Underlying every newspaper article, upon printed and digital images, linger the most influential people in Australia’s news, and they are the Murdoch’s, the Gordon’s, the Packers and Kerry Stokes. Mass communication media within Australia singles out these handful of individuals regarding it’s ownership, Australia’s largest media company is Rupert Murdoch’s ‘News Limited’ which controls ‘The Daily Telegraph’, ‘Herald Sun’ and of course ‘The Australian’ whereby they are the main newspaper platforms, along with the hoards of online sectors such as ‘news.com.au’ just to add the sugar on top. Though generative media is taking over giving the power to audiences no matter where, legacy media (that of Rupert Murdoch owns) still influences consumers, funneling content which individuals as powerful as old Rupert over there ultimately controls.
The question is, does this mass ownership of media matter to the citizens of Australia? And the answer is YES.
With Rupert Murdoch having these platforms in the palm of his hands, he can pick and choose according to whatever context what we as consumers are taking in and with his ownership of diverse forms of distribution we cannot escape it without some form of exposure. For example Murdoch’s newspapers and sites post articles targeting particular individuals, in regards to politics, he did just that to Kevin Rudd towards his claims on the National Broadband Network (NBN).
Again reports say that in the Federal Elections during 1972 Murdoch used his power through his media to support Gough Whitlam and the Australian Labour party voicing his and Whitlam’s opinions on the Australian public, by 1975 he then changed his views over the concessions of mining operations and his request to become High Commissioner to the UK clearly showing his fickle attitude accompanying his ambitions. Given that he controls 70% of the capital city newspaper circulation in Australia, his moods and beliefs are a material factor during elections in Australia <https://truthinmediaresourcecentre.wordpress.com/tag/australian-news-media-ownership/ >
After the 2010 election, which resulted in a minority Labor government. Murdoch made clear to his Australian editors and senior journalists that the Gillard government was inept to run the nation hinting that Abbot was the man for the job. His newspapers (whereby he previously supported and built upon the Gillard leadership in 2010) campaigned strongly against the Gillard government, pin pointing the the major issues within the country including asylum seekers and climate change.
It does matter who owns the media, especially in Australia though, to what extent? Through political change within the nation sparks conflicting perspectives between the big players that is our media and their controllers. Will we as people, be able to have the same effect on the media as these media icons?