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Communication Strategies




Themedia is merely driven by money and presents what them makes havereturns. In communication theories, there has been a wide debate onthe effect or rather the impact of media on the public and morespecifically on what the public wants. Instead of reviewing theempirical claims and their empirical claims, this study aims in moregeneral perspective some properties that social power inherent in thenews media. The power is not restrictive to the impact that the mediahave on their audience, but rather involves the role that the mediahas within the confines of cultural, social, economic or politicalpower structure of the society. The paper aims to give a reason themedia gives or does not give what we want from a political economyperspective. In the same regard, it also aims to discuss the impactof ownership patterns on the media available and compare McChesney’sview with Karl Max analysis.


Thecurrent media system is as a result of government policies that areexplicit. These policies present that the interests that representprivate investors drafted secretly for them. The policy aims toincrease public participation and democratize the media. By seeking aproactive force, it advances a meaningful policy of the media in thepublic interest. The work of McChesney’s concentrates on thepolitical economy and history of communication by putting moreemphasis the media role in capitalist and democratic societies. Theprimary goal is to make profits and not the interest of the public.The corporate stronghold inherent in the system of media is injeopardy, the actions of citizens have challenged successfully. Forexample, in the past three years, they have won on the aspect ofownership rules, public broadcasting protection, and standing tostate masquerading propaganda as real information and news.Nevertheless, the most vital aspect lies in the batter of preservinga neutrality and keeping the internet void of interference, out forcorporate hands and open.

Argumentin Favor and Against Proposition

Thepower relation constitutes a given society whoever has power canshape institutions and organize the people values and interests.Nevertheless, where there is power, counter power exist, as socialactors challenge domination inherent in institutions of the society.Power is the relational capacity that provides the capacity to thesocial actors for asymmetrically influencing the decisions made byother social actors in methods that favor those actors who areempowered. Power relationships are given support by structures thatare dominant in the embedding power in societal institutions(McChesneyet al, 2005).

Inthe history of communication, information has been a source of powerand counter power. As a result, the reason is that while coercion isvital in exercising power, persuasion is a practice is more decisivein influencing the behavior of people. People`s way of thinking is adeterminant of the fate of institution, values and norms on which thesociety is founded. There are very few organizations that last longif they are based on threat of violence or solely based on violence.Torturing bodies is less efficient than mind shaping. Communicationis a process that presents the sharing information for the purpose oftransferring (McChesneyet al, 2005).

Influenceof Patterns of Ownership on the Available Media

Themedia constitute an articulated system that characterizes the labordivision that usually produce print press from initial information,TV distribute the mass audience while the radio customizesinteractions. Politics is primarily media politics. The systems arestaged to obtain support from citizens who become the consumers inthe political market. ThePower is not based on the media and in the same respect they do notfollow what the media says. The active public concept is wellestablished in research. In addition, media are fairly autonomous viatheir corporate owners in terms of production content. It is, like aresult that they are in competition and diverse, and for them tostrive for a share of public, they must put credibility as their basefoundation ahead of their competitors. A part from this idea, theyhave internal control running against biased information management:dedication of journalist, professionalism and independence.Nevertheless, we should put into consideration the currentideological raise of grounded journalism in all countries. In thesame respect, it incorporates diminishing autonomy of journalistvia-vis the corporate owners brought about by intertwining betweenthe government and media companies (McChesneyet al, 2005).

McChesney’sadoption of theory which the Industry Structure exerts direct orIndirect control over content

Onlinemedia have the possibility to change the corporate interests ofcapitalistic media. Karl Marx conceptualizes an alternative press.Nevertheless, such antagonistic and investigative alternative mediaare outside the confines of making profits. Egalitarianrelationships, between users of media and within the media users canbring unity to individuals through a common cause. Groups andindividuals can centralize local struggles, all with the samecharacter into one national struggle. The decentralized networkthrough internet provides a unique opportunity to circumvent themainstream, capitalistic media realizing theory of participatory,democratic medium first set by Marx 150 year ago (McChesneyet al, 2005).

Thesocial routines and roles that the alternative media seek to critiquestem from consumerism, capitalism, nature of corporation andpatriarchy. It is a social critique that has placed an alternativehistorically in a diametric opposition to mainstream, capitalisticpress. Marx argued that the relationship based on exchange ofinformation and equality is essential to a critical, thriving andengaged independent media. The ability of an alternative press toinvoke changes is dependent on the mutual respect between the readersand the publication. As a result, it opens the form of discourseoperating as a challenge to the capitalist media industry. There iscontroversy on the internet that suggests the Marxist relationship inopposition the corporate power. The departure from news contentdeparture, alternative space is grounded with the capabilities of thewebsites (McChesneyet al, 2005)

Communicationis at the epicenter of democratic theory with newer technologies inways that were previously unimagined. McChesney says that the nocommunication revolution previously has had enough promise to aradically the structural communication limitations for essentialpersonal happiness and self government of human history (McChesneyet al, 2005).Nevertheless, if the organized people take the organized money tomake everything happen and the challenge is daunting putting intoconsideration the opposition.


Freepress recognizes that the media system is as a result of explicitpolicies of the government that the interest that represent theprivate investors secretly drafted for them. It wants to democratizeparticipation of public. In the end, it seeks to be a force that ismeaningful of the media. They include challenged the concentration ofmedia and neutrality protection. The media does not necessarily giveus what we want but rather the media influences patterns of mediaownership


McChesney,Waterman, R., Newman, R., &amp Scott., B. (2005). TheFuture of Media: Resistance and Reform in the 21st Century.New York: Seven Stories.