Media pluralism and the overlapping instruments needed to achieve it

The authors review recent scholarly and policy initiatives in respect of media pluralism and argue that contradictions between policy objectives, in analytical approaches and deficiencies in some established methodologies mean that robust conclusions have been hard to secure. They argue that concerns about diminishing pluralism are likely to grow in consequence of changes in a dominant legacy media funding model as advertising revenues move online. Examining UK data, they argue that a contemporary focus of concern, growing concentration in privately owned media, is overshadowed by the striking dominance of the publicly owned BBC and suggest established analytical methodologies used to analyse market power may offer a valuable analogy in the definition and measurement of pluralism issues. They consider possible alternatives to regulation as means of enhancing pluralism and propose the use of subsidised entry.

► Reviews state of play in media pluralism policy and analysis. ► Identifies advertising changes as intensifying established legacy media concentration trends. ► Analyses methodologies to assess media concentration. ► Provides a worked example applying one methodology to the contemporary UK media sector. ► Proposes public policy shift towards encouragement and support of new entrants.