WHAT IS PLURALISM?
Pluralists view society as a system of competing groups and interests, none of them predominant.

Opposite to the marxist perspective - rejects the concept of 'Mass Culture'

Pluralism takes a more flexible and open view, arguing that for a class to resond to the media it is determined economicaly and by the audience.

AUDIENCE
If the audience do not like the text they will simply buy it or watch it. The audience is seen as playing an active role in the media, selecting texts from a vast range, consuming them, not receiving them passively. Therfore the media will respond to this buy changing their output.
Audiences are perceived as a capable of manipulating the media and having access to what Halloran calls "the plural values of society", enabling them to conform, accomodate or reject.

AM I A PLURALIST?
I believe that i am a pluralist, because as a member of a media audience, i agree that i do play a part in the manipulation process. If there is a certain text in which i do not enjoy, i will simply not watch it. I will only watch a text if there is some sort of an entertainment factor.