The propaganda model is a representation of a system that is used in media to channel some sort of agenda, plus the media operates using five filters according to Herman and Chomsky (1998): profit-ownership, advertising, establishment, flak, and the common enemy.
The limitation on ownership of media is caused by the large size of investment required to own a part of media, plus it has become more and more effective over time (Herman and Chomsky, 1998).
Both Herman and Chomsky clarify that mainstream media could be or owned by big corporations or a multi-industry company. That is why the information presented by the media will become biased in respect of the organizations.
Advertising serves as a powerful mechanism that allows promoting a specific product or an idea. Plus, when there’s an ad included in the media, it has the advantage of being sold at a lower cost than ad-free media. Advertising is a primary source of income since it attracts the audience.
When it comes to sharing content on media one must be relied on information provided by experts and official sources that would reduce investigative expenses
Flak refers to negative commentary on a specific statement. Flak could come from people with power and higher authorities because of that, they have a huge influence on the media.
Communism was a haunting idea to the property owners since it holds the idea of equality. Hence, an anti-communism mindset has been created. Mass media has been used as a mass control technique facing communism.
To clarify and give an example on one filter which is ownership and how it helped it shaping media locally and internationally. Most of the TV channels in Lebanon are affiliated with a political party, for example, there is OTV and as it was mentioned before, the report given by the media will become biased in respect of the organizations. Relating it to what is happening with the revolution in Lebanon, the OTV channel may not film and broadcast everything in respect of its party.
References:
-(A Propaganda Model, 1988)
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