Rather than creating an independent structured agenda of there own, generally lesser smaller news organizations adapt to a prepared agenda, previously constructed by a higher medium. Based upon this information alone, it is quite apparent that media functions in adherence to the characteristics of a hierarchy. This simply means that media is structured in a way that it operates functioning from top to bottom. This is also identical to the hierarchical nature of the human body, in that from the commands of the brain transferred through the central nervous system, the body responds accordingly. In order for the U.S. government to control and determine the public’s popular perception of reality, the government must shape and oversee the information that the media reports to the existing populous.
Based on the reasons and weighing out of the models, the Manipulative Model still has the final decision for the output of the medium. Owners/proprietors and the government purposely select apt news for publication that suits their interests and benefits them - at the same time, shaping the society on what they should read in the newspapers. They deliberately choose what ideas could possibly fit in the current events to make it successful and later on develop it into a more controlled way. Indeed, the Marxist’s saying: “The class which has the means of material production has control at the same time of the means of mental production…they regulate the production of the ideas of their age: thus their ideas are the ruling ideas of the epoch.” Marx, The German Ideology, p. 39
Therefore, we can easily say media primarily control people’s opinion, and beliefs. Due to this, media must do its job impartially. In addition to this, the basic criteria of the media would be always say truth. On the other hand, the anxiety of rating and getting power entails media taking sides. It would seem that the media is using for propaganda and laissez-faire, besides both of them obtains to control the people, and control means power (Watson, 86).
In closing, who is watching the watchdogs, the journalists who are now trying to carve our moral standards and social, political opinions? Asked if they are to powerful, I say yes, while regulated by the mighty Federal Communications Commission (FCC) and the Communications Act of 1934 it is ultimately us the consumer that must take a share of the blame. Without us watching, the media could not be as influential as it is today. Far too long, have we the American people accepted what the media is doing. Unquestionably, we have gotten used to the way the press do things, allowing them to become too powerful.
The Power of the Media in Politics The mass media possesses a great deal of influence in society and politics in the United States. Newspapers, radio, magazines and television are able to use their own judgment when reporting current events. The power of the mass media is an asset to the government in some instances and a stumbling block in others. Recent technology and regulations related to the media have improved the means by which the public can get information. The final say in what goes into a story, however, belongs to the reporter alone.
The "Pluralism" theory sees a variety of media being provided to the public to ensure a wide coverage of all viewpoints. The Pluralists criticise that as the BBC are impartial to both main political parties, bias stories would not occur. Gate keeping in the media sees how editors choose particular sorties to enter public media. This theory of gate keeping was created by David White. He sees gate keeping as an 'informal process of censorship'.
The Party had every piece of literature rewritten and every photo reproduced to fit their fictional stories of war success and economic advance. By having this power, to control the past, they controlled the future. With the power to control the future of the human race, the Party manipulated the human body and its functions. It also controlled the hum! an mind through physical experiments and the enforcement of complete orthodoxy to fit their needs.
The media's original purpose was to inform the public of the relevant events that occurred around the world. The job of the media is to search out the truth and relay that news to the people. The media has the power to inform the people but often times the stories given to the public are distorted for one reason or another. Using slant and sensationalism, the media has begun to shape our views in society and the process by which we choose our leaders. There was once a time when the government used the media as a medium to influence voters, committees, communities etc.
Media has a unique influence on public opinion and elections which leads them to have a profound impact on setting the country’s agenda. The country direction is determined by what the media say and the interest of the public. This country runs on a democracy government in order to give what the people want. But since most of the people get their political knowledge through media, their actually give the government what the media wants. Abraham Lincoln once stated “Democracy is the government of the people, by the people, for the people.” But once you take a step back and look the amount of influence of the media has on the citizen of the US.
In the media journalists are a watchdog for the public for what happens in government and its institutions. It gives people an opportunity to voice their opinion on those in power, yet gives those in power a stage in which they can release their views. Media is run by those in power and in the media, power necessarily means wealth. At the moment there are approximately 1000 television channels broadcasting in the UK and here we rely on our British news to inform us of what is happening in our country. But are we hearing what we need to know, or the favoured topics of media owner?