Neo-Pluralism

Media Assumptions:

1. Media views dependent on its economic structure. Gives expression to views within a narrow range of perspectives that are acceptable to that structure.

2. Media provide information and ideology, primarily in the interest of individuals as consumers rather than as citizens.

3. Economic power is interwoven through media power and government.

4. Since media are not independent institutions, they play their watchdog role in a selective manner.

5. Media tend to legitimatize the idea of democracy (typically as consumer choice) rather than the distribution of actual political and social power.

6. Assumes a social constructivist model of communication.