Let me start my reflections by a quote from a respected colleague, Thomas Schatz,
“In a global media culture unified by rituals of entertainment and patterns of consumption, those who cannot afford to consume are likely to be factored out of the cultural and political equation. And those social and political issues which cannot be rendered in sufficiently “entertaining” terms are likely to be either ignored or regulated to the far reaches of the 500-channel universe.” (See p. 101 of Conglomerates and the Media edited by the tireless Erik Barnouw, ET AL., The New Press, NY 1997)
Who is the boss?
Who owns the media may be controlling the message. And he who owns the media, and, in turn, its content, brings us a worldview—one could argue. Let us utilize the agenda-setting theory as a framework to understand this a bit deeper. Today, a handful of composite firms happen to own all of corporate media. Moreover, corporatism seems to be the dominant ideology here and in much of the rest of the planet, thanks to Ronald Reagan, Bill Clinton, Margaret Thatcher, Milton Friedman, et. Al., IMF, World Bank, and the quad (i.e., USA, Japan, Canada, and the EU) along with China, India and Brazil, ushering in and implementing the project of Globalization under the ideological umbrella of neoliberalism (i.e., free-market fundamentalism aka, corporatism).
Let us expand the boundaries of the agenda-setting theory a bit.
- The corporate media set the agenda; telling us what to think about
- The corporate media teach us that we NEED to read and evaluate the different items on the agenda
- Audiences pay close attention to the topics on the agenda, because these are stressed around the clock by the corporate media via TV, Radio, Newspapers, and the Internet
- The corporate media also provide pundits, “experts,” and other talking heads to give us various “informed and educated” analyses of topics. In turn, they teach us a kind of evaluative language with its own set of easy to digest lexicon
- The pedagogy of corporate media is effective, as they are aware of the effectiveness of emotion-provoking images and repetition of easy to digest talking points
So, not only do they set the agenda, but they seem to manage to make many of us into automatons who will evaluate the topics in same or similar terms as they do. In other words, monkey see, monkey do!
We seem to be chained in the proverbial Platonic cave set up by what media critic Thomas Frank calls “the culture trust” (i.e., conglomerate owners of corporate media) and their agents of implementation. The conglomeration juggernaut will—and does—censor their news vehicles, watering down political issues and so on.
NOW, let’s shift into second and third order thinking a bit. I want to get help from Habermas.
Long time ago (as far back as the late 60s, early 70s) Habermas started to believe in the transformative power of undistorted communication. He thinks that communicative action is central to political action and paradigm shifts. He is indeed on to something with his theories.
Following Habermas’ logic, we must focus on linguistics of media. If we have a deep understanding of media language and can attain critical media literacy, then I argue, we can increase our rational communicative competence. Societies make moral mistakes with regularity. For those of us who are committed to the ideas and actions toward social justice there is a vital need of higher moral development so as not to make too many moral mistakes.
This kind of project requires solid collective consciousness. Habermas issues a strong caveat regarding what he calls cultural impoverishment. How do the corporate media deliberately generate cultural impoverishment? Through programming of sophisticated discourses that are designed to SUPPRESS critical discourses produced by engaged citizens and those in the alternative media (e.g., Free Speech Radio/TV, Link TV, and Free Press)–and to some extent public media (e.g., BBC, PBS, and NPR). This is how ideology operates, after all. These corporate media discourses generate a kind of everyday communication with people, yielding what Habermas calls fragmented consciousness.
This fragmented consciousness is severely handicapped when it comes to understanding the world in any meaningful and critical way. It is indeed difficult to escape the ways of the media, as it is connected to the ways of technological advancement congruent with capitalist ideology. Take the case of the cell phone, for example. Most people use their cell phones to get the news, set up appointments, play video games, browse the Internet, and so on…and they might make a few phone calls too. In a corporatist paradigm there exists a top-down management that teleologically (with a purpose) looks to shape people into “functionally rational” (another Habermasian term) workers and consumers while at once culturally impoverished. Think of the professional corporate lawyer who is extremely competent in his or her job but is incapable of reading critically the various Disney films, seeing them as merely benign entertainment.
In The Theory of Communicative Action, Habermas writes,
“We today have a “fragmented consciousness” that blocks enlightenment by the mechanism of reification. It is only with this that the conditions for a colonization of the lifeworld are met. When stripped of their ideological veils, the imperatives of autonomous subsystems make their way into the lifeworld from the outside—like colonial masters coming into tribal society—and force a process of assimilation upon it.” (TCA 2 355)
Do money and power interfere with people’s ability to conduct a form of communicative action predicated on reason? Do corporate media programs “explain” to us what happens, how things happen, why they happen, and in turn, justifying the status quo (i.e., corporatism is natural and ideal)? It behooves us to remember that ideology as mediated through culture industry is systematic and seems to have a comprehensive inventory of ideas and narratives, explaining socio-political lifeworld. They give us the “reality” they want us to believe in. And once internalized, do we demand this “reality” and nothing else?