In a world becoming increasing saturated with media, have you ever taken the time to consider who owns and is producing all this content? If not, you probably should…
Australia’s level of media ownership concentration is already one of the highest in the world. – Shadow minister for communications, Michelle Rowland, press release, November 8, 2016.

Big media companies are monopolising, growing larger and larger. Of course, this means that their reach, influence and power is also growing.
There are seemingly plenty of instances where owners of newspapers/ tv programs are controlling and influencing the content that is produced.
For example, Rupert Murdoch (who owns 70% of all Australian Newspapers) does not believe in climate change so his newspaper ‘The Australian’ never published articles about it, other than stories saying it wasn’t real.

His personal politic views also effect his newspapers also influences the politics ‘The Australian’ and ‘The Daily Telegraph’ newspaper constantly vilifying labour.


It’s a different situation for the owners of media platforms (like Facebook, Instagram, YouTube etc.) because the users are able to produce and share their own content.
What most people don’t know, is that whilst they might technically retain the ownership of their uploaded content, social media platforms are largely permitted to do whatever they like with content uploaded onto their sites, including using, sharing and selling their users’ work.
“In Australia, original material such as text, photos, images, video, and audio are protected under the Copyright Act 1968 (Cth)…Generally, the author or creator of a work is the copyright owner, with the exclusive rights to control the reproduction or display of the work, and the exclusive right to profit from the work.” – McCabe Curwood – Amelia Cooper and Elisa Blakers
Unlike traditional media companies where one person is controlling the information you receive, in the case of social media platforms, it is one person (or a small group of people) controlling the information you give them.
This is seen in the “Facebook & Cambridge Analytica Scandal” a major political scandal in early 2018 when it was revealed that
Cambridge Analytica had harvested the personal data of millions of people’s Facebook profiles without their consent and used it for political purposes.
This leads to the question, should we trust them?
Does it matter who owns the media?
The short answer, yes.
The way we imagine the world to be is often the way the world is represented in the media.
So, it is extremely important to receive multiple and varying perspectives, so that you are prompted to question and evaluate your understanding of the world, your beliefs and your ideology.
The first step towards controlling the values and future direction of society is through successfully controlling the media. So, it is important to recognise that fewer and fewer people are dictating how we see the world.
“Democracy is at stake, but the people in power aren’t listening because they are very happy with the way they can easily dominate the news cycle.” (Donovan, 2011)
As such, we must always consider, who is producing what content and why?…
After all almost everyone has a motive…
Remember to comment and let me know what you think!
Resources:
- Dwyer, T. (no date) FactCheck: is Australia’s level of media ownership concentration one of the highest in the world?, The Conversation. Available at: http://theconversation.com/factcheck-is-australias-level-of-media-ownership-concentration-one-of-the-highest-in-the-world-68437(Accessed: 29 March 2019).
- Concentrated media ownership: a crisis for democracy (no date) Independent Australia. Available at: https://independentaustralia.net/politics/politics-display/concentrated-media-ownership-a-crisis-for-democracy,3259 (Accessed: 29 March 2019).
- Who owns my social media content? (2017) McCabe Curwood. Available at: https://mccabecurwood.com.au/who-owns-my-social-media-account/(Accessed: 29 March 2019).
- Why Rupert Murdoch can’t be stopped (2013), The Monthly. Available at:https://www.themonthly.com.au/issue/2013/november/1383224400/robert-manne/why-rupert-murdoch-can-t-be-stopped (Accessed: 29 March 2019).