The media is a commercialized product of its market. Like any other business organization, the main objective of media organizations is to maximize profits and profitability. Liberal ideals may require media barons to fulfill their social responsibility in carrying out their assigned roles, but the media market does not generate profitable revenues because the cost of producing quality journalism is higher than profits from member subscriptions, government subsidies and advertising. It is therefore the financial survival of their organization and their determination to surpass their competitor which in reality prevails over the barons. With the understanding of consumer demand for entertainment, political news is transformed into infotainment, that is, news stories are intended to simultaneously inform and entertain consumers. Instead of reporting on the issues discussed in open parliamentary debates, the media focuses on the tone of political parties and portrays them as antagonistic “fighters” (summer year). This is an example of infotainment produced in the market in order to attract the attention of consumers. This is the era of “information heaven” (Helberger 2011) where information is produced in large quantities and is easily accessible to consumers thanks to the growth of digital media. However, the quality of the press is compromised by the abundance of information production. Research by Sally Young (2012) into Australian federal election reporting found that 95% of the time, five free-to-air news channels produced stories with a "striking degree of similarity" in their election campaign content of 2007. Homogeneous reporting as such limits the public's access to diverse information and compromises their ability to engage in rational debate (Curran and Gurevitch 2005). By failing to facilitate and encourage public participation in politics, the media contributes to the cause of