LIMITATIONS OF THE PRESS THEORY:Concentration and monopoly, Commercialism

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Theories of Communication MCM 511

LESSON 08

LIMITATIONS OF THE PRESS THEORY

Although the ideas discussed about the role of the media in society are still relevant, the attempt to

formulate consistent theories of the press is bound to breakdown:

1. Due to underlying interest and political ideology which are present in any society

2. Due to outdated notion of the press as providing mainly only political news and information. As for

instance realistically speaking there is cinema and music industry video market or good deal of sport,

fiction and entertainment on television which is much more than the political information and news.

It is unsatisfactory to leave it outside the scope of social-normative thinking

These theories were also formulated in very general terms and did not describe or underlie any actual

media system.

The framework of theory was formulated largely from a north American perspective at one point in

history taking little note of the distinctive features of public service broadcasting in other countries.

Media change: new normative theory needed for new times.

Apart from the relative decline of print media and rise of electronic media, other changes are under way

in the media .The media are proliferating in their technical and institutional forms as much as in the

volume of content produced and disseminated. This abundance of media is making it difficult to judge

what counts as an indispensable service and what the respective roles of different media is society might

be.

Then there is the phenomenon of convergence between media, referring to fading of once clear

boundaries between print-, broadcast and telecommunication-based media.

Media is also becoming Transnational- in ownership, financing organization productions, distribution,

content, reception and even regulation. A related trend is Conglomeration and the formation of large

multi-media enterprises which not only cross nation boundaries but also lead to vertical and horizontal

concentration.

Conglomeration leads to fears of loss of creative independence and of cultural diversity. Due to this

there has been a general decline of public regulation of media and an increased role for the market in

shaping the media. This trend is only partly a result of greater commercialization since it also reflects a

general decline in normative certainties and an increase in libertarian thinking.

A revised framework of normative principles for media structure and performance which follows is still

based on the presumption that the media are widely expected to serve the `public interest' or `general

welfare' whether by design or not Concept of `public interest' in media. This means , in practice that

mass media are not the same as any other business or service industry, but often carry out some tasks,

which contribute to the wider and longer-term benefit of society as a whole, especially in cultural and

political matters, over and above their own obvious goals. But this does not imply that media can

legitimately be obliged to conform to some version of the popular will or alternative be directed to carry

out some particular mission as determined by the state or politicians. Sometimes the view of the

majority has been viewed as public interest .Due to public debate there is never a fixed version of public

interest, but always changing.

Media issues of normative concern on which controversy has centered

1. Concentration and monopoly

2. News and information quality

3. Security and social order

4. Morals and decency

5. Cultural quality and commercialism

6. Cultural autonomy and integrity

Theories of Communication MCM 511

Concentration and monopoly

The new industrialized media order endangers democracy and freedom contained in the concentrations

of power in the hands of press `barons', especially in the USA and Britain. This trend has continued and

spread worldwide.

The phenomenon of one-news-paper cities and the formation of large chains, provoked a fear of reduce

freedom and independence of news and views.

It is also threatened the balance representation of opposed political views,

And so a loss of political choice for the reader reduced opportunities for access to media channels and

generally reduced media diversity.

News and information quality

Second concern is a long-standing theme of debate is the concern for the general quality of the news

about events of the day and of the world as supplied to the average citizen, who depends on the media in

order to reach informed choices and judgments. The press is often accused of sensationalism and

superficiality of omissions inaccuracy and even falsification and lying and Failure to cover international

news in comprehensive and balanced way. So the need resist warlike, nationalist and racist propaganda.

Security and social order

The most controversial issue is also that of relationship of media to security and authority of the state

the authorities everywhere have shown a consistent inclination to want to manage the news even if they

stop short of censorship

This is more in the case of broadcasting than with the printed press.

Morals and decency

Another issue of concern is the issue of Morals Decency and portrayals of matter to do with

pornographic sex, crime and violence. The protection of minors from undesirable influences or the

portrayal of women in degrading manner.

Commercialism

The term commercialism has many meanings, but in one influential view it stands opposed to number of

key social cultural values. Commercialization has been associated with manipulation, consumerism

lack of originality and creativity lead to homogeneity and neglect of minorities who do not provide

profitable audience or advertising markets media should contribute to education culture and the arts

Cultural issues

Media is ceasing to reflect the culture and the circumstances of their intended publics and may

undermine the local language and cultural identity as a result of the transnational flow of content. It is a

potential problem for countries which are under the influence of a foreign media flow for other reasons

for instance India and Pakistan.

Response to these issues:

So what is required is:

1. Media freedom

2. Media equality

3. Media diversity

4. Information quality-objectivity concept- means adopting

5. Social order and solidarity

6. Cultural order

Media Freedom

There are many version of freedom.

Freedom is a condition, rather than a criterion of performance. It refers primarily to rights of free

expression and free formation of opinion. However for these rights to be realized there must also be

access to channels and opportunities to receive diverse kinds of information. So what freedom of

communication calls for is absence of censorship, license or other controls by government unhindered

Theories of Communication MCM 511

right to publish and disseminate news and opinions, equal rights of free reception and access to news,

views, education.

Freedom for news media to obtain news media to obtain information from relevant sources.

Absence of concealed influence from media owners or advertisers on news selection and on opinions

expressed

An active and critical editorial policy in presenting news and opinion and a creative, innovative and

independent publishing policy in respect of art and culture.

Benefits of communication freedom

i) Systematic and independent public scrutiny of those in power and an adequate supply of reliable

information about their activities- watchdog or critical role of media.

ii) Stimulation of an active and informed democratic system and social life.

iii) The chance to express idea, beliefs and views about the world

iv) Continued renewal and change of culture and society

v) Increase in the amount and variety of freedom

Media equality

Equality requires that no special favour be given to power-holders and that access to media should be

given to contenders for office and in general, to oppositional or deviant opinions, perspectives or claims.

In relation to business clients of the media, equality requires that all legitimate advertisers be treated on

the same basis the same rates and conditions. It also implies that the normal principles of the market

should operate freely and fairly. Equality supports policies of universal provision in broadcasting and

telecommunication and of sharing out the costs of basic services.

Media diversity

The diversity principle applied to actual media system and content have the following main elements.

1. Media should reflect in their structure and content the various social, economic and cultural realities

of the societies and communities in which they operate in a more or less proportional.

2. Media should offer more or less equal chances of access to the voices of various social cultural

minorities which make up the society.

3. Media should serve as a forum for different interests and points of views in a society

4. Media should offer relevant choices of content at one point in time and also variety over time of a

kind which corresponds to the needs and interests of their audiences.

Information quality

The concept of Objectivity contains the following elements:-

· A position of detachment and neutrality towards the object of reporting

· Lack of partisanship

· Attachments to accuracy and other truth criteria

· Lack of ulterior motive or service to third party

Main information quality requirements

· Media should provide comprehensive supply of relevant news and background information

about events in the society and the world around.

· Information should be objective in the sense of being accurate, honest, sufficiently

complete, true to reality, reliable, and separating facts from opinion.

· Information should be balanced and fair impartial-reporting alternative perspectives in a

non-sensational , unbiased way

Social order and solidarity

1. In respect of the relevant public which they serve at national or local level, media should provide

channels of inter communication and support.

2. The media may contribute to social integration by paying concerned attention to socially

disadvantaged or injured groups

Theories of Communication MCM 511

3. The media should not undermine the forces of law order by encouraging or symbolically rewarding

crime or social disorder.

4. In matters of social security such as war or threat of war or terrorism may be limited by consideration

of national interest.

5. On questions of morals, decency and tastes especially in matters of the portrayals of sex, and violence

and the use of language the media should in some degree observe the reigning norms or what is broadly

publicly acceptable and avoid causing grave public offence.

Cultural order

1. Media content should reflect and express the language and contemporary culture of the people which

the media serve; it should be relevant of current and typical social experience.

2. Some priority should be given to the educational role of the media and to the expression and

continuity of the best in the cultural heritage of a country.

Media should encourage cultural creativity and originality and the production of work of high quality

according aesthetic, moral intellectual and occupational criteria

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