Today, what Australians know may significantly differ depending on their source of news. Differences characterize the modern world, and the same case applies even in the media. Most people learn how society functions through popular culture consumption and the manner in which the media outlets deliver such messages. The commercial and non-commercial televisions have different ways of broadcasting shows to the viewers as they exist on-screen for very different reasons (Commons, 2012). What seems to lack in the current knowledge is how the media can embrace cultural diversity and intercultural practices, even when the program is a commercial show that needs to marginalize a particular portion of the population. The problem of the study is that there is a big gap in information regarding how different are these shows; the commercial and non-commercial television and to what extent does the show either marginalize or present various cultures. Therefore, the study aims to reflect on differences in media, specifically between those shows that uphold dominant discourse or disempowers difference and those that promote a better opportunity for an alternative voice to be heard.
Literature Review
The literature review aims to focus on different parts of the thesis regarding the reflection of differences in media. Research has been previously conducted concerning this study topic, especially on commercial and non-commercial television shows. According to the previous studies, some of the TV shows disempower differences while others promote opportunities to ensure that various voices are heard. Differences in media is a problem because the existing ones are between the commercial and non-commercial television, which is alarming because some show tends to marginalize viewers rather than including various cultural backgrounds to promote diversity. According to research, differences exist between the commercial and non-commercial media; one of the fundamental difference being the fact that the primary element of a commercial television program is to increases sales to the audience and not programming (Howard " Amenat, 2006). Thus, in the commercial television, the main focus is the sale of products or increasing profits.
According to Sampedro, commercial television is known to influence public opinion, which is unfortunate because some shows are biased by cultural or ethical standards representing the elite sectors of the society (2001). In commercial programs, since the day the show is launched, the goal of the writers, executives, and producers is to make a profit out of it. The ultimate aim of the commercial demonstrates the capability to achieve syndication and project infinitely profits. Before releasing a TV program, the Upfront presentations show the interests of the industries in disenfranchising and franchising their audience. They can reach their goal of maximizing sales and profits by tailoring a show to specific profitable viewers. But, in a non-commercial system, such a narrow focus does not exist, and it does not require Upfront presentations to excite the advertisers, but rather the focus is on the service to the public (Commons, 2000). The non-commercial media focus on the type of content shown on the television hence a more unique and quality programming. The non-commercial shows also include educational programs that are entertaining and informing the viewers. In most cases, the non-commercial shows tend to represent different cultural backgrounds, hence making a positive impact in the society as everyone feels that they have been represented.
Methods
The adopted research methodology involved watching two programs from both the non-commercial and commercial television systems and select one for each to make the centre of the study. The two samples were analysed to assess and determine the issue of marginalizing specific population or a fair representation of alternative voices to help provide some answers to the problem of the study. The cross-sectional study design was used to find the prevalence of the marginalisation problem in television shows as well as obtain the best show to work with as samples. Besides, in order to narrow down to two samples, random sampling has used a strategy to select the media that would fit the research questions (Devers and Frankel, 2000). ABC channel was used as Sample 1 to illustrate that some programs disempower difference in the society while Little J and Big Cuz show were utilized to analyse a fair cultural representation in the media.
Results and Finding Analysis
Sample 1 from ABC News was accessed via YouTube to view the past video coverage of political parties from elections. One of the main ways that people get to air their voices is through political parties; thus the study concentrates on the aired political coverage in general during Australian election campaigns. Studies on bias or dominant discourse are very thin on the ground since measuring the supposed marginalisation is not easy. But, checking whether the ABC program provided significantly more time to one side of the politics than the others during elections was one way to handle to assessment (Australia Elections). For instance, in 2013 the ABC channel spend more time covering ALP meetings, which shows a big difference when compared to others.
Political Party
Min: Sec.
Coalition
47:10
ALP
55:53
Greens
31:57
PUP
3:49
Independents
16:46
Figure 1: Shows 2013 federal election coverage
From the obtained data, it is evident that the ABC channel favoured some parties more than the others; thus, translating to the fact that some alternative voices did not have the chance to air their views. The results concurred with the previous results that some television shows are all about making profits without considering those involved. For example, in this case, some parties were marginalized, especially the independent candidates and were not offered enough time to air their manifestos. Such also affect a portion of a population who depend on television shows for information since they never got to hear what all the candidates had to offer. Hence, it is safe to suppose that the ABC shows were disempowering difference as they failed to give all the candidates equal chances to sell themselves to the viewers. Instead, the channel chooses to represent the popular political parties in a big way, most likely because they would earn more from them than from the others.
Contrary, there exists shows that promotes better chances for every voice to be aired and heard as represented by Little J and Big Cuz, a show aired by SBS. The TV show provides a positive representation of indigenous culture through the story of two cousins along with their family and school. Cultural differences inclusiveness in the show enhance better representations because it demystifies indigenous culture for the non-indigenous children hence enable schools and the society as a whole to value and share the knowledge and culture as much as the show has interpreted schools for the indigenous children.
Discussion
The main finding of the study showed that there exists several differences on various televisions shows, particularly considering the commercial and non-commercial ones. For instance, it was found that the ABC video coverage shows aired during the 2013 federal elections favoured some parties as some candidates were broadcasted more or less than others. Such is not fair because the show upheld dominant discourse and possibly disempower difference in representations as the public did not access every candidate. However, on the other hand, a show aired by SBS called Little J, and Big Cuz indicated that some shows promote better chances in representations (Little J and Big Cuz). The show fairly represents indigenous cultures, hence offer an opportunity for the alternate voices to be heard since it is inclusive. The main results concur with the previously conducted research that supposes that there exist differences in media. The commercial and non-commercial televisions presented differences because both are aired for different reasons.
Cultural diversity is an important aspect of modern society, and the media outlets enhance the development of the practical policies to promote working with cultural diversity and differences through several policies and practices implied by the obtained results (Howard and Amenat, 2006). For example, it is essential to recognize that the media influence people from all around the world and ensure equal representation of all cultural backgrounds on-screen. Such can be done by ensuring that the show production necessitates the show’s impact to the society; thus, even when the television show is for commercial purposes, then it is inclusive to ensure that no one feels left out. Besides, the media executives and production teams can implement policies that only approves the scriptwriter with the sense of inclusiveness.
Strengths and Limitations of the Study
One of the main strengths of the research is that it is involved with samples that are available on-screens and aired through television channels. Thus, it was easier to gather as much information to help narrow down to the right sample that would provide an extensive study to solve the research questions. Besides, the study was fascinating and exciting as most of the shows that were watched during the sampling were entertaining, which kept the mind afresh throughout the study. However, the research methodology had some limitation, particularly the qualitative approach used to gather data from the secondary sources for the literature review. While qualitative survey study may appear sufficient, there was a large volume of data to be analyzed and interpreted to make a derivative conclusion hence the whole process time-consuming.
Future Research
Notably, media outlets fail to recognize that they should be inclusive and represent the society as a whole instead of marginalizing some population or audience. However, less has been done, or research on how media can ensure that they are in the business to better people lives by offering them with equal opportunities to air their voices. Thus, research can be conducted on how and why media should invest in cultural diversity and intercultural development as it will help promote cultural awareness in media outlets as well as the society as a whole and create a sense of belonging.
Conclusion
Despite the inherent difficulties and challenges that might face the media outlet interested in promoting cultural diversity in the society, the need for increased support for this kind of work is now greater. The world needs togetherness to operate efficiently, and such can only happen if people appreciate each other regardless of their cultural background. Although it is a fact that both the commercial and non-commercial television programs do not have the same focus, it is also essential to ensure that they are inclusive and do not marginalize specific population for any given reason. Promoting international cultural exchange programs on televisions is one way to minimize the negative influence from the media.
References
Australia Elections. ABC News. Retrieved from https://www.youtube.com/results?search_query=abc+australia+election+coverage
Commons, C. (2012). Defining ‘Noncommercial’: A Study of How the Online Population Understands ‘Noncommercial Use’, September 2009.
Devers, K. J., " Frankel, R. M. (2000). Study design in qualitative research--2: Sampling and data collection strategies. Education for health, 13(2), 263.
Howard, R., Idriss, S., " Amenat, O. (2006). Research Base for the High-level Group Report: Analysis of Media. This paper was prepared by the Alliance of Civilizations Secretariat for consideration by the High-level Group. New York.
Little J and Big Cuz. Retrieved from https://www.youtube.com/results?search_query=Little+J%2
Sampedro, V. (2011). New Genres in Commercial Television and Their Effects on Public Opinion. Unpublished paper, Universidad de Salamanca.
