The Media and Money
In my sixth blog entry, entitled The Media and Democracy, I stated that “the U.S. media, by all worldly standards, is free.” Indeed, compared to countries such as Russia and China, the U.S. media is relatively free from government control. Since the advent of adversarial journalism in the early 20th century—when, with the development of commercial advertising, newspapers broke free from patronage and became financially independent—the media has often served as a watchdog of government activity. In monitoring Congressional proceedings, scrutinizing policy decisions, uncovering scandals, and investigating pork barrel spending, the media systematically positions itself in opposition to the government. By these indications, in addition to the strict code of ethics and the independent mindset cultivated in American journalism, one would think that the U.S. media is free from external influences.
This, however, is not the case. Though the U.S. media may be free from government influence, it is not free from economic influence. In its switch from patronage to advertising revenue, the media effectively exchanged subordination to benefactors for subordination to the bottom line. As a result, the landscape of the mass media has changed from a plurality of small news organizations to an oligopoly of large corporations.
The effects of this are ubiquitous: corporate control of the media is manifest in the marketing of television shows towards large swaths of the American demographic, the temperance and uniformity of mainstream news, and ultimately, in the norms and taboos of popular culture. What purpose, for example, do the unwarranted coverage of the Laci Peterson case and shows such as Temptation Island and Fear Factor serve besides padding the pockets of major networks? If Americans are fed mindless drivel, what becomes of their minds? By nature, a commercial media serves it owns interests, not the interests of its consumers.
In their book "Manufacturing Consent: The Political Economy of the Mass Media," noted scholars Noam Chomsky and Edward S. Herman explored this subject in great detail. Through their "Propaganda Model," Chomsky and Herman defined five "filters" in society which determine what "news" are presented in the mass media. Collectively, they suggested, multinational conglomerates which own much of the media, advertisers, the reliance of the media on information from entities about which they report, dissent from powerful interest groups, and the "fixing" of popular ideologies, all serve to set the media's agenda—or rather, to determine what is newsworthy. The resulting effect is that the interests of the conglomerates and the corporations which advertise in the media are pushed upon the general public, and that dissenting or critical viewpoints are effectively ignored. They cited, for example, (1) Chrysler's letter to hundreds of news outlets stating that all editorial content which may be harmful or damaging to the company be submitted for review, (2) the consistency of such popular notions as "free trade is good," "globalization is beneficial to the economy," and "American foreign policy is benign" with the interests of the government and of corporations, and (3) the dearth of true dissent in the media (i.e. not Democrats vs. Republicans, pro-choice vs. pro-life, etc., but dissent challenging existing social structures and norms). Moreover, they noted that the current structure of commercially supported news will not end in the near future: instead, the nature of the beast ensures that the status quo will be maintained.
So, we are stuck in a dilemma. With either a state-controlled media or a commercially-driven media, the people are subject to opinions and ideas (propaganda, essentially) not of their own nor in their interest. The answer, I believe, may ultimately lie in news organizations set up as a public trust, to serve the public interest. Such existing organizations—including National Public Radio (NPR), the Public Broadcasting Service (PBS), and the British Broadcasting Corporation (BBC)—have remained faithful to their respective charters by serving as the foremost purveyors of quality, objective journalism—the only worthwhile form of journalism. This, along with a return to a plurality of independent, grassroots organizations, is the way of the future.
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