Media as Democratic Propaganda

1
Media as Democratic Propaganda

• Coercion of citizens is not direct
• Ethical and moral claim of the democratic
  propagandist is itself to be debated
• Engagement with the propaganda techniques is
  opentends to be enlightened ( voluntary,
  majoritarian) and systemic ( not individual).

2
Democratic Propaganda II

• Mainstream media do not set out to control or
  persuade,but that the effect is cumulative
• Expressions may be banal
• Frame all news around conflict/negative framework
• Consumer fantasies
• Male, ethnocentric language or values
• Little proof of a conspiracy or that owners
  collude
• it reminds us that persuasion works best when
  worming our way into our unconsciousness yet
  leaving intact the perception we have made our
  choices independently ( Fleras, 2003).

3
Top Ten Chomsky and Herman Quotes

• It is much more difficult to see a propaganda
  system at work where the media are private and
  formal censorship is absent. CC 143.
• The largest media systems constitute a new
  Private Ministry of Information and Culture
  CC145.
• Advertisers acquired a de facto licensing
  authority CC152
• Advertisers will want to avoid (anything) that
  interferes with the buying mood CC155
• The Mass media are drawn into a symbiotic
  relationship with powerful sources of information
  by economic necessity and reciprocity of interest
  CC155

4
Top Ten Contd

• 6. In effect, the large bureaucracies of the
  powerful ( government/business) news promoters
  subsidize the mass media CC 158
• 7. The producers of flak add to (the) strength
  and reinforce the command of political authority
  CC 163
• 8. Communist ideology helps mobilize the
  population against an enemy, and because the
  concept is fuzzy it can be used against
  anybody..CC164
• 9. When anti communist fervor is aroused, the
  demand for serious evidence in support of claims
  is suspended. Issues tend to be framed in terms
  of a dichotomized world CC 165
• 10. Conversely, propaganda campaigns will not be
  mobilized where(they) fail to serve the test of
  utility to elite interests CC167

5
How the Democratic Propaganda Model Works

• Why are they writing this piece?
• To refute the positive historical narrative which
  associates the earning of independence from the
  State with the free press
• To refute the libertarian dogma of the free
  market during the 80s ( Thatcher, Regan,
  Mulroney)
• To draw attention to the inequality of wealth and
  power and its effects on mass media
• Thus, from a critical, neo marxist perspective

6
What Method do H and C use?

• They map money and power
• They provide an institutional and structural
  analysis

7
How do they build their argument?

• The five filters are linked logically
• Start with the economic structure and profit
  motive in capitalism
• Why?
• Dominant form of economic media organization in
  the US
• Begins with base of economic structure
• Then move to flow of the economic transaction
  sale of advertising
• Move to the production of news/sourcing to
  reprints
• Then to the game or negotiation around sourcing
  the flak
• To the dominant ideology of the day

8
Where does this type of approach fit in the
discipline?

• In critical theory
• In political economy
• Michael Moore adapts this approach following the
  owner of a big business( Roger and Me GM owner
  followed on downsizing)

9
How Well does the Argument do?

• Widely cited
• But, shows an historical datedness
• After 9-11, filters 3, 4 and 5 became much more
  powerful
• anti communism after the fall of Berlin and
  end of the Cold War replaced
• Now, after 9-11 anti terrorism more relevant
• Propaganda most effective in the fifth filter and
  in fact conditions the other 4
• But model cannot explain these historical shifts
• Model is US-centric

10
Brooks adaptation of the Model

• Calls filters 1 2 the economic model (
  advertising and ownership)
• Calls filter 3 the organizational filter looks
  at sourcing, news routines
• Shares the Filter 5 but calls it the ideological
  filter
• Like Herman and Chomsky, argues that the filters
  work to support established values and
  institutions and that democracy is not well
  served by Canadas mass media

11
Where Brooks differs

• Underlines the importance of INDIRECT influence
  on censorship
• Reinforces the trend to infotainment, but notes
  this is not as far advanced in Canada
• Introduces PUBLIC media, but notes there are
  similar constraints even in the case of taxpayer
  subsidy ( CC 190)
• Emphasizes the importance of a LEGAL/REGULATORY
  FILTER
• To explain presence of public sector in Canada
• To explain focus on framing media ownership in
  terms of American penetration into Canadian
  markets ( CC191)
• Which suggests different cultures and different
  elites can cause some changes to elements of the
  model

12
Differences Contd

• Introduces a TECHNOLOGICAL FILTER-- the
  importance of the medium, and the JPM ( CC 195)
  with the bias to stereotypes and confrontation
• Unlike Chomsky and Herman, avoids analysis of
  dirty tricks, military-industrial complex

13
STUDY GUIDE

• BE SURE TO UNDERSTAND BUSINESS INFLUENCES FROM
  OUTSIDE THE MEDIA CC 24
• GOVERNMENT INFLUENCES OUTSIDE THE MEDIA CC25
• SEE CC270-274 FOR A SUCCINCT SUMMARY AND CRITIQUE
  OF HERMAN AND CHOMSKY