Read Item N below and answer the question that follows - AQA - A-Level Sociology - Question 21 - 2020 - Paper 2

To evaluate the view that the media reflect the views of their audiences, we must consider both perspectives highlighted in Item N.

Audience Control of Media

According to some sociologists, audiences are seen as active participants in the media landscape. They argue that consumers have a choice, impacting what content is produced. This perspective is supported by theories such as competition among media outlets, where the need to attract audiences drives the content creation. This implies that if media companies fail to reflect audience desires, they risk losing viewers and advertisers, leading to the argument that competition empowers audiences.

Media Control by Owners

On the other hand, the opposing viewpoint suggests that media ownership plays a crucial role in shaping content. This perspective emphasizes that media owners have the resources and power to influence what is presented to the audience. The idea that media content can reflect dominant ideologies indicates that certain voices may be amplified while others are marginalized. This leads to a critical evaluation of whether audiences genuinely have control over media messages or if they are merely passive consumers of content shaped by industry elites.

Juxtaposition of Views

In juxtaposing these views, it's evident that both audience agency and media ownership influence the content produced. Audiences may drive demand, but media conglomerates and their ideologies intersect significantly with audience preferences. For instance, although ratings may suggest a strong audience preference, the choices offered are often limited by what these powerful owners deem appropriate or profitable.

Conclusion

In conclusion, while audiences do play a role in shaping media content, it is crucial to recognize the extent to which media owners also exert influence over what is presented. The reality is a complex interplay between audience desires and the controlling interests of media owners, suggesting that the media do not solely reflect audience views but are also a product of greater socio-economic dynamics.