It is arguable that the proliferation of stations and DAB has led to more choice and therefore increased media freedom. However, again the numerous media channels facilitated by the digital economy facilitate expression of subjective opinions, which again reinforces the intrinsic flaw of the objectivity ideal in media reporting at any level. Furthermore, even within the diversification of the mass media outlets, advertisers face increased competition. This highlights the point that money and power considerations will ultimately shape the media output post the 2003 Act (Silverstone, 2007). This could potentially pressurize TV channels and radios under de-regulation to produce more stable and reliably predictable output for audience reach to ensure advertisers would purchase spots for a marketing campaign.
Indeed Curren and Seaton comment that “ the mass media are rather like the political parties in that they tend to gravitate towards the center in response to competitive pressures” (Curren & Seaton, 2003). Furthermore, in reality, there are a handful of media barons with the influence and power of media to broadcast their ideology and increase of competition among channels for advertisers (Curren & Seaton, 2003). The effect of deregulation has effectively led to fewer businesses controlling the mass media.
As such, it has been submitted that the shrinking media ownership has given way to the incorporation of a Marxist media model through the back door (Briggs and Burke, 2005). The most obvious example is the Murdoch empire where Rupert Murdoch owns Sky News, controls the Sun and the Times newspapers and owns almost 35% of distributed newspapers (Briggs & Burke, 2005). Moreover, Murdoch is unabashed in expressing his agenda “ for better for worse, our company… .is a reflection of my thinking, my character, my values” , which is in line with Chomsky’ s extrapolation in “ Media Control: the spectacular achievements of propaganda” (Chomsky, 1999).
Furthermore, Chomsky argues that the UK is effectively a “ spectator” democracy, which is regulated by an elite group to create a different version of reality as a result of media manipulation.
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