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Manufacturing Consent: Noam Chomsky and the Media Page #8
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- Year:
- 1992
- 167 min
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as a way to promote the community.
We're a very high
promotion-conscious community.
When you walk through Media,
you'll be treated very well,
and you find that people have taken the idea
of being everybody's hometown to heart.
The local paper, The Talk of the Town...
The Town Talk.
- Do you read that?
- Yes, I read The Town Talk.
What do you think the difference is between
The Wall Street Journal and The Talk?
Well, I mean, The Town Talk
is completely local news,
and it's fun, it's nice to read, it's interesting.
You read about your neighbours, see what's
going on in the district, and things like that.
We're in business to make bucks,
just like the big daily newspapers,
and like the big radio stations,
and we do quite well,
and rightfully so, cos we work very hard at it.
I just wanna show you a copy of the paper here,
the way it is this week.
It's plastic-wrapped on all four sides.
Weatherproof,
and hung on everybody's front door.
And many times you'll find this paper runs
well over 100 pages a week.
You have to remember there are five editions.
This happens to be
the Central Delaware County edition,
which is the edition
that covers Media, Pennsylvania.
What you see here
is the advertising and composition department.
- Say hello, guys, will you?
- Hi.
And what we're doing now is we're putting
red dots, green dots, and yellow dots
up on the map wherever there is a store.
The red dots are the stores
that don't advertise with us at all.
The green dots are the ones
that advertise with us every week,
and the yellow dots
are the ones that run sporadically.
Now, we have computer print-outs
and what we do is we take the print-outs
of all the red dots which are the bad guys,
and our idea is to turn these red dots into yellow
dots, and turn the yellow dots into green dots,
and eventually make them all green dots,
so 100 per cent of the stores
and 100 per cent of the merchants and service
people advertise in our paper every week.
That way, we won't have any more red dots.
I guess there'll always be a few,
but I have high hopes
there'll be a lot more green ones
than red when we're finished.
Hi, I'm Jim Morgan.
I'm with the Corporate Relations Department
of The New York Times,
and I'm here to take you on a tour
of The New York Times, so... let's begin.
So, they're just taking audio in here, yeah.
Audio. No cameras, no still.
We went over this quite thoroughly.
They don't even take a still camera in here.
We're in the composing room.
This is where the pages are composed.
This is the typographical area.
This might seem big, but it is average.
In fact, below average.
Our 60 per cent might include on some days
maybe...
where the rest of the newspaper
is weighted much heavier news to advertising,
but the paper in its entirety every day,
large or small,
is 60 ads, 40 news.
Well, that completes our tour
of The New York Times,
and I hope you found it informative, and...
...I hope that you read The New York Times
every day of your life from now on.
whose basic social role is quite different.
It's diversion.
There's the real mass media, the kinds
that are aimed at the guys who... Joe Six-pack.
That kind. The purpose of those media
is just to dull people's brains.
This is an over-simplification,
but for the 80 per cent or whatever they are,
the main thing for them is to divert them,
to get them to watch National Football League,
and to worry about the... you know...
mother with child with six heads,
or whatever you pick up in the... you know...
in the thing that you pick
up on the supermarket stands, and so on.
Or, you know, look at astrology, or get involved
in fundamentalist stuff, or something.
Just get them away, you know.
Get them away from things that matter.
And for that,
it's important to reduce their capacity to think.
in another special department.
The sports reporter must be a specialist
in his knowledge of sports.
He gets his story right at the sporting event,
and often sends it in to his paper play by play.
Sports.
That's another crucial example
of the indoctrination system in my view.
For one thing, because it... you know,
it offers people something to pay attention to
that's of no importance.
- That keeps them from worrying about...
...keeps them from worrying
about things that matter to their lives
they might have some idea
And in fact, it's striking to see the intelligence
that's used by ordinary people in sports.
You listen to radio stations where people call in.
They have the most exotic information
and understanding
about all kinds of arcane issues,
and the press undoubtedly does a lot with this.
I remember in high school - I was pretty old -
I suddenly asked myself at one point,
"Why do I care
if my high school team wins the football game?"
I mean, I don't know anybody on the team,
you know.
It had nothing to do with me.
I mean, why am I cheering for my team?
It doesn't make any sense.
But the point is, it does make sense.
It's a way of building up irrational attitudes
of submission to authority,
and, you know, group cohesion behind...
you know, leadership elements.
In fact, it's training in irrational jingoism.
That's also a feature of competitive sports.
I think...
If you look closely at these things,
I think, typically, they do have functions,
and that's why
energy is devoted to supporting them,
and creating a basis for them,
and advertisers are willing to pay for them.
I'd like to ask you a question
about the methodology
and study in the propaganda model,
and how would one go about doing that?
Well, there are a number of ways to proceed.
One obvious way is to try to find
more or less paired examples.
History doesn't offer true controlled
experiments,
but it oten comes pretty close.
So one can find atrocities or abuses of one sort
that on the one hand are committed
by official enemies, and on the other hand
are committed by friends and allies,
or by the favoured state itself.
By the United States, in the US' case.
The question is whether the media
accept the government framework,
or whether they use the same agenda,
same set of questions,
the same criteria for dealing with the two cases
as any honest outside observer would do.
If you think America's involvement
in the war in Southeast Asia is over, think again.
most genocidal people on the face of the earth.
Peter Jennings
Reporting From The Killing Fields.
Thursday.
I mean, the great act of genocide
in the modern period is Pol Pot.
That atrocity...
I think it would be hard to find any example
of a comparable outrage and outpouring of fury,
and so on and so forth,
so that's one atrocity.
It just happens that in that case,
history did set up a controlled experiment.
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"Manufacturing Consent: Noam Chomsky and the Media" Scripts.com. STANDS4 LLC, 2024. Web. 29 Aug. 2024. <https://www.scripts.com/script/manufacturing_consent:_noam_chomsky_and_the_media_13340>.
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