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Pluralism

• Opposite to the marxist perspective - rejects the concept of 'Mass Culture'
• Pluralism takes a more flexible and open view, arguing that for a class to resond to the media it is determined economicaly and by the audience.
  
  Basic Definition of Pluralism:
  
• Competing groups in society and interest. Halloran " the plual values of societyenable the audience to conform, accomidate or reject"
• As we become more media literate we become more demanding and selective as consumers.
• Class is less important now in influencing the chioce made by the indivual.
• High culture ( i.e Ballet and Opera ) reaches a wider audience.
• Individuals have the freedom to make chioces about what text to consume based on personal preferences.
• Pluralism allows for different viewspionts.
  
  The role of the audience:
  
• If the audience dont like the text they will simply not watch itor buy it. Media organisations will resond by changing their output. The audience is seen as active.
  
  The Media as fourth estate:
  
• Pularists argue that it is good that each of their sytem is held by the other two because oeace abd democracy are maintained. Media is the fourth estate - reports politicalevents in the newspaper. Media argues that it is their role to investigate and keep the public informed.
  
  Limits of Pluralism:
  
• Two assumptions - it assume an active audience dictates the text on offer because media orangisations respond to the audience demands but it also assumes an economic base for production.