The convergence of formerly separate and distinct media companies and their respective technologies is one of the major developments in the Information and Communications Technology (ICT) sector of Canada. Encouraged by the deregulated environment and the need to be in tune with the latest available technologies, traditional big companies have opted to purchase fellow players in the industry that are in possession of the latest breakthroughs.
Hence, all the newspapers in circulation, the radio stations on air and the television channels in view can actually be traced as operations owned and run by only a few conglomerates. (Tate 14) The competitive advantage afforded by the expanse of the channel distribution and the established marketing network of the conglomerates will keep them ahead of the smaller companies in the exhilarating and fast-paced media industries. The control wielded by these elite few does no good to the quality of products and services of the converged industries.
As the ones with big names, these giants could not care less for the content and substance of their media products and services. In the interest of maximizing profits, they have implemented strategies that utilized their multi-platform presence and they never missed any opportunity to optimize their economies of scale. (Tate 14) All these tactics that border on monopolistic schemes were allowed by the national government of Canada. There hitherto are no rules against the entry of companies in as many broadcasting undertakings as they see fit.
Hence, even the improper use of media has not been curbed. Owners of media companies seemed to have acquired license; they aired out biased views and penned one-sided lines for media packages that were generally assumed by the public to be objective and relevant. They engaged in all these unprofessional media practices, and their constitutional rights have allowed them to get away with it. (Mills 29) Consequently, the main principles of journalism and news production have been disregarded.
To adapt to the distorted media practices upheld by the powerful conglomerates, writers of newspaper articles have learned to stay away from issues and topics that would not win the owners’ approval. It has become the only way to have their written works printed – it has become the only way for them to stay in the writers’ pool and to earn their keep. Their independence and professionalism as writers have been compromised. (Mills 29) Owners are well aware of the rights that they can assert as owners of conglomerates that control a good part of the country’s media industries.
However, knowing one has rights does not always have to mean wanting to enjoy the prerogatives that they are entitled to or the opportunities that are within their reach. (Thrift 227) After all, the admirable and generous thing to do is to go for what is best for the society as a whole. The social responsibility theory, then, upholds the duty of the big conglomerates to ensure the protection of the professional independence of the writers.
Even if they are subject to the rules in place in the organizational structure that they are part of, the writers are to be given autonomy and the authority to decide on the topics they want to cover and on the sides they choose to take. (McQuail 192) Clearly, though, some heads of media conglomerates care not to attend to such social responsibility that rests on them as persons in key positions for making life better and happier for the people.