Media Is The Message Essay

1745 words - 7 pages

Media is in our daily lives. It’s everywhere we turn from the things we read to the things we watch. Everything that we see as a form of media has a message they are trying to convey to us, whether it’s selling us something or getting us to believe something and sometimes it’s both at the same time. The way these media providers present it has changed dramatically through the decades. Technology has been a huge influence on media. Marshall McLuhan makes the argument that the “medium is the message” in his paper The Medium is the Message. The medium is the technology, tool, or invention that is being used to convey an idea to the public. Regardless of what this idea might be, it is ...view middle of the document...

In The Propaganda Model, Chomsky demonstrates a clear picture of how corporations filter the media in order to promote things that will benefit their own bank accounts verses the interest of the common people. Chomsky describes how print media, like the newspaper, “function to amuse, entertain, and inform and to inculcate individuals with values, beliefs, and codes of behavior that will integrate them into the institutional structure of the larger society” (Chomsky, page 1). The newspaper has changed society regardless of the context that is written in it each day. It was one of the first forms of connecting a nation more than ever before. The newspaper has provided a way to distribute a common message to a larger group of people.
The different types of filters that are used in Chomsky’s paper to decide what news to print consist of; ownership, funding sources through advertising, sourcing mass media news, flak, anti-communism and fear ideologies. The ownership filter is about the corporations that own most of the media and are profit-seeking. These corporations have a common goal and therefor lookout for each other and only put things in the media that will benefit themselves. Chomsky describes a British newspaper in the nineteenth century that started off as addressing the concerns of workers, but once the newspaper increased stamp duties, which restricts ownership, these owners began to change the face of the newspaper to favor their interest. Advertising is the main source where companies make their revenue. Therefore, it is in their best interest to attract advertisers and do whatever it is these advertisers want and whatever it is to attract buyer who see their media. If they don’t attract advertisers, their cost of their newspaper has to go up. Thus the newspaper created a more dramatic effect of advertising and more people were exposed to advertisements and more willing to buy those products. Sourcing mass media news is a filter that involves the sources in which the news came from. Due to the fact that the media cannot have reporters everywhere that the news is occurring, they rely heavily on trusted sources and take their stories for face value since it is too expensive to verify the information. The flak filter is anything negative that the corporations receive for their media, whether it is an angry letter or even in some extreme cases, lawsuits. Like with the newspaper in England when it first came out, if it were to talk negatively about the royal family, the king would threaten to close the newspaper down. The anti-communism and fear method is the last type of filter. This filter uses public fear against a common enemy. So when the newspaper first started out, it was the first and only form to be able to connect a large area and group of people so more unified information was able to get expressed that is until TV and more recently the internet. It established the ability for those with money and power to filter printed news and...

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