Market Model vs. Public Sphere Model

McChesney, The Problem of the Media, Ch. 1

“. . . the first problem of the media deals with its content; the second and larger problem deals with the structure that generates that content.” P. 16

“The crucial tension lies between the role of the media as profit-maximizing commercial organizations and the need for the media to provide the basis of informed self-government.” P. 17

Croteau & Hoynes, The Business of Media, Ch. 1:

MARKET MODEL

"This model treats the media like all other goods and services. It argues that as long as competitive conditions exist, businesses pursuing profits will meet people's needs. As a result, advocates of this model generally call for private, unregulated ownership of the media. It is consumers in the marketplace, not government regulators, who will ultimately force companies to behave in a way that best serves the public."

*Markets promote:

efficiency

responsiveness

flexibility

innovation

Media products are not different from other products.

TV is "a toaster with pictures on it (Mark Fowler)."

Deregulation (limit rules imposed by government; allow marketplace principles to rule)--resulting in megamedia.

PUBLIC SPHERE MODEL

"Mass media can contribute to democratic processes. . . by helping to cultivate social spaces for public dialogue (Habermas)."

News (newspapers, news shows, news magazines, books on issues of public concern) as "the conversation of democracy."

"Marketplace of Ideas"

Public Trust-- Traditionally it was the responsibility of journalism/journalists "to serve the general welfare"

*by informing, educating, integrating across social and geographical boundries

*by enabling citizens to make judgments about the issues of the time

 

Critique of Deregulation

Limits to the Market Model

The Impact of Megamedia

The fear is that the small number of persons who control the small number of media corporations will be inclined to use them

*for ecomomic purposes

*for political/ideological purposes,

thereby replacing the "public trust" with bottom-line financial interests and conflicts of interest.

Cooper, in News Inc., Ch. 8, distinguishes "the bold aspiration" for the 1A from the "narrow" view of the market perspective.

Bold

Whitney v. California (1927): "public discussion is a political duty"

Communication Act of 1934: the media must "serve the public interest."

Associated Press v. United States (1945): the "widest possible dissemination of information from diverse and antagonist sources is essential to the welfare of the public."

Red Lion Broadcasting v. FCC (1969): "Speech concerning public affairs is more than self-expression; it is the essence of self-government. . . . It is the right of the viewers and listeners, not the right of the broadcasters, which is paramount. . . the right of the public to receive suitable access to social, political, aesthetic, moral, and other ideas and experiences which is crucial here. [T]he public interest in broadcasting clearly encompasses the presentation of vigorous debate of controversial issues of importance and concern to the public."

FCC v.National Citizens Communication (1978)

"[O]n the theory that diversification of mass media ownership serves the public interest by promoting diversity of program and service viewpoints, as well as by preventing undue concentration of economic power" media ownership can be limited."

The narrow view:

diverse voices will "leak out"

This view assumes that public interest is determined by scarcity and there is no scarcity in the 21st century: cable, internet, satellite, . . .

There is no scarcity of viewpoints; any viewpoint can be "out there."