Introduction
In the era of information explosion, how media influences public opinion has become an important topic. The “Manufacturing Consent” theory proposed by Noam Chomsky and Edward S. Herman, they provides us with an in-depth analytical framework. Their collaborative achievements provide us with an important perspective for understanding the relationship between media and public opinion. This blog will explore the core viewpoints of this theory, its application in modern society, as well as criticism and reflection on it.
Core viewpoint
The ‘Manufacturing Consent’ theory suggests that the media shapes public opinion and consensus through a series of ‘filters’. Common manufacturing consent filters, such as controlling media resources through large media companies to determine which information is disseminated. There are also common algorithmic recommendations that use social media and search engines to recommend content that aligns with users’ viewpoints and positions.
Case analysis and technical impact on ‘manufacturing consent’
case analysis
Social media platforms use algorithms to recommend content and influence users’ opinions.
For example, YouTube’s “recommended video” algorithm, I often watch bloggers analyze whether Kanye has been replaced by an identical forger instead of himself. Since I keep watching such videos, algorithms often push me analysis videos from major bloggers analyzing whether Kanye has been replaced, deepening my view that Kanye is a forger. This makes me feel that algorithms will only allow me to see videos that align with my own views, thereby limiting my exposure to different perspectives. Upon careful consideration, I have never seen any other bloggers denying that they are counterfeiters in their analysis videos.
Including Instagram’s “Explore” feature, which recommends content based on users’ interests and interaction history. For example, I often follow Rihanna’s makeup brand Fenty Beauty on Instagram, which recommends posts from different makeup brands to me, influencing my fashion views and purchasing behavior.
Technological impact
Artificial Intelligence: The application of artificial intelligence technology in content recommendation and generation further enhances the ability of media manufacturing to agree. For example, AI can accurately push content based on users’ browsing history and social behavior, thereby influencing users’ cognition and behavior.
Big data analysis: Big data analysis technology enables media to more accurately understand users’ interests and behaviors, thereby enabling more targeted content push and advertising placement.
Criticism and Reflection
Chomsky and Hermann’s theory provides us with a framework to help us understand how media influences public opinion. However, first of all, this theory also has limitations. For example, with the development of the Internet, the way of information transmission has undergone tremendous changes. The rise of social media has changed the way the public obtains and transmits information. Is the traditional filter still applicable to new media? Secondly, it is too simplified. The theory of ‘manufacturing consent’ ignores the critical thinking ability of the public and oversimplifies the role of media. People usually post videos or comments on social media platforms to raise questions. The public should enhance their ability to discern information, learn critical thinking, and avoid being influenced by a single viewpoint. Also, media should increase transparency, publicly disclose their content recommendation algorithms and data usage, and accept public supervision.
conclusion
The ‘Manufacturing Consent’ theory provides an important framework for us to understand the relationship between media and public opinion. In modern society, the media has further enhanced its ability to generate consent through technological means. However, we should also recognize the limitations of this theory and take measures to improve public media literacy and promote a more transparent and diverse media environment.
reference
- Chomsky, N., & Herman, E. S. (1988). Manufacturing Consent: The Political Economy of the Mass Media. Pantheon Books.
- Bennett, W. L., & Iyengar, S. (2008). A New Era of Minimal Effects? The Changing Foundations of Political Communication. Journal of Communication, 58(4), 707-731.
- Pariser, E. (2011). The Filter Bubble: What the Internet Is Hiding from You. Penguin Press.
Hi,Zhaoning
I read your blog and you have a lot to say about the theory of “making consent”. And illustrate the technological impact of “making consent” with examples of related events. In the era of big data, it seems that everyone is like a transparent person, we are known by algorithms, and various platforms will guess your preferences through algorithmic analysis.
Hi Zhaoning, you post is comprehensive and offer valuable insight on the concept of maufacturing consent. I believe that the examples which you provide are also important in showing that celebrities mostly give us an impression about themselves or their lives that may not necessarily reflect their true identity. It is clear that the media is mainly a tool that is used to maintain the existing power dynamics. We therefore need to seek information from diverse sources and avoid passive consumption of news if we are to remain well informed. I think social media now provides this avenue and we need to utilize them to spread factual information and for correcting some of the inaccurate information that we can establish to be false.
I agree with the point that improving media literacy is essential in addressing the influence of media on public opinion. As highlighted in the blog, critical thinking and the ability to discern information are crucial in a media landscape dominated by algorithms and tailored content. Without these skills, individuals are more likely to fall into echo chambers, as illustrated by the example of algorithmic recommendations on platforms like YouTube. Media literacy empowers people to question biases, seek diverse viewpoints, and resist manipulation, fostering a more informed and balanced society.