class6
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Public service
versus
Marketmodel
Market Model: Society’s needs can be met without regulationvia demand and supply.
media are like any other good or service
“a toaster with pictures”.
so long as there is enough competition business will respond to peoples’ needs.
Public service broadcasting
Each person is important not justbigger spenders. Since media are vital to democracythey cannot be just business.Citizens not consumers.Convenience and necessity not dollars.
Public convenience and necessity
To inform educate and entertain.
BBC vs NBC vs PTV
The public sphere
PTV Geo
bbc
Habermas: Frankfurt school, Marxist critic of capitalism
- Assembly and dialogue- to generate ideas and attitudes- that affirm or challenge and soguide government - In a democracy- public opinionlegitimates authority
remember what Innis said about public
opinion?
Media’s special role
Watchdogs/ fourth estate.Inform public opinion.
These roles require media to befree from manipulation.
Who manipulates mediadepending on the kind of system in play it can be
OWNERS GOVT CORPORATIONSBUREAUCRACIES COURTS
Food for thought
- Who trains journalists to fulfill their special role.- Media are made up of people not aliens.- What other factors besides commerce can prevent- Media from fulfilling their obligations to democracy?- Is information and access to media a human right?
Advantages of Markets:EfficiencyResponsivenessFlexibilityInnovation
Disadvantages of Markets:
UndemocraticReproduce inequalityAmoralDo not meet social needsDo not meet democratic needs
Does the trend of integrationmake media more or lessCompetitive as a business
Critics says: Less Supporters say: changes in tech mean this argument is moot
Why are media not like toasters?-Special legal protections-Advertisers not consumers pay-Media has special functions in a democratic society-Media broadcasters are using a scarce public resource- theairwaves-Toasters do not impact the national interest/ national security
Public Broadcasting system Commercial broadcasting system Owned by the state or public
Private ownership
Funded by public via license fees / parliament funds / donations
Financed by advertising dollars Dependant on ratings
Goal: universal reach: including minorities and underserved parts of population
Goal: draw the largest audience
Inform, educate and entertain Entertain and attract audience to gain higher ratings
Concern for national identity and community
Concern for demographics with largest pocketbooks and with interest in exporting programs
Detachment from vested interests and government
Shareholders important Advertisers very important (unlikely to run shows that undermine the business interests of advertisers.)
Vertical integration:
Worldcall?
Horizontal Integration:
promotes synergy
ARY? Geo?
Globalization
Concentration of Ownership
- Suggests media should “create and sustain a citizenry prepared for participation in public life” --- idealistic?-Public TV can become pedantic and bureaucratic- Innovation, diversity and substance costs money- Civic lessons can be boring.- Audiences tend to choose media they agree with and media they enjoy.-Says media should promote culture- which culture?- Public service TV can be old fashioned and paternalistic as well as elitist.
What’s missing from the author’s argument?
Central Questions
What are horizontal and vertical integration? Give examples from the media world. Why do you think businesses might liketo pursue integration?
Why should the public worry about media monopolies or concentration of ownership in the media?
What is convergence?
Why do media companies target the global market?
What is the Public Sphere.
What do you think are the weaknesses and strengths of each system , what would you prefer for Pakistan, why?