Marketing/Market Model

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  • A model that pertains to the way information flows from producers to consumers. The model—which can apply to any type of media— assumes that media products are commodities like any other good or service and rests on the idea that consumers' needs in this area are similarly met by the economic model of supply and demand. Proponents of the market model argue that private profit-seeking media ownership—as opposed to government regulation— creates a favorable and efficient environment for meeting consumer demand and ultimately serving the public. The individual's interests are central, implying a definition of the term public interest that refers to information that interests the public. The market model is also analogous to the liberal-pluralist model discussed in media theory. Such a model is ...

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