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Media regulation is the process of providing rules and legally binding guidelines that set boundaries around the behaviour of media companies, producers and audiences.
Regulation is not the same as censorship and there are many reasons why it’s necessary to regulate the media. While some think regulation is for the ‘greater good’, others argue that the more the media is regulated, the less freedom our society has.
These reasons can also be challenged in the context of a more globalised media.
FORMS OF REGULATION
Censorship, Ratings, Classification, Codes of Practice, Laws regarding ownership, Government legislation and regulation, Parental regulation, Government regulation, Community Regulation Self-regulation.
REASONS TO REGULATE
To protect children from potentially harmful or damaging media images.
To protect adults from seeing unsolicited material that is likely to offend.
To protect cultural identity. In Australia, there are minimum requirements for the amount of Australian content on television and radio. The Australian Content Standard (2005) mandates a 55% quota of Australian content on television between 6 am and midnight.
To protect media ownership: reduce monopolisation and foreign ownership. The media is considered a ‘sensitive sector’ and it is important that it’s free, unbiased and distinctively Australian.
To prevent copycat behaviour. FreeTV Australia and the Advertising Standards Bureau have guidelines for the advertising of food and beverages to children which state that they should not promote an ‘inactive lifestyle’ or ‘unhealthy eating or drink habits’.
To protect cultural norms. FreeTV Australia and Commercial Radio Australia have guidelines relating to the portrayal of suicide. Commercial television and commercial radio codes of practice have guidelines pertaining to the portrayal of women, Indigenous people and cultural diversity because it is believed the media should not promote prejudice and intolerance.
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