Marxist and Pluralist Consequences:

Profits will only exist by exploiting workers-->the value of the object is higher than the value of the employee.

That is not right, the audience is more active and are now more media literate. They are aware of what they are watchin g and are more selective.

But programmes have been dumbed down so ulimately the media still have control over audiences as they show programmes that are known to be 'dumbed down'. So therefore people cannot oppose what they see.

They may be 'dumbed down' but that does not mean there is a lack of media sources for an audience to gain knowledge and make up their own mind on a situation.

There are many media sources out there but a lot of it is owned by one person (eg Murdoch) passing down his values and beliefs. By dmming down texts (Adorno) it makes the audience passive in what they watch (hypodermic needle model).

But the uses and gratifications theory is when they audience is active, with the growth of the internet we are still able to read news from different sources and magazines and newspapers do not neccesarily have to be one of Murdochs.

But it is quesionable as to were these sources come from. Note the correlation between media conglomerates, the mass availablity of texts and then consider its reach to the audience; in the hands of the wealthy companies, we are fed texts.

People go out and read/view the media, if they don't like what they hear thet can simply choose another text: the entire media is NOT owned by one person.