The development of new/digital media means the audience is more powerful in terms of consumption and production. Discuss the arguments for and against this view.
A Marxist perspective would argue that the mass media are a tool used by the corporate elite (or ruling bodies) to maintain hegemonic control over the masses and a class divide system. It is believed audiences are put under the illusion that they have choice. Consumption and production are two of the main points in which they indeed have no choice, but only think they do. An argument, in terms of consumption, is the dumbing down of media. An example to support my argument is Radio 1's Newsbeat. Radio 1 took a sophisticated and intellectual news segment, and transformed it into a fragment of what it was. Designed to appeal to a much younger audience (mostly teens), this now slice of news has shown that the institutions are trying to control what the masses are seeing, reading and hearing. In terms of production, an argument can be made that audiences have more power through the use of e-media, however, the hegemonic values that have been instilled into society have had a great impact. This is when the status-quo stays the same as power is kept within the elite corporations. Furthermore, any alternative opinions to the popular are quickly disregarded as the same values and opinions are forced upon the audience everywhere. Audiences don't challenge these values as they have been formed for them. A theorist that supports this argument is 'Pareto's Law'; Pareto argues that 20% of the corporations control and distribute 80% of the news. Lastly, a domination of class has been fostered considering that the elite want each class to stay as it is. Any disruption in class would change the status quo that been put in place.
On the other hand, a Pluralist perspective would argue that new media has allowed audiences a great deal of opportunity, equality. and freedom of speech. This could be through the use of social media or even user-generated content (UGC). In terms of consumption, it can be argued that media corporations provide what the audience want to see and hear. The media provides the different types or genres of news from which we, as the audience, can pick and choose from. An example of pluralist values showing in the news are the riots in Ferguson. Social media was the basis for which these riots started and were being covered. Sites such as Twitter and Reddit showed exactly what was happening as the riots occurred. In terms of production, audiences are able to produce whatever content they like to be distributed amongst sites such as YouTube and Facebook. This democratisation of self-expression lets audiences make and look at what they want. These new opportunities let us argue there is no social divide any more, however, this is not the case. If content is deemed to be unsuitable, then it is removed. To be put simply, we are still being regulated.
