A propaganda model focuses on this inequality of wealth and power and its multilevel effects on mass-media interests and choices. Chomsky’s theory posits that language consists of both deep structures and surface structures: Outward-facing surface structures relate phonetic rules into sound, while inward-facing deep structures relate words and conceptual meaning.

For example, every language has a way to ask a question or make something negative.

Five Filters

(1) ownership – Concertation of vertical and horizontal lines and conglomerates, in game profit.

(2) advertising – They pay for audiences, the are selling products but are also selling the audiences.

(3) The establishment –

(4) flak – To manufacture consent

(5) Uniting against a ‘common enemy’ – Communisms, terrorists, public opinion

Some such as theorist, academic and intellectual Noam Chomsky, that the media is a mechanism that is deliberately used by the rich and the powerful (the elite) as a way of manufacturing consent.

AGENDA SETTING

FRAMING

MYTH MAKING

CONDITIONS OF CONSUMPTION

Herman and Noam Chomsky to explain how propaganda and systemic biases function in corporate mass media. The model seeks to explain how populations are manipulated and how consent for economic, social, and political policies, both foreign and domestic, is “manufactured” in the public mind due to this propaganda.

The five filters

1.Structures of ownership

Most media companies are concentration of ownership through vertical and horizontal integration, most media is owned by mass media conglomerates. “Critical journalism takes second place”

2.The role of advertising

To produce money to cover the cost of production and distribution of media through advertising and sponsors. Companies need to sell to advertisers as it needs to cover extra costs. Advertisers then gain a larger audience.

3.Links with ‘The Establishment’

Media representors or distributers are in debt and work with the people in power, those who go against them are punished and pushed to the margins and not seen as much

4.Diversionary tactics – ‘flack’

People and other media sources who aren’t helping the people in power are divided away by flack. Other sources discredit their views and divert the story onto something else to make the opposing media seem unreliable.

5.Uniting against a ‘common enemy’

Your enemy’s enemy is your friend, uniting against something we don’t like, media exploiting and stereotyping something that is commonly disliked in the area to attract attention and exhibition.

According to Chomsky “propaganda is to democracy what the bludgeon is to a totalitarian state,” and the mass media is the primary vehicle for delivering propaganda in the United States.

5 Filters

1.Structures of ownership

• ‘Critical journalism takes second place’
• Media companies own several others e.g. Daily mail, The I

2.The role of advertising

• Effects consumers
• Covers costs
• You need advertisers to fill the cost gap
• Audiences are sold to advertisers

3.Links with ‘The Establishment’

• Companies are all linked e.g. government and news

4.Diversionary tactics – ‘flack’

• Disposal of unwanted news e.g. negativity surrounding patriarchy

5.Uniting against a ‘common enemy’

• Your enemies, enemy is your friend
• Stereotyping
• Blaming

The five filters:

1)ownership – how media is owned and the structure of the ownership
2)advertising – how advertising affects media
3)official sources/Links with “the establishment” –
4)flak – Diversionary tactics
5)marginalizing dissent/uniting against a “common enemy” – “The enemy of your enemy is your friend”, the media is using things you hate and that they hate to get you on board with them.

We generally believe that we are more free than authoritarian states, when in fact Noam Chomsky says that we are not and that our freedom of choice is an illusion.

The motive of the media is profit, critical journalism takes second place. The media costs more than audiences will ever pay, so advertisers are needed to fill the gap – they are selling audiences to advertisers. Whistle-blowers’ stories are trashed, and diversions are made.

Agenda Setting
Framing
Myth Making
Conditions of Consumption

The five filters:
1. Ownership – how the media is owned and how ownership is structured.
2. Advertising – how advertising affects the media.
3.Official sources – links with the establishment
4. Diversionary tactics – ‘flack’
5. Marginalising dissent – uniting against something we don’t like e.g. stereotyping

– we believe generally that libertarianism is free but with the mass media, it manipulates us in a way that we think we are free, but were not.
– The people at the top, have a end goal which is profit.
– You will need advertisers to fill the cash gap and advertiser’s pay for the audience and for you to see it free.
– AGENDA SETTING
– FRAMING
– MYTH MAKING
– CONDITIONS OF CONSUMPTION

The 5 filters of mass media

1.Structures of ownership – How media is owned and the structure of the ownership

2.The role of advertising – Critical journalism wont be used as it will affect the advertisement of the newspaper as it isn’t making a profit off of how much it is being sold for.

3.Links with ‘The Establishment’ –

4.Diversionary tactics ‘flack’ – Diverting conversation / story, destroying the story.

5.Uniting against a ‘common enemy’ – Unite against something we don’t like (eg. foreigners)

There is libertarianism and authorianism and what Chomsky says is that we aren’t actually as free as we think with libertarianism.
The media cares most about is profit. Critical journalism takes second place. The product is you, the consumer not the product itself.

AGENDA SETTING

FRAMING

MYTH MAKING

CONDITIONS OF CONSUMPTION

The 5 Filters Of Mass Media

• Structure of Ownership

Most media companies have a concentration of ownership through vertical and horizontal integration caused by large conglomerates

• Role of Advertising

Due to the fact that it costs more to make a newspaper than they can sell it for the newspaper companies must use advertising to make back the loss of profit from companies that want their company or product advertised to the masses

• Official sources / Links with establishment

People in powerful positions may control stories about sensitive topics thus leading to either fake news or news that has a twisted version of the truth. Reporters may also be heavily influenced in many ways such as a cash bribe in order to warp the truth

• Diversionary Tactics / Flak

Distracting people from serious issues either locally or across the world

The discredit of information and shifting of agenda and the diverting information

Hard to get the full, true picture with all the opinions around nowadays.

• Marginalising dissent / Uniting against a common enemy

Media that is produced is directed towards the common consensus against something so it appeals to the most amount of people at once

“The enemy of your enemy is your friend”

AGENDA SETTING

FRAMING

MYTH MAKING

CONDITIONS OF CONSUMPTION

The 5 Filters of Mass Media Machine

1.Structures of ownership

2.The role of advertising

3.Links with ‘The Establishment’

4.Diversionary tactics – ‘flack’

5.Uniting against a ‘common enemy’

Al Jazeera English – The 5 Filters of the Mass Media Machine

AGENDA SETTING

FRAMING

MYTH MAKING

CONDITIONS OF CONSUMPTION

Consent is being manufactured

1.Structures of ownership

Conglomerates, Vertical and Horizontal integration. Made goals are growth and to make profit.

2.The role of advertising

Media costs more than consumers will ever pay. Newspaper fees do not ever cover the cost of production. Advertising is an important way for newspapers to make money. Consumer is the product.

“Critical journalism takes second place to the needs and interests of corporations.” – The 5 filters of the Mass Media Machine, animation by Al Jazeera.

3.Links with ‘The Establishment’

In favour for the higher up people. Censorship still exists but subtly.

4.Diversionary tactics – ‘flack’

Distract consumers from real issues.

5.Uniting against a ‘common enemy’

AGENDA SETTING

FRAMING

MYTH MAKING

CONDITIONS OF CONSUMPTION