The Manipulative Model
One of the most common models is the manipulative model. This idea sees the audiences as passive and the ways of thinking are easily changed by the media products which they consume. The media and what it portrays and produces is controlled by a few powerful individuals. These individuals can be defined by gender (male), class (middle Class). This ensures that the ideas and values are widely believed and accepted. This is seen as a conscious process. Here, institutions are purposely manipulating their audiences. For example when the media present this as 'news' the audience are led to believe that the representations are the full truth and these are accepted as 'real'.
The different ways of thinking about the media can be sometimes called the Pluralist, or the market model. The belief is that different groups of people are constantly competing for audiences. The most successful manage to appeal to the bigger audiences. The model below also suggests that the Pluralists are very active in how they costume and choose their media. If the institutions don't follow the model below they will risk losing a large proportion of its audiences.
The Hegemonic Model
The third model, rests between the two views of the models stated above. The Hegemonic model acknowledges a considerable amount of the media is controlled by a relatively small group of people. The viewpoints are embedded into the products that are produced, though promotion of the views is rarely conscious. The dominant views are seen as 'normal' or 'common-sense'. These are given greater emphasis to build up a consensus or agreement among the audience. Although, this is not the case for all of the audience. Some of the audience will try to resist the process, by making choices about their purchase and consumption of products which are challenging the idea of consensus.
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