... eighty percent of the media is owned by Trans National Corporations. But does ownership have any effect on the media coordinators? According to pluralists the answer is simply no. They back this by highlighting the fact that power is dispersed within society and that different pressure and interest groups all influence the media, which reacts accordingly. For instance Green Peace; an interest group can easily be identified as an influencer in media response. Pluralists also share the view that media content is reflective of the audiences interests, an example of this is how coverage of 'immigrants' is often very negative in 'The Sun', a tabloid newspaper. Pluralists feel that media is responsive to both market and public demand. The audience is a dictator in terms of what it wants in media content. Burnham argued that the mergers and takeovers are irrelevant due to the emergence of Joint Stock Companies. His ...

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