Media ownership is a topic of interest in journalism study since it is established that ownership has an influence on the content and practises of journalism. Information, like money and authority, is now referred to as “power.” Companies that control the information that is broadcast to the public are increasingly considered as powerful forces in shaping public opinion. Many people pay attention to mass media organisations because they are the “fourth power” in society. Studies have been conducted on media ownership and its implications on many areas of media performance. Many academics are interested in this issue because of the importance of mass media in society’s social life and its power to influence public opinion.
The key to recognising the presence of a given sort of content within an organisation is to look at organisational characteristics. At this stage, decisions are taken on target audiences and content types. The consequences of ownership on serving the public interest are part of a larger subject of how ownership affects content in the media. There have been a lot of studies that have been able to ascertain who owns media.
A study of the effects of foreign ownership on content by Hollifield (1999) found significant differences between domestically-owned and internationally-owned newspapers in the coverage of local stories. Control for circulation size and size of newspapers did not diminish these differences. Some research looked at the influence of newspaper ownership and size on space and content allocation for various types of content. Lacy (1991) discovered that ownership had little impact on how news was distributed. When compared to individually owned newspapers, group-owned newspapers featured fewer articles and more space and stories devoted to editorial and op-ed material.
In marketing, customers want to consume, engage with, and share brands’ content. Brands can accomplish the three goals of engagement, efficiency, and scalability by planning and evaluating audience interaction with the same commercial acumen as any publisher. If the ownership of these brands is dominated by person A, then the marketing will be done keeping the personal benefits in mind. For instance: brand messaging, content, tonality, opinions, etc. A brand has the power to persuade just like any media, therefore, people who own them share the privileges.
Hence, media ownership impacts the content strategy and marketing to a large extent. Especially in the current scenario, where media is mostly owned by powerful people who have been directly or indirectly involved in politics.