Public Perception of the MediaIs it too liberal?Does it cater too much to liberalinterests?Are its reporters too biased?Why is it so anti-Christian?Why do its reporters have an agenda,rather than reporting news in a fair andbalanced manner?
Realities of media outletsLike low-income, well educated people inother professions, many reporters lean to theleft politicallyMany believe government, not corporations,is the means by which social change can beachievedMany reporters believe change is possible,and that special interests and corporationshave far too much control over government
Other realities of media outletsCorporate ownershipThe constant need for sources, information,and access to policymakersAnti-union policiesMajority of publishers tend to be conservativein politics (against labor unions, regulation,etc.)Majority of owning corporations fightgovernment regulations
What is the product mediaoutlets are selling?The newspaper?The website content?The TV broadcast?News?Truth?Chomsky says it’s none of these.
What is the product mediaoutlets are selling?About 70 - 75 percent of revenue comefrom advertising (4 - 5 percent of this isonline advertising)This revenue comes from other largecorporationsThese other corporations purchase adsaccording to the size of thereading/viewing/listening audience
What is the real product beingsold?The attention of the readers/ viewers
Who is the real customer?Who does themedia industry serve?The customer is the person spendingthe money.This isn’t the reader/viewer/listener; it’sthe advertisers.
What does thiscustomer want?Readers’ attention to be focused on theproducts or services they have to sellNo “deep” topics that will get readers’focus away from their ad messageNo topics that will question thecorporation’s motivesNo support of groups that run counterto the corporation’s bottom line
What does the customerwant to avoid?Stories that put the consumer out of abuying moodStories that questions their motivesStories that encourage their workers toorganize for better benefits, health care,vacations, more regulation, etc.
Chomsky’s PropagandaModelThe idea that there’s a liberal bias tothe media is absurdTo understand any system, you need tolook at how this system is fundedLet’s also examine how a liberal mediawould function, then compare that tothe actual media outlets
Who would control aliberal media?Labor unionsCommunist PartyOrganized atheist groupsEnvironmentalists
What would a liberal medialook like?Pro-union messageAnti-corporationAnti-lobbyingSelf-criticalAgainst Free TradeSupport government regulation ofworking conditions around the world(wages, vacation time, health benefits)
Does this look like the mediayou’re used to seeing?
How do corporations controlthe messages you receive?
Five Filters1. Corporate ownership2. Funding3. Sourcing4. Flak5. Anti-ideologies and non-news items
How to beat this systemLearn to be critical of corporate news outletsAdvocacy journalism (civic journalism) at thelocal levelThe Internet (no publishing costs, lots of adrevenue possibilities from friendly advertisers)Government underwriting of mediaVote with your dollars; support only thosepublications that offer real news