Propaganda model

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SOC 101 The Manufacture of Consent Noam Chomsky is a linguist by training and offered an influential theory of “universal grammar” early in his career. He became a full professor at M.I.T. at the age of thirty-two and has since acted as a social activist and thinker. He has spoken across the world and texts of his speeches have sold over 250,000 copies. The film we are watching today is an edited version of the three-hour film documentary made by a Canadian film company.

Ideas from the film, Manufacturing Consent 1) Manufacture of Consent: through various techniques of media manipulation, Noam Chomsky suggests that the manufacture of consent involves the marginalizing of the public and the creation of apathy. An example is “emotionally potent oversimplification.” 2) The Propaganda Model: the elite media sets the agenda to which local media adapts. The model works through a series of filters that shape the public’s view of the world. An example of a filter is ownership (of the media). The model suggests that the media control: a) selection of topics b) distribution of concerns c) emphasis d) framing of issues e) filtering of information f) bounding of debate According to the model the elite media determine, select, shape, control and restrict in order to serve the interests of other dominant groups in society. 3) The New York Times is cited as a key example in the film. They “create history” by deciding what to print. 4) The Liberal Media: a myth according to Chomsky. In fact, the appearance of a supposed liberal bias helps instill another myth, that of the free press. 5) Since the media is intertwined with business interests, the picture of the world that is created is one that satisfies the needs and interests of sellers. The New York Times is composed of 60% ads and 40% news. 6) Chomsky says that the media should offer the public: (a) discussions of alternative viewpoints, (b) the providing of forums for discussion of issues. This is especially relevant as it relates to war coverage (cf. The Gulf War). 7) Red Dot System: a) red: do not advertise b) green: advertise every week c) yellow: infrequent advertising 8) Sports: Chomsky cites sports as training in irrational jingoism. 9) Chomsky argues for institutional analysis as opposed to conspiracy theories. 10) Concision: a discussion of how a speaker, on a news show for example, must say things in between commercials or within a specified time frame. The concept suggests that news is mostly show and less information. 11) Politics: Chomsky suggests that there is no input and no decision-making in American politics since it is a ratification system in which stage-managed elections occur. As political parties move towards the center, they offer the public very little choice. 12) Intellectual Self-Defense: Chomsky suggests a critical approach to the media and special interests as a way for everyday citizens to maintain freedom. 13) Material Possessions: like his critique of the media, Chomsky suggests that a society based purely on the gathering of wealth and material possessions is one destined for the path of self-destruction. 14) Case Studies: a) East Timor and Cambodia b) Nightline guests: of 865 shows and 1,530 guests: 92% (white), 89% (male), 80% (professionals, government officials or corporate representatives)

Other concepts of Chomsky’s not in the film:

1) Democratic Communications System: one that involves large-scale public participation, and that reflects both public interests and real values like truth, integrity and discovery.

2) Investment Theory of Politics: a theory that the state is controlled by coalitions of investors who join together around some common interest.

3) Externality: according to Noam Chomsky, the instance of destroying the environment for the sake of making a short-term profit is an example of viewing the environment as an externality. That is, we pay very little attention to it.

Connections: I hope that you recognize some connections between Chomsky’s ideas and those offered in our discussions on race, gender and elite deviance. Critically, we may consider the sorts of difficulties we face in this society as a result of our economic and social organization.