Noam Chomsky – 5 Filters –

• Structures of ownership – Conglomerates own media sources such as newspapers, although those who own these companies and their product may display a certain view, e.g political supporting politicians such as trump, in order to gain something (off of Trump) themselves.

• The role of advertising – Links in with the cultivation theory as the more times one person is exposed to the same advert or product, they are going to be more persuaded/ inclined to purchase it.

• Diversionary tactics – ‘flack’ – When someone/ something goes against the dominant ideology/ exposes the truth against what those in power want the public to believe in order to benefit them.

• Uniting against a ‘common enemy’ – Two companies/ people/ p[roducts may support each other if they both have a common enemy – both making attempts to remove this enemy in order to ‘protect’ their ideologies. To manufacture consent, you need an enemy — a target. That common enemy is the fifth filter. Communism. Terrorists. Immigrants. A common enemy, a bogeyman to fear, helps corral public opinion.

• Links with ‘The Establishment’ – The establishment manages the media through the third filter. Journalism cannot be a check on power because the very system encourages complicity. Governments, corporations, big institutions know how to play the media game. They know how to influence the news narrative. They feed media scoops, official accounts, interviews with the ‘experts’. They make themselves crucial to the process of journalism. So, those in power and those who report on them are in bed with each other.

Media Conglomerate Techniques –

Agenda Setting – How the media shapes awareness/corncern through signs. The creation of public awareness and concern on mejor issues.

Framing – How something is presented to the audience/ influences the choices poe;e make about how to process that information. Influential factors = gender, politics, age, religion e.t.c

Myth Making – Common beliefs created via the media – creates an idea of how the people should see the world.

Conditions Of Consumption – The result of the medias input of framing and myth making – did most people agree/ disagree + who? – Target Audience. Theory of Preferred reading