PluRaLiSm

Pluralists view soicery as a sysytem of competing groups and interests, none of them predominant.

• They beleive that audiences are percieved as capaable of manipulating then meda and having acess to what Halloran calls 'the plural values of soceity', enabling then to 'conform, accommodate or reject'.
  
• The pluralist tradition starts from the opposite belief to the Marcists and rejects the concept of a mass culture.
  
• The individual has the freedom to make choices about what texts to consume based on their perosnal preference.
  
• Media is seen as a fouth estate - their role is to make sure that the public are kept informed about what is going on in the other estates - (church, goverment and legal system)
  
• No hegomonic message
  

Why I am a Pluralist?
I agree with the fact that the media is seen as the fourth estate. It allows everyone to aware of what everyone else is up to. This allows the society to be safe however, it seen as invasion of the people's privacy. Its true, the audience is active, as everyone is being taught that individuality is important within a person. I would say that i am a bit of both since i agree with the marist theory that everything in the media is controlled by the bourgeoisie. Everything we do is controlled by people, we work for a reason to get somwhere in life. Everyone follows the same set of rules that are just expceted by powerful, authoratative people. They have the power and control to force particular ideoligies and values on the audiences. Therefore everyone is controlled by the rulling class.