Class dominant theory
Media has become more powerful than it has ever been before. It has the power to molds peoples’ ideas and opinions. The class dominant theory states that the media reflects and projects the view of the elite class which controls it. Supporters of this group associate themselves with massive corporate mergers of media institutions, which controls competition and put big businesses at the reins of the media. They believe that only a certain group with power can control what is to be shown and hidden from the general audience. In addition, they have enough influence to manipulate peoples thought and ideas.
With the help of advertising the media is able to build up a lot of finance, which is aiding them to survive amidst the competitors. Networks try to aim for a wider audience so that they reach as many people as possible. The more viewers the more fame and prosperity they obtain. This means media groups financed by advertisers such as Nike and other major brands are hesitant when it comes to exposing these elite companies’ negative aspects such as human rights violation etc. Keeping the audience away from the potential treat they are enduring, just because money talks in this world. It’s the same problem with local newspaper such as they cannot sell new cars or plots which are not associated by auto firms or real estate agents.
Critics of the class dominant theory state that the local control of news media largely lies beyond the access of elite corporate offices, and the quality of the news depends upon good journalists. They challenge that those less powerful and not in control of media have often received full media coverage and subsequent support. On the other hand, most people argue that the corporate giants controls the media, whereas some state that a politically liberal elite controls media. They point the fact that journalists are more educated than the general population, having more liberal view points.
Furthermore, media uses the terms “arch” or “ultra” conservation, but rarely “arch” or “ultra” liberal. Media is a significant force in the modern culture, especially in America. This is known as a “mediated culture” where media reflects and produces the culture. Individuals are daily bombarded with information about numerous things. Media has the power to make or break anyone or group, anywhere across borders and within. Hence, this platform can be used for good or bad purpose and sometimes both.