The Propaganda Model: Theoretical and Methodological Considerations

Abstract

This article provides an overview of the Propaganda Model and rehearses central theoretical considerations concerning the model's overall understanding of media behaviour. The article then advances a contemporary state-of-the-art discourse on the methodological techniques that may be utilized in applying the model, highlights potentially complementary approaches to the critical study of mass media behaviour and explores criticisms of the model.The 'Propaganda Model' (PM) of media operations advanced by Herman and Chomsky (1988) is analytically and conceptually concerned to engage with the question of how ideological and communicative power connect with economic, political and social power, and to explore the consequent effects upon media output. This article overviews the PM and highlights central arguments associated with the PM regarding overall patterns of media behaviour. The article then considers ways in which the PM may be applied, exploring the methodological techniques that may be utilized in applying the model. The article also highlights potentially complementary approaches to the critical study of mass media behaviour and explores criticisms of the model. The Herman-Chomsky Propaganda Model -An OverviewThe PM's five filter elements draw attention to the main structural constraints that impact overall patterns of media performance. Herman and Chomsky correctly observe that most mainstream media are themselves typically large corporations, 'controlled by very wealthy people or by managers who are subject to sharp constraints by owners and other market-profit-oriented forces ' (Herman and Chomsky, 1988, 14). Their model suggests that ownership, size and profit ______________________________ Westminster Papers in Communication and Culture

The freedom to be silent? Market pressures on journalistic normative ideals at the Nation Media Group in Kenya

“…As Herman and Chomsky (2002) observe, mainstream media interlock with other institutional sectors in ownership, management and social circles, effectively circumscribing their ability to remain analytically detached from other dominant institutional sectors. This in effect results in self-censorship without any significant coercion (see Klaehn 2002Klaehn , 2009. From the interviews with journalists at the NMG, it is clear that this process also plays itself out in the newsrooms of this group.…”

The Propaganda Model and the Mediation of the Land Question in Zimbabwe

“…The UN and its agencies -such as the UNDP, WFP and FAO -feature prominently as sources, as do Western diplomats, in framing the relationship between Zimbabwe and the international community. As argued by van Dijk (1985), Herman and Chomsky (1988, 2002, 2008, Scudson (2002), Mabweazara (2011) and Klaehn (2005aKlaehn ( , 2009) among others, sourcing plays a decisive role in newsmaking practices. Institutionally affiliated sources are primary definers of reality and are also centres of news generation.…”

“…It is from this perspective that media institutions find themselves promoting media discourse which is not injurious to the interests of advertisers and their economic or capital establishments. Klaehn (2009) observes that the first two filters, namely ownership and advertising, 'play heavily into news production processes highlighting the macro-level structural dimensions that in effect shape mainstream news discourses' (p 44). The focus on both government-owned press and privately controlled media in Zimbabwe will provide sufficient data to prove or disprove the tenability of the above claims.…”

“…The fourth filter of the PM, referred to as 'flak' by Herman and Chomsky, stresses how the institutional actors wield both economic and political power which they exert to subtly or patently control news making patterns (Herman and Chomsky 2008;Klaehn 2005Klaehn , 2009McChesney 2008;Winter 2002Winter , 2007Lovaas 2010). Lovaas (2010, 19) commenting on the use of flak in the newsmaking process opines that when journalists report or write stories that threaten economic or political power, structures, or practices, negative flak often comes back to the reporter, editor, or newspaper.…”

Jacques Ellul’s “Anti-Democratic Economy:” Persuading Citizens and Consumers in the Information Society

“…Since the original publication of Manufacturing Consent, this model has been updated, tested and extended in order to reply to criticism and address historical changes (Sparks 2007;Klaehn 2009;Mullen and Klaehn 2010). For the authors, "the changes in politics and communication over the past dozen years have tended on balance to enhance the applicability of the propaganda model" (Herman and Chomsky 2002, xvii).…”