The Typologies Of The Mass Media System

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CHAPTER II. THE MASS-MEDIA SYSTEM 2.1. The typologies of the mass-media system: Media institutions can be classified in several ways, depending on the scope of work there is profit-oriented institutions and nonprofit institutions (the public service). Media institutions that are profit orientated don’t depend on external sources of financing; this provides them a great deal of independence in terms of political positioning and choosing content that will be aired. A press institution that is profitable and is self-financed does not depend on state authorities or different political groups to be able to operate, but instead it depends on the reactions of the public who may impose or promote ideologies of journalists. Public influence is exercised directly by increasing or decreasing of sales of a product, or indirectly by increasing or decreasing of offers of advertisement. Non-profit media outlets are supported from different sources that have different motivations: political parties (to promote a political cause), government sources (to promote government activities), civil society organizations and economic or administrative type organizations. In terms of political position we have neutral or partisan type media outlets. Those that are clearly not part of a particular political doctrine are more balanced and fair, while those that promote certain values, parties or individuals have obviously a more militant attitude and propagandistic tone. (Paul Dobrescu 2003, 287)
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