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Media Ownership

1. Corporations/big business/developed world

   • TV/search engines/radio/media devices/film
     • Nationality/age/class/gender
       • Digital underclass

2. apart from exceptions such as the BBC, private sector multinational corporations dominate global media

   • these produce much of the world's information and entertainment and also create most of the technology needed to access the electronic mass media
     • they are the basis for what Held, 1999, calls the GLOBAL MEDIA ORDER

3. Media Effects

   • early interpretations based on HYPODERMIC MODEL (Horkheimer & Adorno, 1947) (Marxist)
     • this assumes media is 'injected' into passive audiences incapable of interpreting or reading messages
       • was popular in 30's and 40's, and works in totalitarian states such as N. Korea or Hitler's Germany
       • Katz and Lazarsfeld (1955) proposed a more refined model: two-step-flow model (Functionalist)
         • audience first consume then digest information with help of OPINION LEADERS eg. newspapers, Govenment, celebrities, experts
           • later theory GRATIFICATION MODEL (Lull, 1990) assume audience use media to meet individual needs eg. political items confirm prejudices/bias
             • one criticism is that media, not consumers, define 'needs'
               • Hall's (1980) RECEPTION THEORY emphasis audience intepretation influenced by background eg. class, race, gender, ethnicity (Marxist Carribean)
                 • messages received in different ways depending on recipient background regardless of message