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    Methodology

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    Theory: media pluralism as key for democratic societies

    Media pluralism is a key aspect of democratic societies as free, independent, and diverse media reflect divergent viewpoints and allow criticism of people in power.  
     
    Generally, you can distinguish internal media pluralism which refers to how social and political diversity are reflected in media content (e.g.

    representation of different cultural groups, diverse political or ideological opinions). External media pluralism, on the other hand, covers the number and structure of owners also known as the “plurality” of suppliers. 
     
    Risks to diversity of ideas are caused by media market concentration – the opposite of media pluralism :

    • when only a few players exert dominant influence on public opinion and raise entrance barriers for other players and perspectives (media ownership concentration); 
    • when media content is uniform and focused only o