Abstract

This study explores the dynamic intersection between pluralist theory and the economic logic governing media content. Pluralist theory advocates for a diverse and inclusive media landscape, crucial for a healthy democratic society, where multiple voices and perspectives are represented. Conversely, the economic logic of media content often prioritises profitability, driven by advertising revenue, market competition and audience targeting, which can lead to content homogenisation and the underrepresentation of minority viewpoints. This study delves into the theoretical underpinnings of pluralist theory and the political economy of media, providing a conceptual review of key terms and ideas. It examines empirical studies that highlight the tension between economic imperatives and the ideals of media pluralism, using a library research methodology to synthesise findings from contemporary literature. The discussion focuses on the implications of these dynamics, revealing the complexities and challenges inherent in balancing economic goals with the need for diverse media representation. Recommendations are proposed for policymakers, media organisations and educators to foster a more pluralistic media environment. By addressing the economic constraints and advocating for regulatory and innovative approaches, the study aims to contribute to a deeper understanding of how to maintain media diversity in an economically driven landscape.

Key Words: Pluralist Theory, Economic Logic, Media Content, Media Pluralism, Media Diversity.

About the Authors

* Samson Ighiegba Omosotomhe, Ph.D., is a Senior Lecturer in the Department of Mass Communication, Ambrose Alli University, Ekpoma, Edo State, Nigeria. He was formerly a lecturer at Auchi Polytechnic, Auchi, where he taught for ten years. He has a bias in advertising/public relations, brand building and merchandise, political communication, organizational communication, new media, communication for development, and communication research.

** Oguchukwu Raymond Okeke is a doctoral candidate in the Department of Mass Communication, Glorious Vision University, Ogwa, Edo State, Nigeria. He is a media and communication researcher, a writer and a scholar. His research interests are in strategic communication, media studies and new media.

^JCMR Journal of Communication and Media Research, Vol. 17, No. 2, October 2025, pp. 17-24

© Association of Media and Communication Researchers of Nigeria (AMCRON).

Article Citation

Omosotomhe, S. I. & Okeke, O. R. (2025). Pluralist theory versus economic logic: How Nigerian media organisations navigate economic pressures and pluralistic values. Journal of Communication and Media Research, 17 (2): 17-24.

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