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

• Structures of ownership – Multiple media outlets all being run by one media conglomerate.
• The role of advertising – Media companies aren’t only selling us information but they are also selling us to advertisers.
• Links with ‘The Establishment’ – Media that has links with governments and politicians. (Sinclair and trump)
• Diversionary tactics (‘flack’) – Covering stories and reports that disagree with or oppose the medias beliefs.
• Uniting against a ‘common enemy’ – using a common enemy to frighten audiences and create myths to enforce their beliefs.

Agenda setting:

Framing: Influences the individual’s perception of something to be something that it is not

Myth Making:

Conditions of consumption:

• Structures of ownership
• The role of advertising
• Links with ‘The Establishment’
• Diversionary tactics – ‘flack’
• Uniting against a ‘common enemy’

common enemy: The unanimous target that everyone is made to stand against for example it could be terrorists or a plague

Flack: when critical, unwanted Infomation get disrupted and manipulated so it could become discredited or not even published in the first place

The media is owned by large corporations which can be owned by even larger conglomerates, these corporations aim is to make profit, they achieve this through advertisements where advertisers pay for an audience.

There are 5 ways corporations influence their audiences:

• Structures of ownership
• The role of advertising
• Links with the establishment
• Diversionary tactics
• Uniting against a common enemy

Technology and Newspapers
Production	Distribution	Consumption
pen / pencil / paper word processor / printer telephone camera microphone license computer trees DTP data processors sources of information	(large scale) printing press lorries / vans / cars stacks / shelves / display cases / boxes social media platforms company / organisation / individual to deliver product storage billboards paper boys/girls target audience	paper (the ability to read? & understand?) a digital device (ipad/phone, computer reading glasses / eyes / braille / audio provision (headphones) WiFi target audience

Technology and Newspapers
Production	Distribution	Consumption
Computer/laptop Pen and paper Telephone Camera Microphone Licence Computer	Storage Social media influence Target audience Billboards Stacks and shelves	Wifi Headphone Digital device Ability to read

Technology and Newspapers
Production	Distribution	Consumption
pen / pencil / paper word processor / printer telephone camera microphone license computer photoshop sources ink	(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 (the ability to read? & understand?) a digital device (ipad/phone, computer reading glasses / eyes / braille / audio provision (headphones) wifi

Noam Chomsky revolutionised the field of linguistics by treating language as a uniquely human, biologically based cognitive capacity. 

The cognitive revolution was an intellectual movement that began in the 1950s as an interdisciplinary study of the mind and its processes.