In Chomksy’s book Manufacturing consent: the political economy of the mass media, he talks about how the mass media is focused on making money rather than doing what’s right for the public and is largely dominated by a few large conglomerates. He also talks about how the mass media aims to control its audience through framing products and concepts in a certain way to make people believe what they believe and planting ideologies into their heads which they don’t even realise, the public believe they have a freedom of choice when in reality the media is using it’s power to manipulate the population. Forcing people to accept ideas they may not believe in at first.

The Daily Mail is a right wing newspaper meaning they support the conservative parties in politics. In the 2004 UK election 53% of the Daily Mail’s readers (52-55% of readers female) voted for the conservatives. The daily mail uses strong words such as CRUSH the opposition to sway people to vote for certain parties over others based on them being a right wing newspaper. They make the parties they support seem favourable to their readers such as saying things like A HUG FOR HIS DAUGHTER AS BLAIR WINS A SECOND TERM this tells the Daily Mail’s readers that the people they support are nicer than the opposing parties making their readers like them more than others, manipulating their thoughts on who to vote for.

This reinforces Chomsky’s theory of manufacturing consent as it shows how dominant media companies use their power to frame an ideology in a certain to make it appear to readers how the company wants them to perceive he ideology, meaning there is little freedom for thought when you are influenced by the media. You can’t understand the world without the media but when taking in the media you can’t avoid companies manipulating your thoughts and ideas to fit in with what they want you to think. The Daily Mail’s use of strong words creates a common enemy between the company and its readers, where they can then led on from this and plant ideas into their heads over time.