1. Student no: s13161812 Reflective Response to Reading – Week 2 MED4105
1 | P a g e
Gemma Harris
Within week two’s reading the key argument of the author is that Journalists are not
independent enough and rely upon other sources resulting in PR and other agencies
influencing news stories. An important point is that Journalism’s ‘apparent’ reliance on PR is
affecting factual reporting “The line between journalism and PR*between factual reporting
and partisan narrative*becomes blurred”. This relates to last week’s reading along with
another point about Journalism and PR having a “‘‘trading’’ relationship” and being
“inextricably linked’’ suggesting they mutually need one another but can have a relationship
that is too close. (Lewis and Williams et al., 2008, p. 2).
Two key theories that convey the subject under discussion are by Herbert Gans stating
“sources do the leading” and Tom Baistow claiming “journalists must establish their
independence of sources or risk the fourth estate being driven by the fifth” together
implying that journalists depend upon PR; they also suggest that PR is becoming more
powerful.
The increase of PR is a growing concept “As journalism flounders, public relations continues
to thrive.” This suggests whilst the future for journalism isn’t looking good, public relations
is dominating. However, it is also stated “public relations courses on offer need journalism
as their stablemate”, (Evans, 2010, p. 31), when discussing studying PR and journalism. This
implies no matter how superior either industry is they will always need each other to
survive.
Another reading explores not just the power of PR but power and the media. It discusses 2
aspects of power: the power of control and the power of self-determination. Power is then
related to the media by three aspects: there can be powerful media by it impacting on
something, media can make people powerful, for example, when people own media

2. Student no: s13161812 Reflective Response to Reading – Week 2 MED4105
2 | P a g e
Gemma Harris
organisations or media can ‘act’ as an agent of power instead of the power originating in the
media. Two methods in which power is exercised are also mentioned: a physical force or the
force of ideas.
The force of ideas relates to Karl Marx’s theory of ideology; ideas construct perceptions of
society. A real example of this is the stereotype that youths are violent, sometimes
expressed within media. Therefore, this idea is presented as a truth; it is ‘common sense’.
Marx’s theory of ideology challenges common sense thinking.
Further investigation could be “How do new media platforms have an effect on the influence
that PR has on journalists through media ‘acting’ as an agent of power?” A suitable
methodology would be an ethnography of new media.
In conclusion, I gained the understanding and knowledge that most news stories are
influenced by other sources but it’s not always their fault. It can be due to time constraints.
This has resulted in the decreasing independence of journalists and the increasing Power of
PR and other agencies. Overall, meaning that media is perhaps influencing audiences falsely
through its power.

3. Student no: s13161812 Reflective Response to Reading – Week 2 MED4105
3 | P a g e
Gemma Harris
Bibliography:
Evans, T. 2010. We are all in PR now. British Journalism Review, 21 (2), p. 31.
Lewis, J., Williams, A. and Franklin, B. 2008. A compromised fourth estate? UK news
journalism, public relations and news sources. Journalism Studies, 9 (1), p. 2.