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'Propaganda'.
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Many use the word when talking about countries
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like North Korea, Kazakhstan, Iran.
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Countries viewed as authoritarian
through the lens of the western media.
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'Press freedom'. 'Freedom of thought'.
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People use those terms when talking about
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countries like the United States, France, Australia.
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'Democracies'.
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In 1988, Noam Chomsky co-authored a book with
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Edward Herman called 'Manufacturing Consent'.
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It blasted apart the notion that media acts
as a check on political power.
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That media inform the public,
serve the public
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so that we can better engage in the political process.
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In fact, media manufacture our consent.
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They tell us what those in power
need them to tell us ... so we can fall in line.
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Democracy is staged with the help of media
that work as propaganda machines.
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Media operate through five filters.
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The first has to do with ownership.
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Mass media firms are big corporations.
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Often, they are part of even bigger conglomerates.
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Their end game?
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Profit.
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And so it's in their interests to push for
whatever guarantees that profit.
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Critical journalism takes second place to
the needs and interests of the corporation.
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The second filter exposes
the real role of advertising.
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Media costs a lot more than consumers will ever pay.
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So who fills the gap?
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Advertisers.
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And what are the advertisers paying for?
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Audiences.
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And so it isn't so much that the media are selling you a product - their output.
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They are also selling advertisers a product
- YOU.
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How does the establishment manage the media?
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That's the third filter.
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Journalism cannot be a check on power
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because the very system encourages complicity.
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Governments, corporations, big institutions
know how to play the media game.
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They know how to influence the news narrative.
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They feed media scoops, official accounts,
interviews with the 'experts'.
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They make themselves crucial to the process of journalism.
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So, those in power and those who report on them
are in bed with each other.
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If you want to challenge power, you'll be
pushed to the margins.
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Your name won't be down. You won't be
getting in.
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You've lost your access.
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You've lost the story.
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When the media - journalists, whistleblowers,
sources - stray away from the consensus,
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they get 'flak'.
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That's the fourth filter.
When the story is inconvenient for the powers
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that be, you'll see the flak machine in
action discrediting sources, trashing stories
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and diverting the conversation.
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To manufacture consent, you need an enemy
- a target.
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That common enemy is the fifth filter.
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Communism.
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Terrorists.
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Immigrants.
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A common enemy,
a bogeyman to fear, helps corral public opinion.
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Five filters.
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One big media theory.
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Consent is being manufactured all around you,
all the time.
4698
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