Challenging the Media Monopoly SP11

Economics -> American Capitalism and Social Justice Spring 11

Introduction

Overview

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Class and Media Control

The class-domination theory of power is Domhoff’s main idea in Who Rules America. The class-domination theory suggests that the upper class, which is comprised of many members of the corporate community, is a dominant class because it has large distributive powers that can persuade most Americans to consent its policies (Domhoff, 210). The opinion-shaping network is a system in which the corporate/social upper class can promote its policies. In the opinion-shaping network, there are public relations firms and public affairs department that have a significant impact on the way information is released to the public. The public relations firms, which are controlled by large advertising companies that are owned by executives in the corporate community, look to target specific audiences whom they think could potentially threaten the image and profits of their clients (executives of corporations). Some of the people who the public relations firms target are journalists as they think they are not credible sources. In addition to public relations firms, public affairs is used within the large firms. In the public affairs departments, corporations focus on improving their image instead of challenging journalists. Experts within this department examine news articles, television, and the radio to see what is being said about their corporation. If there is any negative press about their corporation, they try to counter it by placing positive stories in newspapers and by giving speeches locally.

Domhoff explains that the mass media, which is owned by members of the corporate/social upper class, does not play a major role in the opinion-shaping process or in the class-domination theory. First, Domoff argues that the media is supposedly more liberal on foreign policy and other issues than the rest of the corporate community, making their relationship very tense. Domhoff then states that although the ownership of these large media corporations is concentrated within the corporate/social upper class, it does not mean that opinions have been constricted.

One of Domhoff’s main ideas is that the mass media is “shaped by forces outside of them”, which includes corporate leaders, politicians, and policy experts. The media, Domhoff states, has very little influence in shaping the public’s opinion because there are many stories that come up suddenly in which these outside forces are unable to change. In addition, the news is a form of entertainment that people in society rarely watch or listen to. Instead, Domhoff articulates that people learn and retain more information from what they read, such as in newspapers and magazines, rather than from television.

Center for Digital Democracy

The Center for Digtial Democracy (CDD) is focused on keeping the public informed, protecting the privacy of the public, and increasing the transparency of the online advertising industry. Digital media has become a major source of interactive advertising and marketing. Websites and social networks are closely analyzing individuals’ behaviors in order to essentially target them so that they buy the company’s products. Interactive marketing is a form of new media that engages individuals in what is being sold, which can put the general public at risk. CDD’s main concerns are making sure that that online advertising works to guarantee privacy for consumers, as well as making sure that the online advertising industry is held accountable to the public. In addition, they want to ensure that negative features of interactive marketing will not put the public in great danger. CDD is also seeking to promote global public health in the digital media. Although the digital media allows the public to obtain positive information regarding drugs and lifestyle choices, it also gives marketers the ability to promote the consumption of substances that could damage an individual’s health.

CDD is extremely focused on informing the public on digital health issues, digital marketing, and digital privacy issues. In order to reach the public, CDD posts numerous articles and press releases so that they can read up on what is occurring in the digital media world. In addition, CDD observes and analyzes new media marketplace developments, which allows them to keep the public updated on new events that are taking place. CDD also acts as an “early warning system” that alerts the public, journalists, and policymakers about new public interest issues. Lastly, CDD has been very involved with the Federal Trade Commission to promote both new policies that will oversee online privacy.

What CDD is trying to accomplish meshes somewhat with the ideas of Domhoff. The class-domination theory of power is Domhoff’s main idea in Who Rules America. The class-domination theory suggests that the upper class, which is comprised of many members of the corporate community, is a dominant class because it has large distributive powers that can persuade most Americans to consent its policies. However, Domhoff explains that the mass media, which is owned by members of the corporate/social upper class, does not play a major role in the class-domination theory. He states that the mass media is “shaped by forces outside of them,” which includes corporate leaders, politicians, and policy experts. In addition, Domhoff states that the media has very little influence in shaping the public’s opinion. CDD would agree with the fact that the digital media is completely controlled by the corporate/social upper class; however, where they would disagree is on the issue that the corporate/social upper class does shape public opinion, as CDD believes that the corporate/social upper class are the people who do in fact determine what information and stories are released to the public. Another idea in Domhoff is that the opinion-shaping network is a system in which the corporate/social upper class can promote its policies. In the opinion-shaping network, there are public relations firms and public affairs department that have a significant impact on the way information is released to the public. The public relations firms, which are controlled by large advertising companies that are owned by executives in the corporate community, look to target specific audiences whom they think could potentially threaten the image and profits of their clients (executives of corporations). CDD would agree with this, as they believe that the interactive marketing and advertising industry of the digital media allows individuals to be exploited. The members who run and own this industry are trying to shape the public’s general opinion so that individuals will buy the company’s product.

In America Beyond Capitalism, Alperovitz illustrates the idea that it is imperative to develop a more community-centered democratic market system corresponds with what CDD is trying to accomplish. CDD really wants the public to be informed about how the interactive marketing industry is putting their privacy in great danger, and explains the ways in which they can protect themselves. In addition, CDD wants to essentially create a democratic media system in which the interactive marketing industry is held accountable.

In Why Unions Matter, Yates articulates the idea that the media only tells one side of the story; for the most part it relays the opinions of the large corporations. Although CDD primarily wants to change the digital media and increase transparency of the online advertising industry, Yates’s idea coincides with what CDD believes because it wants to guarantee that the public is informed on issues from more than one point of view. In the online advertising industry, companies try to entice the public into buying their products, but the public is unaware of the dangers that exist when they interact with these companies online. This relates to Yates’s idea, as he states that when the public only hears one side of a story, they think that what they are hearing is true and do not realize that they are being tricked by the online advertising industry.

In Understanding Capitalism, democracy is said to be one criteria of a successful economic system, allowing citizens basic civil rights and personal liberties. This idea strongly correlates to what the Center for Digital Democracy is trying to accomplish. CDD wants to protect the privacy of each consumer, as the online advertising industry constantly monitors consumers’ actions without them even knowing. CDD therefore believes that consumers’ rights have ultimately been violated because of these tactics performed by the online advertising industry, and they are seeking to ensure that consumers’ liberties are being protected.

Notes

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References

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