an A* in my Summer 2023 exam.
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Ownership and control of Media Who owns the media?
Concentration of ownership – Bagdikian (2004) notes that in 1983, 50 corporations
controlled the vast majority of all news media in the USA, but by 2004 media
ownership was concentrated in seven corporations. However in 2014 media
ownership was held by just 6 corporations: Disney, Comcast, 21st Century Fox/
News Corporation, Time Warner, Viacom and CBS.
The British newspaper industry – Curran argues that there has been little change in
ownership in British newspaper industry since the early 20 th century:
- New Corp is owned by Rupert Murdoch. It produces The Times, The Sun, The
Sun on Sunday, The Sunday Times.
- DMG is owned by Lord Rothermere. It owns the Daily Mail, Mail on Sunday,
Metro and 54 regional papers.
- Alexander Lebedev owns the London Evening Standard, The Independent,
Independent on Sunday, and I newspaper.
- Daily Telegraph and Sunday Telegraph owned by Barclay brothers.
- Nortern and Shell is owned by Richard Desmond. It produces Daily Express,
Sunday Express, Daily Star, OK! Magazine.
The British broadcasting media – ITV owns 12 commercial television Franchises.
Channel 5 is owned by Richard Desmond. Access to TV is generally controlled by
Sky, BT Broadband and Virgin Media.
Horizontal integration – Bigger media companies often own a range of different types
of outlets. For example, News Corp owns newspapers in Britain and Australia, owns
HarperCollins publishing, USA’s New York post, Fox TV, 20 th century Fox film
studios, Sky and Star TV.
Vertical integration – The increasing trend of media multinationals to control all levels
of media production. For example, News Corp owns television and film studies as
well as satellite television channels.
Conglomeration and diversification – Media companies diversify into new business
areas to spread economic risk. For example, The Virgin group owned by Richard
Branson has media interests in music, publishing, film production and cinemas.
Global conglomeration – Media companies invest in media companies outside their
country/origin. For example, News Corp owns hundreds of different types of media
companies across Asia, Europe and North America.
Global ownership – Globalisation has opened up new markets internationally,
particularly in new media. Concentration of media ownership has therefore become
global and a small number of media companies have transformed themselves into
transnational conglomerates that dominate media ownership of a diversity of media
across dozens of countries.
, Synergy – Media transnationals use their diversity to package the same product in
several different ways, increasing profit. For example, a film will often be
accompanied by a soundtrack album, a computer game, and toys.
Technical convergence – Putting several technologies into one media delivery
system. For example, using a smartphone to access music, film, and games.
Sociological theories of ownership and control
Pluralist – argue that power in democratic societies is spread out among diverse
competing interest groups, not concentrated in the hands of a minority economic
elite. No one group has a monopoly on power. Their view of the media reflects their
view of power in society.
- Media content driven by profit. In democratic economies different media
companies must compete for customers. Provide media customers want, to
make profit and survive.
- Consumers determine content. Audiences are active and free to select/reject
media content. Increasingly take advantage of new technologies and new
media to produce their own content.
- Journalists not controlled by owners. Media owners of global corporations
cannot determine content of all media products. So producers, editors,
journalists have considerable freedom to shape media content.
Evaluation:
- Owners have the power to select high level editors which may influence the
media agenda.
- Ownership remains very concentrated – little journalism is both independent
and widely consumed.
- Owners, editors and most journalists share an upper/middle class background
and conservative worldview.
- Pressure to maintain profits has led to narrowing of media content – move
towards uncritical, sensationalist entertainment and less likely to be critical
and independent.
Traditional Marxist – Media owners control media content. Media performs an
ideological function. Its primary role is to keep a largely passive audience from
criticising capitalism and thus maintains the status quo.
- Ralph Milliband. Media is run by elites who aim to protect the R/C to preserve
capitalism and private property. R/C are connected by similar social and
educational backgrounds. Therefore, they transmit conservative and
conformist ideas in the interest of making sure things stay the same.
- Tunstall and Palmer. The government are no longer interested in controlling
the activities of media conglomerates because the class interests of media
owners and the political elite often overlap.
Evaluation:
- Ignores the underrepresentation of women in the media.
- Ignores the influence the media has on global and national events.
- Ignores positive campaigns that address inequality e.g. Rashford.
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