Structures of ownership

• conglomerates own many businesses within the main company so they have lots of control over the population

The role of advertising

• advertisers are paid for the audience

Links with ‘The Establishment’

Diversionary tactics – ‘flack’

Uniting against a ‘common enemy’

• the media manipulates audiences into doing something by using the influence of a common enemy eg terrorists

AGENDA SETTING

• Creation of public awareness and concern of big issues

FRAMING

• Media companies frame a product in a certain way that consumers believe what they believe apposed to believing a different company

MYTH MAKING

• The media creates myths to scare/manipulate people to believe something is going to happen when it isn’t true

CONDITIONS OF CONSUMPTION

The propaganda model is a model by Noam Chomsky and Edward S. Herman in the political economy that explains how populations are manipulated and how consent for economic, social and political policies is manufactured. The model states that there are five factors which aid the media in doing this, these include: Structures of ownership, The role of advertising, Links with ‘The Establishment’, Diversionary tactics – ‘flack’ and Uniting against a ‘common enemy’. 

• Structures of ownership – includes who owns which companies, eg 71% of UK newspapers are owned by 4 companies 
• The role of advertising – selected advertisements shaped specifically to  individuals to persuade them  
• Links with ‘The Establishment’ 
• Diversionary tactics – ‘flack’
• Uniting against a ‘common enemy’ – by finding a common enemy between the media and the consumer, they can bond over something possibly leading to the consumer believing more of what the media is say

-1988 book by Noam Chomsky and Edward S Herman

-The authors propose that the mass communication of the media of the US are effective and powerful and ideological institutions that carry out a system-supportive propaganda function. This is said to be by reliance on market forces, internalized assumptions and and self-censorship.

-The book was revised 20 years after is first publication to take account of developments such as the fall of the Soviet Union. There has been debate about how the internet has changed the public’s access to information since 1988.

1. Ownership: The first has to do with ownership. The endgame of mass media firms is profit. Critical journalism must take second place to the needs and interests of the corporation.
2. Advertising: The second filter exposes the real role of advertising. Media costs a lot more than consumers will ever pay. So who fills the gap? Advertisers. And what are the advertisers paying for? Audiences. And so it isn’t so much that the media are selling you a product — their output. They are also selling advertisers a product — YOU.
3. The media elite: 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’. Journalism cannot be a check on power because the very system encourages complicity, and it is said that those in power and those who report on them are in bed with each other.
4. Flak:  When the media – journalists, whistleblowers, sources – stray away from the consensus, they get ‘flak’. This is the fourth filter. When the story is inconvenient for the powers that be, you’ll see the flak machine in action discrediting sources, trashing stories and diverting the conversation.
5. The common enemy: 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.

Agenda setting: Noam Chomsky defined agenda-setting as the “the tacit alliance between the government of a country (usually Western and especially U.S.) and the media to communicate to viewers, listeners or readers of a medium only what matters, and hide the most of what can be dangerous or detrimental to the stability they think right for their country.”

Framing: Framing involves social construction of a social phenomenon – by mass media sources, political or social movements, political leaders, or other actors and organizations.

structures of ownership: where people with higher power know each other and use each other to generate profit.

the role of advertising: used to manipulate audience viewers get manipulated/persuaded by the information they are recieving from the media.

Links with the establishment: advertisers provide viewers plus profits to conglomerates and in return get the viewers

diversionary tactics-flack: being side lined by the media as you are opposing the medias original beliefs e.g carroll caldwalldor has been sued by major tech companies due to her opposing and going against these companies.

uniting against a common enemy: media persuading audiences to support or oppose a certain thing or person e.g. media being persuaded to vote for trump in the elections.

agenda setting: creation of public awareness and concern of the big issues by the news media. media attempts to influence viewers and attempts to establish a hierarchy of news importance

framing: how something is presented to the audience influences the choices that people make about how to process that information.

myth making: the influence of agenda setting and framing can create myths- common beliefs in the media about how the world should be the things we value and how we must act to become correct.

conditions of consumption: so we have media that has been framed and presented to us in order to meet an agenda or support a myth.

agender setting: perceived as the most important problems and issues facing a society.

framing: framing one story to make it look more important than the other

myth making: making a statement that is not necessarily correct/true

conditions of consumption: sum of information and entertainment taken in by an individual or group.

large companies work with other companies and agree on things that benefit each other rather than actually focusing on their audience.

• structures –

• the role of advertisement – advertisement is the whole process of manipulation and persuasion as it tries get you into buying products/services

• links with The Establishment –

• Uniting against a common enemy –

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

The role of advertising- Propaganda is used to persuade the audience to buy a good or service.

Diversionary tactics – ‘flack’- This is when they trash a story,

Agenda setting- This is when a news item is covered frequently and prominently, the audience will regard the issue as more important.

Framing- The use of media to influence an individuals perception on a topic.

Myth making- Creating fiction content to the audience.

Production	Distribution	Consumption
pen / pencil / paper word processor / printer telephone camera microphone license computer	(large scale) printing press lorries / vans / cars stacks / shelves / display cases / boxes social media platforms company / organisation / individual to deliver product storage billboards target audience paper people	paper (the ability to read? & understand?) a digital device (ipad/phone, computer reading glasses / eyes / braille / audio provision (headphones) WIFI Target audience

1. Media Ownership—The endgame of all mass media orgs is profit. “It is in their interest to push for whatever guarantees that profit.”

2. Advertising—Media costs more than consumers will pay: Advertisers fill the gap. What do advertisers pay for? Access to audiences. “It isn’t just that the media is selling you a product. They’re also selling advertisers a product: you.”

3. Media Elite—“Journalism cannot be a check on power, because the very system encourages complicity. Governments, corporations, and big institutions know how to influence the media. They feed it scoops and interviews with supposed experts. They make themselves crucial to the process of journalism. If you want to challenge power, you’ll be pushed to the margins…. You won’t be getting in. You’ll have lost your access.”

4. Flack—“When the story is inconvenient for the powers that be, you’ll see the flack machine in action: discrediting sources, trashing stories, and diverting the conversation.”

5. The Common Enemy—“To manufacture consent, you need an enemy, a target: Communism, terrorists, immigrants… a boogeyman to fear helps corral public opinion.”

Agenda-setting is the creation of public awareness and concern of the big issues by the news media.

frame – how something is presented using the media