Essay on Diversity and Society and Diversity in the Meda

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Diversity and Society and Diversity in the Meda

The media is an integral part of modern day society, our lives can be shaped by it, and our views can be a product of the media's influence. Society is greatly diverse in terms of views, class and ethnicity, this diversity is reflected in the media.

Pluralism is a sociological theory that acknowledges media diversity. Pluralists believe that the media offers a wide range of views to cater for various groups in society, and it is true to say that there is a great deal of evidence for this. Different newspapers reflect different political opinions, for example The Daily Mail reflects right wing conservative views whereas The Guardian is seen as
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The media uses direct manipulation to encourage us to support the system. A test of pluralism and certain validation of Marxism is the recent case of media tycoon Rupert Murdoch. Murdoch has controlling interest in many British newspapers such as The Sun and The Times, and also in the multi-national television company Sky. He made a bid to buy the football club Manchester United. This move was widely opposed by other media groups, but all of the papers owned by Murdoch showed support for the takeover. It is obvious that this was an attempt by him to win public support for his proposed action.

There are other variations of Marxist theories such as Hegemonic Marxism, where it is thought that content of the media is not under direct control of owners and that other institutions such as schools and the church are also used to manipulate society. Antonio Gransci was the leading sociologist in support of this theory who thought that the media was a state of 'physical and mental control' and that it replaced it had replaced the church as the main method of capitalist brainwashing.

Another marxist theory of the media is Neo-Marxism, where it is still thought that the media reflects capitalist views but it is not a ruling class conspiracy.

In the 1940's a study was conducted by Adorno and Hortheimer of the Frankfurt School in Germany. They produced evidence to suggest
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