{"id":73,"date":"2024-09-19T09:45:25","date_gmt":"2024-09-19T09:45:25","guid":{"rendered":"http:\/\/localhost\/mediaethics\/?post_type=content&p=73"},"modified":"2024-09-20T10:01:24","modified_gmt":"2024-09-20T10:01:24","slug":"chapter-8-the-media-are-commercial","status":"publish","type":"content","link":"https:\/\/staging.routledgelearning.com\/mediaethics\/students\/part-2-persuasion-in-advertising\/chapter-8-the-media-are-commercial\/","title":{"rendered":"Chapter 8: The Media Are Commercial"},"content":{"rendered":"\n
\n
\n\tHome<\/a>\n<\/span>\/<\/span>\n\tStudents<\/a>\n<\/span>\/<\/span>\n\tPart 2: Persuasion in Advertising<\/a>\n<\/span>\/<\/span>\n\tChapter 8: The Media Are Commercial\n<\/span><\/div>\n\n\n
\n

Chapter 8: The Media Are Commercial<\/h1>\n\n\n

This chapter explores the relationship between the expectations of a democratic political system and the realities of a media system operating within a capitalist framework. Robust discussion of varied viewpoints (the colloquial \u201clet all voices be heard\u201d) is foundational to a thriving democracy. Media institutions create content that will draw audiences advertisers want to reach; hence entire segments of the population might be denied access to the marketplace of ideas if advertisers don\u2019t deem then \u201cdesirable.\u201d What then of the robust discussion? This chapter examines some of the paradoxes that arise in this clash of institutions. \u201cAdvertiser Pressure Campaigns\u201d and \u201cMedia Clearance as Gatekeeper\u201d remind us that while advertisers need media to carry their messages, media need advertising to monetize their continued operation. Chapter 8, case35 interrogates advertising\u2019s funding of \u201cFake News and Disinformation.\u201d \u201cVirtual Product Placement\u201d explores the ethical dilemmas that surround that phenomenon made possible largely through the use of artificial intelligence.<\/p>\n<\/div>\n\n\n\n

\n
\n\n \n \n <\/media-poster>\n\n <\/media-provider>\n <\/media-video-layout>\n \n <\/media-controls-group>\n <\/media-controls>\n<\/media-player>\n\n\n

Chapter 8 – Video Introduction<\/h3>\n\n\n\n
\n
Transcript<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
\n
\n
\n\n\n\n

This chapter examines a number of paradoxes inherent in the relationship between the expectations of a democratic political system and the realities of a profit-motivated advertising-supported media system operating within a capitalist framework.<\/p>\n\n\n\n

Key questions for the chapter<\/h2>\n\n\n\n
    \n
  1. How does advertising as the primary source of funding for the media affect media content and the media landscape?<\/li>\n\n\n\n
  2. What is the normative role of the press in a democracy? How is that role influenced by the profit-motivated, advertising- supported character of our commercial media system?<\/li>\n<\/ol>\n\n\n\n
    \n\n\n\n

    Case 33<\/h2>\n\n\n\n

    Discussion Questions<\/h3>\n\n\n\n
      \n
    1. What are the philosophical underpinnings of the normative role of the press in a democratic political system?<\/li>\n\n\n\n
    2. Define the concept of \u201caudience as commodity?\u201d\n