Filters in the Media
In the chapter "A Propaganda Model," Noam Chomsky introduces the propaganda model of the media. The model argues that there are five filters in the media that determine what exactly is seen and heard on television, radio, and newspapers. The model also explains how dissent directed to the media is given little or no coverage, thus leaving media power in the hands of governments and large corporations, allowing them to convey only their own messages to the large public. The first of these five filters is size and ownership of corporations that own major media companies/producers, the second filter is the advertising license to do business, which includes competition throughout the media to attract advertisers to cover the costs of producing certain expensive types of media such as newspapers. The third is sourcing mass media news, which includes media companies placing their interests mainly into places where news is likely to occur. The fourth is "flak," which refers to negative responses or feedback to the news that media covers. The fifth is the use of anti communism to deliver a certain message. However, since the time Chomsky introduced his idea of the propaganda model, there have been a few more filters
This sixth filter is driven by capitalistic motives. Flak and anything that causes it may threaten the company. Size and ownership of corporations that control media companies plays a large role in the propaganda model. The "official sources" have a powerful influence over what is said in the news. Therefore, anti communism can be used as a control mechanism to get out a word. The third filter is the sourcing of mass media news. These negative reponses may come from large corporations, banks, advertisers, etc. Robert McChesney, a professor of communications states that "This is precisely the opposite of what a functioning democracy needs, which is a ruthless accounting of the powers that be. Therefore, major news comes only from a handful of sources. Since terrorism scares everybody, the public is more inclined to listen to the media. " Thus news is limited mostly to what a government spokesperson or business official says. " The fourth filter stated by Chomsky is "flak. " It refers to the negative responses or feedback to the news that media convers. These new filters are an important part of a new modern propaganda model. Since Chomsky presented this propaganda model, new filters have been created to mitigate any new voice of dissent.
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