Class - Classdominanttheory

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Class-dominant theory The  class-dominant theory  argues that the media reflects and projects the view of a minority elite,  which controls it. Those people who own and control the corporations that produce media comprise  this elite. Advocates of this view concern themselves particularly with massive corporate mergers of  media organizations, which limit competition and put big business at the reins of media—especially  news media. Their concern is that when ownership is restricted, a few people then have the ability to  manipulate what people can see or hear. For example, owners can easily avoid or silence stories  that expose unethical corporate behavior or hold corporations responsible for their actions.  The issue of sponsorship adds to this problem. Advertising dollars fund most media. Networks aim  programming at the largest possible audience because the broader the appeal, the greater the  potential purchasing audience and the easier selling air time to advertisers becomes. Thus, news  organizations may shy away from negative stories about corporations (especially parent  corporations) that finance large advertising campaigns in their newspaper or on their stations.  Television networks receiving millions of dollars in advertising from companies like Nike and other  textile manufacturers were slow to run stories on their news shows about possible human-rights 
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Class - Classdominanttheory

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