Liberal pluralism

In opposition to Marxist methodologies which understands media as operating to maintain bourgeoisie’s hegemony, liberal pluralism thinks that media is supposed to be subject to the requirements of its consumers. 

Instead of transmitting hegemonic values or ideologies, Liberal Pluralism supports different views and opinions being passed through media. So, this means that media is completely free to express itself the way it sees fit.

A liberal-pluralist perspective believes that media is a subject of healthy debate and criticism thus its audiences either select or reject the different opinions, values and ideologies that are being offered to them by media. 

They see the mass media as having a generally positive and beneficial role in contemporary society