The purpose of the study was to investigate the extent to which media owners control affects the
operations of media houses. The study was guided by three specific objectives and these
included; to examine the extent to which media owner and external force influence the daily
operations of media organizations, to find out how profit maximization motives of media
corporations affect the quality of content produced, and to establish the magnitude at which
media content impacts on the audience.
The study employed a cross sectional survey design including both quantitative and qualitative
forms and in-depth research interviews and questionnaires were employed in data collection.
From the study findings, it was reported that media owners influence the political direction of
society; media owners who are politicians are usually concerned with immediate problems in the
performance of the media. Further findings reveal that Some respondents said that while it may
not always be profitable to supply public affairs information, the impact of news about
government and politics creates a third motive for news outlet owners a desire to influence the
outcome of elections. One of the areas which the majority of respondents mentioned that some
people provided sympathetic papers with payments in election years. Newspapers were clearly
identified with particular parties in the same way that news outlets today have brand reputations
for their mix of hard and soft news. However, respondents argued that media is seen in a
democratic nation to ensure the free flow of information and the interplay of opinion. And of
course, to guarantee citizens the full rights of free “expression”. They said that both the issuer of
communication and the consumer enjoy these rights. Further still, respondents also argued that
the press in a democracy has a political role of providing information and to enlighten the public
so that it is capable of self governance.
The government should also enact laws that will regulate unhealthy cross media ownership trends that may eventually stifle diversity in news coverage. This can be done by enacting laws that create an enabling business environment with few barriers to new entrants and availing a level playing field to all business people. This scenario will create competition which ensures that news coverage is balanced and fair. and that there are wider opinions, views and perspectives that the greater public may use to arrive at important decisions.
MARKO, N (2021). Media Ownership And Its Influence On Content In South Sudan Television (Sstv). Afribary. Retrieved from https://afribary.com/works/media-ownership-and-its-influence-on-content-in-south-sudan-television-sstv
MARKO, NAOMI "Media Ownership And Its Influence On Content In South Sudan Television (Sstv)" Afribary. Afribary, 11 Jun. 2021, https://afribary.com/works/media-ownership-and-its-influence-on-content-in-south-sudan-television-sstv. Accessed 27 Sep. 2021.
MARKO, NAOMI . "Media Ownership And Its Influence On Content In South Sudan Television (Sstv)". Afribary, Afribary, 11 Jun. 2021. Web. 27 Sep. 2021. < https://afribary.com/works/media-ownership-and-its-influence-on-content-in-south-sudan-television-sstv >.
MARKO, NAOMI . "Media Ownership And Its Influence On Content In South Sudan Television (Sstv)" Afribary (2021). Accessed September 27, 2021. https://afribary.com/works/media-ownership-and-its-influence-on-content-in-south-sudan-television-sstv