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Do the mass media in Australia shape political opinion or reinforce it?
To thing of the media through the traditional distinction between the electronic and print media is not longer sufficient. Hand in hand with wild spread of new technology such as home pc and Internet is the power of media massive. The Mass Media around the world are vital background of democracy. The media are supplying the political information that voters based decision on. ... It is important to understand and analyze the power and influence exerted by media owners. ... Based on this statement it could be seid that majoryty Australian has colorful spectrum of information from comercial and publicli owned kinds of media. We can use two political ideology to examin the political influence of media. ... The power of the media is subject that exites more political debate then most others in australia. Often this debate is confused ,ranging indiscriminately across questions whether news media owners like Rupert Murdoch have too much power, whether the world of jurnalists determine wich party wins elections and whether gowerment controls ower the media are two strong or too week. This confuzion arises largely because the prashe ‘the power of the media ‘ hides a complex range of power rilationships inwolving media owners and managers,advertaisers and sponsors gowernments, media workers and audience (Rodney Smith1989). ... In this model media plays the important roll such is stereotyping (circulate the unwritten rules), undermine and challenge such ideologies against the status quo. ... In this ideology the media has strong power to interpret political ideology. For example, in Australia this claim could be applied to dominant players in the media industry such as Murdoch and Packer. ... This model has only little political influence because media have to satisfy all sorts of audience. ... Media owners have more potential power then others. In Australia after the ownership convulsions of 1986-87,one proprietor, Rupert Murdoch accounted for around 65 percent of daily metropolitan newspaper circulation (Chadwig 1989). ... The most popular form of mass media, television, is also highly concentrated with Packer owning the Channel Nine Network and Murdoch holding nearly 15% of the Seven Network (study resources). In this stage is important to determine what is the difference between private media such as channel Nine and Seven and publicly owned media such as ABC and SBS.
Approximate Word count = 1824
Approximate Pages = 7.3
(250 words per page double spaced)
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