Hegomonic Model or Pluralistic Model?

Hegemonic Model or Pluralist Model?
The reception theory suggests that there are two types of audiences; one is active who create different interpretations of the text whilst consuming it, and one passive who consume the text without questioning it. I agree with the pluralistic model which suggests that the main function of the media is to please the audience. There isn’t only one person who owns large parts of the media for example Rupert Murdock however there are other entrepreneurs such as Paul Dacre who is the current editor of the Daily Mail, and Sir Michael Lyons who is the chairman of BBC. These are also people who control parts of the media and can be influential however due to the reason that there are a variety of different institutions such as Walt Disney, Sony, Virgin etc it increases consumer choices and also it wouldn’t be biased as the views would be differing and thus allow the audience to choose which views suits them best and wouldn’t have to accept one view.