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Market Model, Public Sphere Model

Market Model, Public Sphere Model. Two approaches to the analysis of media. MARKET MODEL. Basic principles: Society’s needs best met through unregulated supply and demand Media are like all goods and services Private, unregulated ownership best Consumers, not regulators, call the tune.

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Market Model, Public Sphere Model

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  1. Market Model, Public Sphere Model Two approaches to the analysis of media

  2. MARKET MODEL Basic principles: • Society’s needs best met through unregulated supply and demand • Media are like all goods and services • Private, unregulated ownership best • Consumers, not regulators, call the tune

  3. Advantages of markets Promote: • efficiency • responsiveness • flexibility • innovation Markets can deliver media like any other product

  4. Market structures • Level of ownership concentration • Number of firms supplying a product • Amount of product differentiation • Types of entry barriers facing new competitors • Extent of vertical and horizontal integration

  5. Public Sphere Model Basic principles: • Society’s needs not met entirely through market system; • Consumer power is not democracy; • Media are not like other products; • Profitability not sole determinant of value • Government has necessary role.

  6. Vision of public sphere model • Media as primary information sources and storytellers; • Media as forums for social dialogue; • Need open mass media system that is fully accessible; • Ownership/control should be diverse; • People citizens first, then consumers.

  7. Citizens need from media: • information about personal rights • about public political choices • to voice criticism, register alternatives • to recognize themselves in media representations

  8. The Limits of Markets Markets: • are undemocratic: one dollar one vote • reproduce inequality • are amoral • do not meet all social needs • do not meet all democratic needs

  9. “Toasters with pictures?” • Market OK for media consumers, not for media citizens; • Advertising inserts itself between product and consumer; • Media are resources for citizenship; • Media have unique role in democracy, recognized in US legal protections

  10. Basic Dilemma • Mass media are businesses • But they also are providers of information and conduits of culture • Tension between profit & public interest

  11. First Amendment Congress shall make no law . . . abridging the freedom of speech, or of the press . . . e.g., news media as the “Fourth Estate,” as a “watchdog”

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