I just finished reading Herman & Chomsky's "Manufacturing Consent". It is an amazing and eye opening book. The basic premise is that the media in the U.S. is controlled implicitly and sometimes explicitly by the ruling class, or as I call them: The Oligarchy.
They've made a model they call the "Propaganda Model" which says that the content the media prints is implicitly filtered by the journalists themselves through coercion from the top. This takes the form of 5 filters which are forces that censor the flow of news down to what get dropped, printed, and reprinted.
The Five Filters:
1.) Size and concentrated ownership of the media
2.) Advertisers as primary revenue source
3.) Reliance on government, business, and "experts" (who are known as having views approved by the forces in power)
4.) Flak - a means of punishing the media that does not conform to the rules
5.) One opposing group whose doctrine is considered to be universally evil
Now, I'll explain how each of these are used.
1.) Size and concentration of ownership:
The concentration insures that only the most elite in society have ownership of the media itself. In the book, extensive research was done to show ownership of the media and what they found was that it is indeed owned by the elites or those (such as big time bankers) who have aligned interests with the elites. This eliminates dissent among all the groups of the media by definition.
The size works two fold. One, it makes the cost of starting a new media organization too prohibitive of everyone but the elites. Two, it allows each company to be involved in many mediums so that all media is disseminated efficiently and consistently.
Some might point out that not all media themselves represent the same views. In a comparison between the Fox News, CNN and the BBC you will see distinct chances. As you go down that list the views will get more leftist overall. However, this is only reflects of the varying views of the elite themselves, not the common people. If you look at the similarities in news coverage the general consensus of the media becomes cleared. Both in the selection of stories and the time spent covering them the media often are in virtual agreement with one another. This leads to the next filter.
2.) Advertising as the primary source of revenue:
The reason the news covered is the same from company to company is so that the size of the target audience and its demographics of the advertising are maximized. Hence the reason Anna Nicole Smith and Paris Hilton are on so much: ratings. These in turn allow them to charge more for an ad spot.
It goes beyond that though. The stories themselves are filtered via the advertisers. I remember that CNN, after having Michael Moore on for his documentary "Psycho", had on an expert from a pharma-friendly organization on to fact check Moore. Not that this is bad, but it's an obvious anti-blowback measure toward the pharma companies who are some of the biggest advertisers on their station.
3.) Reliance on government, business, and approved experts
In the book it shows how many organizations provide what they refer to as subsidized journalism. For example, the government provides press releases & speeches ahead of time to save the media effort. Businesses provide press releases and even news making equipment to the media. I was in the JP Morgan trading floor the other day, and I was shown the area where all the JPM info was televised by the news media.
Interestingly, they view is that the experts that come onto the programs as guesses are considered experts because they have a reliable, PC, and acceptable opinions. These provide less risk than many radicals, even if they get the ratings. Michael Moore can again be used here for the same case. He attracts a lot of viewers (and hence $$$), however he is a risky guy to have on. CNN thought he would be on his good behavior, but their bets didn't pay. Many of viewers they attracted were now repulsed, but the advertisers were sufficed.
Moreover, the experts they have are often brought to expert status by the media themselves. An example in the book was of many ex-communist sympathizers who before could never get on for both views and lack of resume, but with the reversal of views these fringe people were brought on very often for views which were not of the expert nature.
4.) Flak
Flak is any negative feedback from the viewing audience or other public groups. This can be in many forms such as e-mail, letters, etc. and also comes from a variety of people and groups. The effect this has on the media is that they see their viewer base (and $$$) and others of importance going away from them. The authors contend that many organizations (they have in-depth info on many) are made for the almost explicit purpose of using flak to keep the media in line. These organizations operate under the guise of being watchdog groups. However, they are often funded by those of the oligarchy and others of the elites.
5.) Evil Opposing Doctrine
The authors originally called this the "anti-communist" filter. However, this is dated and can probably be replaced by "terrorist" today. However, for the use of a generally applicable framework I've used the "opposing doctrine" term. This opposing force is then used as a scapegoat for the media, government, and the rest of the oligarchy to refer to in the news as way to justify there actions. This filter can then be used to create scares over communism, terrorism, and other such forces.
My Conclusions
I'd like to say that I think this book is a very accurate look at the current situation. It should be required reading for everyone who cares about the future of this country. I would recommend at the very least to read chapters 1,2, & 7. The rest of the book is a lot of case studies that I admit I only read the opening few pages of each sub-section because it's very in depth and un-needed unless you're doing academic research.