Tutorial response workbook-seven written responses to set questions.(200 words each)

Week 3 What are some of the risks inherent in very concentrated media ownership structures (Reading : Cunningham Turner Chapters 5 and 10

While many people believe that the media represents some kind of special conduit for truth , the fact remains that the media is a business that is first and foremost out to make a profit . With print and television advertising in the billions of dollars and radio advertising in the millions , one cannot easily forget to whom these media owe their allegiance

Because of the emphasis on money , the media has

to produce a story either factual or entertaining , that will pull in large audiences to draw high-dollar advertisers . Without the audiences , the advertising revenue will disappear . One thing that any economics student knows is that competition in the marketplace is good for the consumer because it pushes prices down and makes for better quality goods . If the manufacture of a good is concentrated in only one or two producers , this competition is weak , and the product may be expensive , but of low quality (Flew Gilmour , DATE ?

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The same is true of the media . Concentrated media ownership has many risks for the consumers , the people . If the media is owned by only one or two key players , a monopoly will result , causing a lack of diversity a single-focus of opinion and a lower quality product

Week 4 Should public service broadcasters take any notice of ratings (Reading : Cunningham Turner Chapters 8 and 20

Public service broadcasters should not worry about ratings . Doing so means playing into the hands of mainstream audiences and can lead to standardized , uninventive content . An example of public broadcasting that has retained its ability to withstand the ratings game is the BBC Because it was set up as a public model paid by a license fee , it functions as a public service without feeling the need to conform to commercial and political pressures (Jacka , DATE ,

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However , sometimes the lack of a wide audience can mean less . This type of broadcasting is meant to be educational , both in culture and in ethics (Jacka , DATE ,

. 344 . Attending to ratings will cause two problems . First , it will cause pressure to conform to the programming of commercial stations , and second , it will not be providing for minority audiences , those who enjoy programming of a different kind

One alternative to these problems is happening through prescription radio stations which operate much like prescription magazine services An example is Australia 's Vision Radio Network , which hopes to make Christian radio available across the nation (Griffen-Foley , DATE ,

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Ratings can really cause problems for stations who are trying to bring unique and specific programming to smaller audiences . If ratings are the only thing to consider , then these stations will go off the air

Week 5 Discuss the advantages and disadvantages of the effects of new technology on the media (Reading : Cunningham Turner Chapters 7 , 15 and 18

Technology is generally seen as a benefit to society...