Final answer:
Primary stakeholders are directly involved in or affected by a business's operations. The media, while influential, does not have a direct stake in a company's activities and is, therefore, not a primary stakeholder.
Step-by-step explanation:
Primary stakeholders are individuals or groups with a direct interest or involvement in the performance and activities of a business.
In the context of a design project, stakeholders often include users and customers, the design team, the company employing the design team, and may also feature government agencies, local communities, and suppliers, among others.
However, the media does not typically fall into the category of primary stakeholders as they do not have a direct stake in the business's operations, but rather report on or convey information regarding the business to the public.