The Pros And Cons Of Public Broadcasting

2011 Words 9 Pages
Throughout the current and past, public and private broadcasters compete for our – the audience – attention in a competitive media world. While public broadcasters want to bring us together as citizens through politically informative and culturally enriching, private broadcasters want to gather as many audience members as possible to earn profits for advertisers – who sponsor them. Each broadcaster considers its programming effective through different definitions of quality. Private broadcasters consider quality in terms of craft quality – production value – or ability to attract audience members for advertisers (according to the equation demand=value=quality). In other words, quality is a popular program that attracts a large audience for …show more content…
According to Dean of the Faculty of Arts and Social Science at Huron University College at Western University, Dr. Paul Nesbitt-Larking, the elitist perspective on media in our society, a small group of rich elites have great power over media content and, subsequently, influence over our views on each other, ourselves, and society as a whole (our ideologies) – in other words, “he who calls the piper calls the tune” (Nesbitt-Larking: 2009: p. 107, 111). Yet, the content the ‘elites’ of public broadcasting promote is often intended to educate and show appreciation for Canadian culture. According to Wade Rowland’s civic model of public interest, public broadcasters aim to produce programming that promotes “public good by illuminating issues and promoting engaged and active cultural and political citizenship […] Public service media are programmed by a different elite, by groups of men and women who are expected to devote themselves to serving the public interest” (Rowland: 2013: p. 21). In other words, the public broadcasting promotes cultural and political solidarity with the intent to serve the audience as a citizen, rather than private broadcasting which leaves interests of audiences secondary to the interests of the advertisers. Moreover, private, commercial advertising is only concerned with audience numbers, not audience

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