Who comprises the media? How do these companies influence what we watch, read, and listen to?
How might ownership of a media company impact its coverage? How might the owners and decision‑makers behind media outlets, and their goals or pressures, influence the stories we receive?
How can understanding who shapes media support informed self‑government?
Objectives
Students will
Define media institutions.
Identify examples of media institutions.
Explain the basic idea of media ownership.
Recognize different types of media ownership (private, public, conglomerate, independent).
Understand why ownership affects the media they consume.
Resources
Student Resources
A device with access to the internet
Anticipate
Ask students: “What were the last three things you watched, read, or listened to?”
The ask: “Do you know who makes it?” Write those answers on the board; examples include Netflix, Spotify, Disney, and YouTube.
Explain that these are media institutions, or organizations that make and share media (TV, movies, news, music, and apps). They create content and distribute it. They influence what we see, hear, and learn daily.
Engage
Have students investigate the ownership of one of the things they listed in the Anticipate section.
Ask, “Is this outlet independently owned, part of a chain, nonprofit, or owned by a large corporation?”
What factors might shape this outlet’s coverage or content, such as ownership, business model, political goals, audience, or economic pressures?
Explore
Explain that media ownership means who controls the media companies that create the news, shows, apps, videos, and music people consume every day.
Tell students “Media ownership refers to who controls the companies that create news, shows, apps, videos, and music. But ownership is only one part of what shapes media content. Companies are also influenced by: advertisers, subscribers, government rules, audience expectations, and their own goals and values. Why does this matter? In a democracy, people depend on media to make informed decisions about their communities and government. Knowing who owns media helps citizens think critically about whose voices are amplified, which issues are prioritized, and what information may be missing.”
Then add:
“Why should we care who owns our media?”
Because different owners may have:
Different goals (making profit, informing the public, promoting a political viewpoint, supporting local communities).
Different priorities (entertainment-focused vs. public‑service focused).
Different pressures (advertisers, shareholders, donors, government).
Different limits (local stations may not have resources; large conglomerates may standardize content).
These goals and pressures can shape:
What issues or ideas are highlighted or downplayed
How national or local stories are framed
Whose voices get included—or left out
What topics become popular or disappear from coverage
Introduce the four types:
Private/Commercial media- companies that make money from ads or subscriptions
Public media- funded by the government or the public
Conglomerates- giant companies that own lots of smaller brands
Independent Media- small, local, or individually owned outlets.
Share that “This example focuses on broadcast control—who is allowed to distribute content through public airwaves—not editorial decisions about what content gets created. Both matter because they shape the information people receive, but in different ways. Government regulation often focuses on limiting how much an audience one company can reach. This is different from what stories are covered, but both influence how much power a company has over the information people see.”
