Introduction to Media & Communications: Media Essay Assignment 3.
Where, if anywhere, does media power reside?.
We are living in a world surrounded by messages of all kinds. The media, as our channels and sources of these messages, has emerged as one of the predominant estates in all aspects of our lives. As David L. Altheide (1985, ch.1) stated "the influence [of the media] goes beyond mere imagery and information derived from, say TV news reports or entertainment programs". Indeed, media power is unquestionably immense, but where and whom does media power rest upon? What makes the media so powerful?.
This essay discusses the control of media power on two main "spectrums" - media production and media reception by the audience. By defining the two elements as different "spectrums" instead of "levels", I wish to bring out my argument that they are rather "interactive" but not entirely hierarchical in the power domain. Although many media professionals and scholars still hold on to their assumption of being positioned hierarchically above the public. Yet, the relationship between the media and the public has changed tremendously over time. Media production, indeed, is the primary unit in the process of message delivery. Its content (the output) is effectively governed by various factors, market forces for example, which would be discussed in further details in the following paragraphs. Meanwhile, the audience receives the messages produced by the media. It is a passive but not entirely unilateral process. Widespread education, democratic rule and improved communication facilities have entitled the audience to the power in influencing the media in return. I would further elaborate and illustrate my point with supporting evidence from different media industries.
As mentioned previously, the media production industry is the primary unit of messages. They have great control of what kind of messages are to be delivered to the audience.