4_MEDIA OWNERSHIP_issues in masscom.docx - Media Ownership...

This preview shows page 1 - 3 out of 9 pages.

Media Ownership Resource Person: Jamshaid Qureshi Issues on Mass Communication How Traditional and New Media Influence us We rely on mass media for the current news and facts about what is important and what we should be aware of. We trust the media as an authority for news, information, education and entertainment. TV exposes us to a number of images of advertising and marketing, suffering and relief, sexuality and violence, celebrity, and much more. Delivered via the World Wide Web across the Internet, we are influenced daily by blogs, wikis, social networks, virtual worlds and myriad forms of content sharing. Journalists Claim for Objectivity & Balance: Journalistic objectivity has two components. The first is 'depersonalisation' which means that journalists should not overtly express their own views, evaluations, or beliefs. The second is 'balance' which involves presenting the views of representatives of both sides of a controversy without favouring one side. Journalists often claim that their own biases and the pressures from advertisers and media owners but they do not affect their work because of their professional norm of 'objectivity'. But this is not the case. The Agenda-Setting: Agenda setting illustrates a very powerful authority of the media – the capability to inform the public what topics are important . The agenda-setting process is arguably an unavoidable part of news gathering by the large organizations which make up much of the mass media. The agenda setting theory is basically a theory of strong media effects. Bernard Cohen (1963) stated: “The press may not be successful much of the time in telling people what to think , but it is stunningly successful in telling its readers what to think about .” Considering that powerful influence, we should know how it really works. It's important to be aware of what we are exposed to every day, so we can look at things from different perspectives and not just from the perspective
of a medium. We need to be aware that the values we hold, the beliefs we harbour and the decisions we make are based on our assumptions, our experiences or on our education or on something else ? We need to know who the real gatekeepers are behind to select, filter and release the news and other contents. They are media owners; media ownership is concentrated in few and in few families. The Media Conglomerates Own Major News Networks: The media conglomerates own the major television and radio broadcast stations and networks and programing, video news, sports, entertainment, entertainment theme parks, movie studios, integrated telecommunications, wireless mobile entertainment and information distribution systems, video games software , electronic and print media, the music industry , and a whole lot more.

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture