In the previous clips,

we have talked about the definition of media governance,

and we covered a very basic spherical model of governance.

In the next clips, I want to zoom in on the evolution of

the watchdog and fourth estate ideal because

these ideals on the role of the media and society

have greatly influenced the governance models of today.

But before we start there, however,

I would first like to look back a bit to

an earlier time when these ideals were not yet formed.

I want to look back to early modern models of media governance.

In the medieval and early modern world,

media served as a tool for

the powerful elite to reach their subjects, clients and consumers.

Kings, councils and corporations made use of mass media.

Rulers needed to inform their people about practical things like laws,

taxes, wars and diseases.

Merchants and corporations wanted to advertise

their wares and inform people on prices for buying or selling goods.

Religious leaders use channels to tell people what to think and how

to interpret a complicated and sometimes scary world.

The powerful elite use mass communication for

propaganda to convince people that they should be content with their laws,

not rise up and be docile followers to the powers that be.

Often, media were actively used as an opium for the people,

to distract people and keep their minds off revolutionary thoughts.

Of course, the media landscape had many more mundane functions as well.

In some countries, a postal system had evolved.

Coins told people who the king or ruler was.

People all over the world were shouting religious messages.

Newsletters were passed from merchant to merchant to inform on blockades of ports,

ships that had been wrecked by storms and food shortages in regions.

Graffiti was used to defame a local ruler.

Through drums, African soldiers were able to communicate effectively over huge distances.

Playwrights were hired by councils to further

their political goals or to win favor of the people et cetera et cetera.

In our course, introduction to communication science,

we dive deeper into the history of the media landscape.

What is important now is the means of governing these channels.

The early model is actually quite simple.

These channels serve the goals of the powerful elite and

the people behind these media served at the beck and call of said elite.

To put it in a metaphor,

the media served as a lapdog of kings, councils and corporations.

Of course, there was the critical sound now and then.

Sometimes rebellious pamphlets were printed and distributed,

challenging the status quo,

but overall, the model was quite simple.

They were always an instrument usually wielded by the dominating elite,

sometimes used as an instrument for change, worldly or religiously.

The media were not yet regarded as a power upon themselves.

This time-old model of the subservient media

changed drastically at the turn of the 18th century.

Media as Lapdogs of Kings, Councils and Corporations: Early-Modern Models of Governance

Media ethics & governance

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