Noam Chomsky – The 5 Filters of the Mass Media Machine


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




Comments
  1. Buckle up and get ready. Trump may be a genius or a fool, but a great thing he has done is popularise the term ‘Fake news’. Now it is the duty of every journalist and media source worth its salt to fact check the news they deliver to us all.

  2. AJ is also part of the media, don't forget that. They're pointing the finger so you look away. It's the same trick magician use; they focus your attention elsewhere so that you cannot spot them tricking you.

  3. "Consent, manufactured, all around, all the time", even now Al Jazeera. So what we need to do is read or research from as many likely and unlikely sources and be critical. Believe a bit of each one and try to arrive to some semblant of conclusion from the bits and pieces. As even the ones that criticizes the other side, have their own agendas. Be clear that there is no black or white alone but many shades of gray and allegiances within allies, within allies and foes.

  4. wait, why is AJ allowed to be critical of manufacturing consent, but also manufacture consent about Venezuela?

  5. I hope everyone knows this is literally a Quatari propaganda outlet. It is funded by thoer government. It is their state media, in a country wothout free press.

  6. Proof that even a blind hog finds an acorn once in a while? Owl worship is ubiquitous in the “free press” but that has nothing to do with being wise just as the oil lamp has nothing to do with providing light.

  7. 1. This was done brilliantly especially the ghost and the mwarrr.

    2. Even though I'm fully aware of the extreme propaganda in the world, particularly but the US, it still amazes me that this is our reality

  8. There should be another throne stated " GS" for George Soros. He owns a lot of media. He control "news". So he can make lots of money

  9. This video had such good animation and music that I wasn't able to concentrate on the message of the video.

  10. Media has already become irrelevant in most areas. Some are in the path while others preparing to be. Artist around the world have been nailing them ferociously and fearlessly.

  11. Funny thing that this video is presented by, yes, wait for it… A mass media company. Chomsky is right however, like most times.

  12. Good clip…but FFS lower the level of the music bed…the music masks the severity of the message…ever tried this WITHOUT the music? far more poignant

  13. People only care about ads is discounts to go shopping. Also love to get angry about other group or race or country for no reason.

  14. Bernie is one of the rare people in power that is exposing the truth and going after the enemies of freedom, the corrupt, the elites, and the special interest billionaires.

  15. This just proves that Conservatives are 100% right about the corruption of media, termed as "fake news". The problem is turning to the epicenter of corruption called FOX NEWS has actually brainwashed the same people who see the problem for what it is but continue to support the problem because no one knows what to do but blame the "evil liberals". It is a perfect trap if you think about it. Liberals who typically have trouble connecting to the people but have better problem-solving skills can't win over Conservatives who are the first to spot problems but comparatively have bad problem-solving skills because Conservatives think that Liberals are the problem when it is not either but some actors playing both sides for fools. It all comes back to corruption.

  16. Then why is the media so hypercritical of Trump. I thought they were all 'in bed with each other'. Also there are clearly factions within the media that are at total odds with each other; Fox News and CNN, the Huffington Post. How can they manufacture consent when they vociferously disagree with each other in their columns and opinions pieces. More to the point, has there ever been any serious scholarly review of Chomsky and Herman's book? I'm just a little skeptical of on the one hand being told that the media manufactures consent, but then on the other hand apparently I am supposed to believe all of this without question. If the point of the video were for me to investigate on my own that would be great…but it doesn't seem like that's what they're doing. They're just telling me what to believe (and by the looks of things, virtually everyone here accepts the proposed theories without question), which is ironic given that this is what we're supposedly fighting against

  17. It is very troubling that anybody actually takes the paranoid rantings of Noam Chomsky seriously in general, or, ' Manufacturing Consent ', in particular! SMH

  18. This has always been the story since we dropped the bartering system for money and greed became the new god. Now we live in a world where it has left our planet teetering on the edge environmentally, where corruption , criminality , and human cruelty have become the norm because of it. It will not change of it`s own will and why would it, the vast majorities have become apathetic and ignorant of what is happening, they have their little screens and it makes them happy! I fear for the future and the only consolation i have selfishly is that at 66 years i will be dead when it all comes crashing down like the countless civilisations before this one.

  19. It looks like the normal working class person is the loser in this system. But you have to understand, that every individual has the power to ignore all the advertisement and news and decide if he works and for whom. If you know what you are dealing with, you are in charge

  20. …The authors fail to point out that these theory's apply equally to both sides – It's We The People in the middle that have to decide who's telling the truth and who's lying. That's the ongoing battle…..Al Jazeera Media Network is owned by the government of Qatar.

  21. A recent example of corrupt media is when you click on a CNN, etc. article on Jeffrey Epstein, they always make sure to call it baseless, or unsubstantiated.

  22. I think the best way to stay informed along with not getting brainwashed is by seeing and hearing everything, and then filtering it…
    But then again not many have the time or the the faculties to do so…

  23. The message seems to be that authoritarianism is better because it's more honest and nobody feels like they have chosen to be part of an evil system, just complying because they are forced to rather than tricked. The fact it's though that it the system gives a clever man an inch of liberty to pursue his own free will, then he can take on the powers that be and change the system. The five filters is much simpler anyway than what is actually coming about through the internet. They can try to control it, but they are losing their hold day by day, as alternative media and alternative figure heads pop up everywhere.

  24. Sure, thats why iam here in the US watching YouTube, getting ready to work tomorow and live in a free and peaceful country. Lets be honest, 70% of the people in communist or islamic countries are poor and dont have peace or freedom of speech. Lets be honest. So this video sucks

  25. Ah! Now it makes sense why media now is attacking the concept that the Amazon is the lungs of the world… Well done Forbes.

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