Media Evaluating views
Pluralist
Believe that
audience have
power
Media is an agent
of secondary
socialization
Media has to
listen and produce
the content
according to the
demand of the
audience
Media is based on
competition;
media houses can
survive if produce
good content
Pluralists favour
private ownership
The media is
biased because of
the demands of
the audience
As it has to fulfill
what audience say
Postmodernist
Media cannot be
controlled
Individuals can
construct their
own identities
such as creativity
Users can produce
their own content
since they are in
control
Nothing can be
hidden from users
It is different from
traditional media
as its two way
Media can’t be
used for
propganda
New perspective
Marxist