Diversity in The Media

When we think of diversity in the media we may only think of the faces we see, the voices we hear, or the narratives we read.

But it is equally important for there to be diversity in the ownership of these mediums to ensure a multitude of voices and opinions are expressed.

Diverse ownership leads to diverse media. Culture can be expressed and maintained throughout the media. Underdeveloped cultures can use the media as a forum to strengthen culture and awareness.

This can also occur through those that are producing media. It is important for media consumers to be aware of diversity or lack of diversity in media.

In recent years there has been an increase in diversity. However, there is always room for improvement since a variety of voices lead to diverse opinions, which allow consumers more choices.

How Media Affect Us?

Why care about the media and media policy? Because the media shape our views on the issues that we care most about. All our opinions are formed by information and while some of that information may come from personal experience, we get much of what we know from the media.

Today, the media are failing to provide us with the information we need to make informed decisions about the issues that affect us all. The media are also making it harder to get our voices heard and to bring about change. The media are affecting the issues that matter to us most our Concerns.

Media may not top your list of issues to care about. But media are inevitably central to advancing the issues that do top your list because the media control the flow of information to the public, and play a huge role in shaping opinion. Without a democratic media system that allows a variety of voices and perspectives to be heard, all concerns face a steep uphill battle.

Cases study

By Freepress

Commercialism

The average American sees 400 to 600 ads per day that's 40 to 50 million by the time they've turned 60.

In 1983, only $100 million in TV advertising was aimed at children, but by 1997 the figure had climbed to $1 billion, with the total amount of ads and marketing in all media reaching $12.7 billion.

Almost half of all parents report that their kids are already asking for brand name products by age 5.

The media barrages us with advertising. There are ads in schools, movie theaters, on buses and subways, at public parks, in restrooms, on ATMs, and just about everywhere in-between. This onslaught of commercial messages has not only increased in volume, it has also become more sophisticated.

The effort to commercialize and commodify anything and everything not only leads to the degradation of American culture, it is harmful to us as citizens. The lifestyle of consumption encouraged by the mass media is ultimately unsustainable.

But a commercial media system whose primary goal is to make a profit from advertising revenue has no interest in exposing the true risks of unchecked consumption. The more we consume, the better for their bottom line. Challenging the commercialization of public space, schools, and everyday life is one of the most pressing issues of our time.

Commercialism on Global Trade and Media

In recent years, industrialized nations led by the US have imposed global trade agreements more favorable than ever to the giant media corporations. This has resulted in the rise of a global media oligopoly: a few tightly knit, dominant transnational firms with interlocking boards of directors and unprecedented lobbying power.

These firms create pressure in every country for the privatization of public service media and reregulation in the corporate interest. They are currently lobbying multilateral bodies such as the WTO to implement trade sanctions against any nation that tries to support its own national culture, limit foreign ownership of media systems, limit the ratio of foreign to local audiovisual content, or subsidize the production of local content. This has an especially harsh impact in the developing world, where many countries have historically argued for media systems that can reach the broadest base of poor people and achieve development objectives, rather than skim a thin segment of wealthy audiences in order to attract advertisers.

Still, media reform movements in some nations have successfully resisted this trend toward the elimination of public service media and the concentration of ownership in the hands of a few transnational conglomerates, and held media corporations accountable for their blatant failure to serve the public interest. To replicate these successes in the US and at the international level, media reform groups here are joining forces with similar movements in other nations. Solidarity across national borders will be key to influencing global media policy.