Putting Ends and Means in the Right Place: Media Pluralism Policies in Central and Eastern Europe

The role of the media has long been seen as profoundly important in fostering diversity in the public sphere and in the creation of a collective imagination. Diversity enables us to question taken-for-granted beliefs, and helps us to inspire, to invent, and to attune ongoing social action to political and cultural representations, as well as to technological change. In normative terms, pluralistic media structures are expected to create an environment that provides multiple ‘frames of reference’ and offers an open space where various groups in society can articulate their opinions and interests (Schulz, 2004). At the same time, this diversity is connected to sameness — the common place — that derives its significance from each person being able to see and hear from a different perspective (Arendt, 1958, p. 57). In other words, media diversity is a means not an end to a well-functioning society, with a vibrant public sphere, well-informed and knowledgeable citizens, and sustainable cultural and economic development.