Media and cultural studies: theory and practice

Propaganda Model

Sociological Sense in Hermann and Chomsky's "A Propaganda Model"

In "A Propaganda Model" by Edward Hermann and Noam Chomsky, the authors outline the functions of the mass media, as well as the five filters that affect media coverage. According to Hermann and Chomsky, the function of mass media is to instill values and a code of behavior into individuals so that they man be integrated into larger society. In order to do this, even with varying class interested, is through "systematic propaganda" (257). That propaganda does not so much create the news as it filters out news that does not fit the model. The five filters suggested work to weed out unsuitable articles, even (and especially) in a democratic and competing media systems like those in the United States.

The five filters are: size/profit orientation; advertising as the main source of media income; reliance of the media on information from government, business and experts; flak; and anti-communism. Size and profit orientation effectively filter out news that would be damaging to the owners of the media source or their affiliates. Since most media sources are conglomerates with numerous names and business functions, this filter may not be immediately clear in the news choices. Advertising, the second filter, shuts out news that would be damaging to those who pay for advertising within the media source. Alternately, this filter might include news that is not damaging but presents advertisers' competitors or products in a way that would not please them. The third filter is the reliance of the media on information dispersed from the government, businesses, and experts. This allows for bias in that often individuals within certain fields have been questionably credentialed or have reason to present arguments reasons unknown to the media source seeking information. The filter of flak works by preventing news coverage of issues through intimidation, complaint, and other means of viewer/reader dissatisfaction. This works together with advertising filtering, since advertisers follow the sources that are the most popular. Finally, anti-communism is a filter. Association with negative ties or sympathy toward them automatically demonizes some individuals. In current news, the idea of terrorists or terrorist sympathizers can easily be compared to anti-communism in Hermann and Chomsky's essay.

Example Article contemporary example of the points made in Hermann and Chomsky's essay can be found in a recent article by Peter Spiegel from the Los Angeles Times: "Indonesia Warns U.S. On Antiterror Interference." The article reports on a recent meeting between Indonesia's Defense Minister, Juwono Sudarsono, and American Defense Secretary, Donald Rumsfeld. The article expressed Indonesia's desire to handle its own problems with militant extremism in its own way, and that it does not want the United States to involve itself and the "War on Terror" in Indonesia. Additionally, Spiegel mentions that the United States has been attempting to get closer to Indonesia politically because they are a large democratic Muslin nation. Several attempts and intentions of the United States government to improve ties are mentioned.

Though the article presents many of examples from "A Propaganda Model," the news itself is the item of interest as it is likely that this news item was covered similarly by many writers in American newspapers. It discussed the latest information about the meeting between the two countries' officials, the general outsome, and some background on the issues involved. The background discussed included the United States' past involvement in Muslin nations, as well as its dealings with Indonesia in particular. Specifically, the article mentions that the United States has offered to continue delivery of military parts and military training after halting it ten years ago after human rights violations on Indonesia's side. Finally, the article also presented an outside perspective by including Rumsfeld's account/interaction with a common citizen from Indonesia. The citizen thanked Rumsfeld for American military help in recent disasters.

Analysis

While the example article may seem straightforward enough, Hermann and Chomsky suggest that many more issues are involved in such a politically and socially charged news item. Both the news item and the actual article present clear examples of the authors' implications, creating bias and proving that filters are in place whether intentionally or not.

When first examining this article, it is easy to see that the reported had access to both quotes and recollections (from Rumsfeld's point-of-view) from the meeting between Rumsfeld and Sudarsono. Yet, it is unlikely that any reporters were given full access to the actual meeting. The results and discussion, then, are relayed through press meetings and questions answered by the two diplomats. This is a strong example of Hermann and Chomsky's third filter: reliance on government, business, and experts. Reporters must take the word of government officials because they have to; there is no other way to get information. Yet, the information from officials is always taken as fact, rather than opinion or conjecture. In this case, Rumsfeld is given a positive image by using words like "vowed" and "urged," as well as offering military support. However, an aside by the reported makes the entire article more suspect as unbiased news. In the aside, Rumsfeld meets a local Indonesian man who thanks him profusely for American aid. Overall, this lends the feeling that Indonesia needs our help, and that their citizens appreciate it. Further, since Indonesia's government is reluctant to accept American help with terrorism, the reader of this article may come away feeling that Americans know how to help Indonesians more than their own government. In many ways, this mirrors propagandistic tools used to justify America's entry into Iraq (to help the people of Iraq from their own government). However, this situation is tamed by the fact that the U.S. government strongly desires Indonesia as an ally.

Terrorism is touched on in this news item, calling on similar sentiments to Hermann and Chomsky's discussion of anti-Communism. The idea of terrorism has been used as a way to justify action from many nations and politicians, whether justified or not. For Americans, the idea that someone would allow, help, or tolerate terrorism is seen as a much more heinous crime since September 11. In this article, and the news item itself, Indonesia is presented as somewhat of a threat to global security through refusing help from the United States. Playing up on their decision to work against terrorism inside their own borders alone, Americans feel threatened by the somewhat harsh title: "Indonesia Warns U.S. On Antiterror Interference."

The other three filters mentioned by Hermann and Chomsky are more subtly incorporated into news coverage. For this reason, much of their presence in news media is only conjecture unless significant inside knowledge can be gained. To discuss this new item with these three filters in mind it is necessary to hypothesize without specific knowledge. Yet, some educated guessing can be done.