Analysis Of The Media Monopoly

Throughout the riveting text, The Media Monopoly, author Ben H. Bagdikian warns citizens about the negative impacts of corporate ownership throughout media publications and how corporate ownership will affect everyone as a whole.
Bagdikian was a Pulitzer Prize-winning journalist and a former dean at the Graduate School of Journalism at the University of California located in Berkley. Reporting for more than thirty years, Bagdikian was one of the most respected journalist of his time and passed away in early 2016. He was known for challenging media operations and in the way which news was covered, calling for a higher standard of integrity to be placed among the different media organizations.
Taking readers back throughout time, Bagdikian uses
The idea behind mass advertising is to reach the largest audience possible. This is accomplished throughout chain media organizations. Bagdikian discussed that this is an issue because mass advertising does not create any form of competition among different competitors and as well, negatively affects the advertisers. In a large city, advertisers may only have the option to purchase advertising space from one newspaper. Due to the media space being so limited, the cost of advertising is extremely high and their ad goes out to a large geographical area. This is not necessarily cost effective for the advertisers and in the long run, can negatively affect them as whole. Not only does lack of media space negatively affect advertisers, it also negatively affects local businesses as well. The cost of purchasing an ad is too expensive for local businesses that are privately owned and overtime there is a decrease in sales which eventually causes the local companies to go out of business. This factor then effects, again, the geographical area by wiping out local competition. This allows larger merchants to have a serious amount of political power based off their financial success which allows them to control and dominate the media that is consumed by