REGION : MANICALAND______________________________________________________

PROGRAM : BANCHELOR OF ARTS HONOURS IN MEDIA

STUDIES__________________________________________________INTAKE:2________

FULL NAME OF STUDENT : COURAGE MARIYA _____________PIN: P2026187D

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ADDRESS:couragemariya@gmail.com_______________________________________________
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CONTACT TELEPHONE/CELL: 0775505704___________________________ ID. NO: 13-

279373A13 _________________

COURSE NAME: MEDIA MARKETING

COURSE CODE: BAHM 208

ASSIGNMENT NO. e.g. 1 or 2: 1________________________ DUE DATE:

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ASSIGNMENT TITLE: USING EXAMPLES FROM ANY MEDIA ORGANISATION OF

YOUR CHOICE , CRITIQUE THE THEORY OF CONSUMER
SOVEREIGNITY . ._______________________________________________________________
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MARKER’S COMMENTS: ______________________________________________________

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OVERALL MARK: _____________ MARKER’S NAME: ________________________

MARKER’S SIGNATURE:_______________________________ DATE: __________

Consumer sovereignty theory is an idea that consumers knows the best that serves
their welfare and that their preferences determine the allocation of resources and
goods in an economy .In other words the consumer exercise power of rule in
production and have ultimate power over production of goods .The consumer is
regarded a sovereign , king or queen in production and distribution of goods and
services .

The theory of consumer sovereignty is very popular in business but it was back
then during the bourgeois economist era and now the theory is applicable in a
competitive economy .The theory also work in the favor of the consumer’s
preference .The theory is criticized by many because of many factors that makes it
a myth .It is limited somehow in today’s industrialized economy because of
unequal distribution of income , availability of goods , combined choice ,
irrationality of customers , society’s customs and other factors .However it is still
applicable in some fields in business for example in the media .

With reference to Diamond Fm in Zimbabwe consumer sovereignty is still

applicable .Diamond Fm is a radio station that satisfy people with news , music
and different programs .People request songs to be played for them on the radio
and the radio presenter do as they say which is consumer sovereign .Each and
every presenter tries to impress everyone on the radio .This is satisfying the
consumer since he is the king to decide what fits him .Consumers , who are in this
text the audiences have the right to choose what they want music , programs and
also the right to choose debates held on the air .It is important to note that it is
difficult to satisfy every consumer because of multiplicity of wants that is ,
audiences choose a variety of songs which cannot be played at once .As a result
consumer sovereignty is limited , in a capitalistic economy everyone’s choice will
end up in a jeopardy .The radio presenter will definitely end up play the songs
randomly and this made some consumers angry but , since there is nothing to do
about it we can see the weakness of consumer sovereignty .Goods and services are
now produced in large quantities and different qualities so the consumer do not
have the right over the production of goods , in this text music is now produced in
different quantities , many consumers have different intentions so they will request
different songs which is difficult to satisfy .

There are some restriction by the government which results in consumer

sovereignty a myth .The government affects this theory since it controls and
regulates the consumption and distribution of certain commodities and services .A
good example is the prohibition of abusive and violent songs to air on provincial
radio station Diamond Fm .Songs like “mbanje uri mudiwa ’’ by Jah Master , thses
songs encourages the abuse of drugs especially marijuana .Consumers will
definitely chose such songs which will limit sovereignty .The consumer’s choice is
limited by the government’s interference in distribution of services .It is important
to note that consumers may request harmful information on the radio .The
presenters are bounded by the law of the government and unfortunately they are
not allowed to air such information .Music which encourage evil practices and
vulgar are prohibited to be aired on national and also provincial radio station .Due
to this it is difficult to satisfy everyone .According to Sunstein (2003, p 203), the
objective is that people should be permitted “unrestricted consumer choices” and
opposed to democratic ideas . As Pauwels and Bauwens (2007) asserts , people
want to be able to have power over the content they choose to consume even if
they are looking to fulfill personal rather than societal needs .

Consumer sovereignty can also be applicable in media at Diamond fm in Mutare

but is limited by the society’s needs or customs .The interference of society in
personal matters limit consumer sovereign .The society determines what people
should do or like in order to be recognized as a human being .This includes the
type of clothes that one wears .This also affect one’s needs on the media especial
music and type of news broadcasted. Here consumers fails to meet what they want
because of fear of rejection by society, requesting of modern music especially hip
hop and dancehall will be seen as an insult to the society because these music are
already regarded as culture washers .The young generation may need something to
request but fails because of elderly interference hence consumer sovereignty
failed .Fashion vogue can affect the consumer’s sovereignty .Also unequal
distribution of income cause the theory to be limited .The consumer who is poor
has a limited choice of products , their wants remain unsatisfied yet the rich
consumers can choose a variety of products .This means that consumer sovereignty
is limited when one comes to the system with unequal distribution .Some can
afford to buy radios while others can’t so those who can afford chooses what they
want to listen and what they don’t .Also choices of distribution of products is
determined by those who have the power of money .It can be seen through calls
which are made to Diamond Fm that those who owns radios request what they
want to listen .Programs like “The wakeup call by Chaya Maningi “ and also those
shows with Puru and Baba aHuchi are requested by those elite groups .

Consumer sovereignty is applicable in markets where there is minimal

governments interventions .Such situations are possible under a free market
economy .When competitive markets are efficient and maximizing the net ,
benefits of society , consumers will be sovereign in the sense that consumers’
wishes will determine what is produced and offered for sale .Colander 2010 p.65
says “most economists believe that consumer sovereign reigns’’, in the real world
as buyers control business .However other consumers believe that their choices are
being betrayed by business people who divert their choices through advertising and
other means .For consumer sovereignty to exist consumers must really know their
wants and what is best for themselves , consumers must not allow themselves to be
influenced by business people’s production as their needs ,markets must not only
want profit but focus on goods that are needed by their consumers . Sometimes
individuals or the consumers do not do and persue what is in their best interest in
this sense they often do not behave rationally .Arkelof and Shiller 2015 have
given considerable thought to why too often the free market systems fails . It fails
when the function of the market spawns manipulation and also stick to
deception .Manipulation , trickery and deception by business people lead to failure
of the markets .These businesses stick to phish and phool as asserted by A and S ,
a phool is a person who is successfully taken advantage of that is phished .

In summation , it can be concluded that consumer sovereignty operate in

competitive economy and in a free market where government intervention .Since
the customer is the sovereign he is capable of choosing what he want to be
produced .The consumer’s needs and choices are always a priority , the production
of goods is in the consumer’s preferences .Consumer sovereign always fail due to
differences in choices , irrationality of consumers , society’s customs .combined
choice and also fashion and vogue .Consumer sovereignty is happening on
Diamond Fm in Mutare but is limited because of government intervention and also
combined choices .This lead one to conclude that consumer sovereignty is limited
these days and also is not applicable in today’s business where people are
producing for profit and also for quality goods .

REFERENCES

1.Kwatiah Natasha. Consumer’s Sovereignty in an Economy .

2.McCloskey , Deirdre (2006)The Bourgeois Virtues: Ethics for an Age of

Commerce .Chicago .The University of Chicago

3.Thich Nhat Hanh .The Heart of Budda’s Teaching . 1998

4.Tomer F John Why consumer are not sovereign :the socio economic causes of
market failure .Manhattan College Riverdale NY