Applying material from Item N and your knowledge, evaluate the view that the media reflect the views of their audiences - AQA - A-Level Sociology - Question 21 - 2020 - Paper 2

To evaluate this view, we must first understand the competing perspectives presented in Item N. The argument that audiences control media content is tied to the idea of consumer choice and competition among media outlets. This aligns with perspectives from the Frankfurt School, which suggest that media producers are pressured to respond to audience preferences to maintain viewership and revenue.

On the other hand, critics like Herbert Marcuse argue that media content often reflects the interests of those in power rather than the diverse views of the audience. This perspective is supported by instrumental Marxism, which posits that media serves dominant ideologies, subtly shaping public perception to align with the status quo rather than genuinely reflecting audience diversity.

To further substantiate this evaluation, we can consider case studies in media ownership. For instance, the consolidation of media companies means a few corporations can dominate content creation, potentially leading to biased representations that may not capture the interests of broader audiences. This phenomenon highlights how audience preferences can be sidelined by the strategic interests of media moguls.

Ultimately, while audiences certainly play a role in influencing media content, the power dynamics at play suggest that media does not wholly reflect audience views. Instead, it often mediates those views through a lens shaped by the interests and ideologies of media owners.