... the norms, values and practices of journalists and producers. It can be argued that the news is indeed selected according to the demand of the target audience. This is backed by the functionalist perspective as well as pluralist theories. Functionalism (Durkheim) identifies the media and in turn news as constructed according to the social consensus. This means that news is selected and presented according to the demands, norms and values of society and in turn the target audience. Pluralist theory would also agree with the view in question. This is because pluralists believe that media consumptions and consumers are the main driving force behind media output- as shown in the market dimension, within which audiences choose what media to consumer, and the libertarian dimension, within which audiences have a wide choice of media options to choose between. Theories on media choice and pluralism are proved by the existence of different ...

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