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pluralist model


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In relation to media power, a liberal pluralist position in which the mass media are seen as enjoying significant autonomy from the state, and media professionals are allowed considerable flexibility by the managerial elite. In particular contrast to Marxists, liberal pluralists emphasize the role of the media in promoting freedom of speech—giving people access to alternative views. Audiences are seen as more fragmented, able to resist persuasion, and as more active—being capable of using the media for their own purposes (see alsoactive audience theory; audience fragmentation; market model; uses and gratifications). Comparedominance model.

Subjects: Media Studies.


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