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Government and reasons to promote pluralism on
media systems
·Media is int the meadia market and is not easy to define because of geographic boundaries, high competition and constant change.·Media companies compete in price, quantity, quality and differentiation. ·Media market can be institutional (external pressures) or spontaneous (internal pressures). Media audience and public opinion = external pressure, government = internal pressure.·Media has a big influence in society it is therefore important for the hobernement. Media policy is the control of the government in the media to gain control.
·Media policy can be concentration when a company buys other companies or executes its activity to other geographical markets. There are three dif discussions:
·Horizontal integration: when a company owns at least one media outlet in a given market. Vertical integration: when the firm controls the product or service from raw materials to final distribution. And media conglomerates: media companies that own different media and different integrated companies also in the international market.·The reason why the government wants to control media is the moral, ethical and other things that change society. They want to control it in order to have power. In media policy we are talking about four kinds of media control. Liberalization of control is the highest one, and it is when there is only a public channel. The deregulation is when some private channels and new laws to regulate media appear.·Privatization: when channels are multiplied·Autoregulation: free access. ·The theoretical approach consists in critical theory, which advocated media protectionism to avoid concentration and guarantee pluralism arguing that the communication sector is an industry with a great social impact.And a liberal school : free market of ideas that regulates itself and balances itself out. ·The highest control is the totalitarism governments. Democratic ones don’t use the first one because they wish to promote pluralism in media hence offer dif points of view from real life. ·Government promotes pluralism because they respect human freedom, they offer a lot of different media systems (in news papers, magazines, books, radios etc...) where people can choose what they want and offer different ways of reality because objectivity doesn’t exist therefore we need both sides of the story.

Meida market
·Dual market : audiences and advertisers.·These two markets are connected due to an essential element which pulls the advertisers is the audience. For instance EGM Estudio general de medios, studies audience and consumer habits of the audience.·Advertisers design advertising campaigns and strategies and the media companies define their own strategies in order to define media contents and target segments of audience which will attract advertisers.·Advertisement has become one of the most important incomes of the media industry for instance TV private industries and publishing companies like national daily press where the income is a combination of sales and advertisement. ·Porter model framework: competition context:·Competition in terms of an increasing number of companies within the same industry (tv channels and tv industry)·Competition in terms of potential entries or substitutes, for instance the TDT television digital terrestre as a substitute to tv.·Audience and advertisement are linked together the former pulls the advertisement and the latter pulls a significant income for the media industries. ·Competition may lead to lose audience and therefore advertisement as an income, so its important to establish a competitive advantage to keep the profitability of the company or industry.To establish competitive advantage there are three aspects: Price, Quantity, Quality/Differentiation.

Choose and explain one of the new media paradigms:
·Paradigm: model or example of something to help us to understand how the world works.
·First paradigm: From audience to user.
·Shows how the passive unidirectional way of media consumption is replaced by the concept of active user looking for content, exploring and navigating the Net-space.
·Old media audience, those who listen. New environment à people doing things, users.
·Active users who have the control to choose, to decide, to search, to define and configure, to subscribe or unsubscribe, to comment and to write, talk and film.
·Users write, give inf within the Net-space. Therefore journalists must redesign themselves, giving their knowledge to people, they need qualified content, and they search for quality, not quantity. Journalists must give qualified content, to differentiate from non-professionals.

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