BLOG POST 3: MEDIA INDUSTRIES AND OWNERSHIP

WHO OWNS IT? WHO CONTROLS IT?

The media we consume is shaped by ownership and control, influencing what stories are told and how they are framed. Growing up in Melbourne, watching Channel 7 News was the norm for me. However, after moving to Wollongong, I noticed many locals rely on WIN News for their updates. This shift made me question who owns these networks and how that impacts public perception.

Channel 7 News is owned by Seven West Media, one of Australia’s largest media groups, with Kerry Stokes as it’s largest shareholder. Similarly, WIN News is owned by the win Corporation, controlled by Bruce Gordon (Lidberg, 2019). WIN primarily broadcasts Channel 9 content, but also produces local bulletins tailored to regional audiences.

Australia has a very concentrated level of media ownership, with a vast majority of the news content owned by corporations such as News Corp, Seven West Media and Nine Entertainment. See the diagram displayed in (Lidberg, 2019) at the bottom of this blog post – It demonstrates the small, handful of people who control most of the media in Australia. It is incredible to see the amount of control they have over Australia’s views, opinions and ideologies.

Concentration within the media’s ownership allows these corporations to have dramatic influence over what content is made and how it is delivered. Despite public concerns, the issue remains largely unregulated, with the ownership concentration continuing to grow. Whilst digitalisation was expected to decentralise media power, it has instead replicated dominant media structures.

The question of trust in media is complex. Legacy media outlets like channel 7 and WIN News have long-established audiences who trust them as sources of information. However, as people become more aware of ownership structures and bias, many are turning to alternative sources, particularly social media, Platforms like Instagram and Tiktok offer bite-sized news updates, often accompanied by public discussion in the comments section. While this allows for engagement and exposure to diverse viewpoints, it also increases the risk of misinformation due to the lack of editorial oversight.

My own media consumption habits have shifted, although I grew up watching Channel 7 News, I now tend to use online platforms, where I can digest news in smaller chunks and explore different perspectives. Social media allows me to engage with various viewpoints, read discussions and form a more well-rounded understanding over current affairs. However, this shift also demands critical thinking, as online sources are not always reliable.

Ultimately, understanding who controls our media is crucial in developing media literacy. The influence of corporate ownership shapes not just what we watch but how we interpret the world. By questioning our sources and seeking diverse perspectives, we can ensure we are not simply consuming narratives dictated by a powerful few.