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In other words, if the press is indeed adversarial and liberal and all these bad things, then how can I go beyond it? They’re already so extreme in their opposition to power that to go beyond it would be to take off from the planet. So therefore it must be that the presuppositions that are accepted in the liberal media are sacrosanct — can’t go beyond them. And a well-functioning system would in fact have a bias of that kind. The media would then serve to say in effect: Thus far and no further.

We ask what would you expect of those media on just relatively uncontroversial, guided-free market assumptions? And when you look at them you find a number of major factors determining what their products are. These are what we call the filters, so one of them, for example, is ownership. Who owns them?

The major agenda-setting media — after all, what are they? As institutions in the society, what are they? Well, in the first place they are major corporations, in fact huge corporations. Furthermore, they are integrated with and sometimes owned by even larger corporations, conglomerates — so, for example, by Westinghouse and G.E. and so on.

So what we have in the first place is major corporations which are parts of even bigger conglomerates. Now, like any other corporation, they have a product which they sell to a market. The market is advertisers — that is, other businesses. What keeps the media functioning is not the audience. They make money from their advertisers. And remember, we’re talking about the elite media. So they’re trying to sell a good product, a product which raises advertising rates. And ask your friends in the advertising industry. That means that they want to adjust their audience to the more elite and affluent audience. That raises advertising rates. So what you have is institutions, corporations, big corporations, that are selling relatively privileged audiences to other businesses.

Well, what point of view would you expect to come out of this? I mean without any further assumptions, what you’d predict is that what comes out is a picture of the world, a perception of the world, that satisfies the needs and the interests and the perceptions of the sellers, the buyers and the product.

Now there are many other factors that press in the same direction. If people try to enter the system who don’t have that point of view they’re likely to be excluded somewhere along the way. After all, no institution is going to happily design a mechanism to self-destruct. It’s not the way institutions function.

So they’ll work to exclude or marginalize or eliminate dissenting voices or alternative perspectives and so on because they’re dysfunctional, they’re dysfunctional to the institution itself.

Now there are other media too whose basic social role is quite different: it’s diversion. There’s the real mass media-the kinds that are aimed at, you know, Joe Six Pack — that kind. The purpose of those media is just to dull people’s brains.