In “Global Media, Neoliberalism, and Imperialism,” Robert W. McChesney writes that the Internet will not “slay the power of the media giants. ” Since many of the top websites are owned and operated by these “giants,” it seems that the Internet is following in the footsteps of TV, radio, and print media. I agree with the author’s point, but feel that he minimized the importance of this trend. Due to mergers, commercial power, and advertising dollars, only a few companies can compete in the industry.
While the Internet encourages small businesses and individuals to purchase access to a global audience, their small budgets are overwhelmed by companies such as AOL-Time Warner and Microsoft, who are online as well. These conglomerates control what we read, hear, and see. Since they have similar interests – minimal regulations by the government, capitalism, and control of the market – consumers are regularly hearing the same message. The Internet, in theory, could provide alternative viewpoints. However, as McChesney implies, this is impossible.
Eventually, any online media company that gets too big or too profitable may be bought by one of the conglomerates. The author devotes only one paragraph to this point, but I feel it is very important. Now, it is possible to go online to find news articles and videos that report different events with different viewpoints. If the media conglomerates continue to merge and edge out the competition, consumers will receive one message regardless of where they turn. McChesney, Robert W. (2001). Global Media, Neoliberalism, and Imperialism. Monthly Review, 52(10), 1.