1. Liberal Pluralism

2. Liberal Pluralism
Liberal pluralism is the dominant
perspective linked to capitalism.
Therefore the UK, along with most of
Europe and the Western World, would
describe itself as liberal pluralist.
In this perspective, individual choice and
freedom are seen as a crucial human
right (liberal) ...
... and democratic societies allow a Democracy Index as published in
range of political views and opinions and January, 2007. The lighter the country, the
more democratic it is.
a range of political parties between
which the population chooses in free
elections (pluralism).

3. Liberal Pluralism – splitting down the
meaning
Liberalism
...is the belief in the importance of
liberty and equal rights.
Liberals hold a wide array of views
depending on their understanding of
these principles, but generally, liberals
support ideas such as
constitutionalism, liberal
democracy, free and fair
elections, human rights, capitalism and
freedom of religion.

4. Liberal Pluralism – splitting down the
meaning
Pluralism
... is the acknowledgment of diversity.
The concept is used, often in different ways, in
a wide range of issues. In politics, pluralism is
often considered by supporters of modern
democracy to be in the interests of its
citizens, and so political pluralism is one of its
most important features.
In democratic politics, pluralism is a guiding
principle which permits the peaceful
coexistence of different interests, convictions
and lifestyles. Unlike totalitarianism (e.g.
Marxism), pluralism acknowledges the diversity
of interests and considers it imperative that
members of society accommodate their
differences.

5. Conflicting perspectives on the role
and function of the media

6. The media in a capitalist society: the
Marxist view
Marxists view capitalist society as being one of class domination.
In this the media are seen as part of an ideological arena in which
various class views are fought out.
Ultimate control is increasingly concentrated in ‘monopoly capital’.
Media professionals, whilst appearing to be self governing, are socialized into and
internalize the beliefs, standards and models (norms) of the dominant culture.
The media, taken as a whole, relay frameworks which support the interests of the
dominant classes...
... and media audiences, while sometimes questioning and contesting these
frameworks, lack ready access to alternative meaning systems that would enable
them to challenge and possibly reject the cultural definitions offered by the media.

7. The media in a capitalist society: the
Pluralist view
Pluralists see society as a complex of
competing groups and interests, none of
them predominant all of the time.
Media organizations are seen as
organizational systems, enjoying an
important degree of autonomy from the
state, political parties and institutionalized
pressure groups.
Control of the media is said to be in the
hands of an autonomous managerial elite
who allow a considerable degree of
flexibility to media professionals.

8. The media in a capitalist society: the
Pluralist view (continued)
A basic symmetry is seen to exist between media institutions and their
audiences ...
... the relationship is generally entered into voluntarily and on apparently
equal terms...
... and audiences are seen as capable of manipulating the media in an infinite
variety of ways according to their prior needs and dispositions, and as having
access to 'the plural values of society' enabling them to
'conform, accommodate, challenge or reject'. (Gurevitch et al. 1982)

9. Liberal pluralism:
Defence against the critics
Liberal pluralists would defend the role of the mass media against Marxist
critics in the following ways:
The mass media are free to operate and to express themselves with very
few checks and balances.
The free media performs an important and essential function in
monitoring the activities of politicians and powerful institutions.
Therefore corruption cannot thrive (e.g. the role of The Washington Post
in uncovering The Watergate Scandal in the mid 1970s; the role of The
Daily Telegraph in exposing the scandal of MPs’ expenses in 2010).
The mass media ensures that the population is well educated and has a
good understanding of issues when they vote.

10. Liberal pluralism:
Defence against the critics
The logic of the market place controls quality and value in the mass media just
as it does in any other industry. If we are not happy we ‘vote with our wallets’.
The state has the power to intervene in the media in two ways:
i) it can prevent powerful companies from wiping out the opposition
(e.g. Competition Commission).
ii) it can invest in public sector corporations like the BBC whose
priorities and decision making are not guided purely by the need to
generate profits.

11. Liberal Pluralism: Media assumptions
The Media provide the information
necessary for citizens to act
The Media are independent of the power
of economics and government
The Media help to give voice to all
views and to provide a forum for
public debate
The Media operate to furnish information
rather than to re-construct society to a
political agenda.
The Media serve as an independent
institution keeping watch over self-
serving government and excessive
influence of special interest groups

12. Marxism v. Liberal Pluralism and the
Media
Marxist theorists tend to emphasize the role of the mass media in the
reproduction of the status quo.
Liberal pluralists emphasize the role of the media in promoting freedom of
speech.