Manufacturing Consent (2nd filter)
According to Chomsky and Herman, News media rely heavily on advertising revenue because without the support of major advertising companies there would be no media. Papers that can attract advertisers would prosper, but papers that lack in advertising would face serious disadvantages. As stated in the propaganda model, working class papers and journals are
"poor vehicles" because their readers are not purchasers. "It is a affluent audiences that spark advertiser interest." (P16)
The power of advertisers are there fore great, and their choices greatly affect the welfare of the media. Media must serve advertiser needs. "Television networks learn over time that such programs will not sell and would have to be carried at a financial sacrifice, and that, in addition, they may offend powerful advertisers."(P17) Media will there fore "avoid programs with serious complexities and disturbing controversies that interfere with the "buying mood". They will run "programs that will lightly entertain and thus fit in with the spirit of the primary purpose of program purchases-dissemination of a selling messages."
"poor vehicles" because their readers are not purchasers. "It is a affluent audiences that spark advertiser interest." (P16)
The power of advertisers are there fore great, and their choices greatly affect the welfare of the media. Media must serve advertiser needs. "Television networks learn over time that such programs will not sell and would have to be carried at a financial sacrifice, and that, in addition, they may offend powerful advertisers."(P17) Media will there fore "avoid programs with serious complexities and disturbing controversies that interfere with the "buying mood". They will run "programs that will lightly entertain and thus fit in with the spirit of the primary purpose of program purchases-dissemination of a selling messages."
posted by Anonymous at 2:05 PM
1 Comments:
A very good substantive post. You have summed up the point quite well. The concept of the "buying mood" is a good one. We can't let the news get too depressing or people will reach for their remotes. If the news made people angry would you want your commercial to be associated with the images that provoked that anger or revulsion?
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