Propaganda model of Communication

3. WHAT IS
PROPAGANDA?

4. PROPAGANDA
•dissemination of information—
facts, arguments, rumors, half-
truths, or lies—to influence public
opinion.
•the more or less systematic effort
to manipulate other people’s
beliefs, attitudes, or actions by
means of symbols.

5. PROPAGANDA
MODEL
OF COMMUNICATION

6. WHAT IS PROPAGANDA
MODEL OF
COMMUNICATION?

7. RAW NEWS
FILTERS
RECEIVED NEWS

8. PROPAGANDA MODEL
•developed to explain how
propaganda, systematic biases,
pressures, and constraints have
been influencing mass media.
• explains how economic, social
and political policies are
manufactured in order to
manipulate the populations for

9. PROPAGANDA MODEL
“A propaganda model focuses on
this inequality of wealth and power
and its multilevel effects on mass-
media interests and choices. It
traces the routes by which money
and power are able to filter out the
news fit to print, marginalize
dissent, and allow the government
and dominant private interests to

10. PROPAGANDA MODEL
• This theory views media as a
business which sells its products
(the audience, readers, and
subscribers) to other businesses
that do their advertisements in the
media, rather than disseminating
news for the public.

11. 5 FILTERS IN THE
PROPAGANDA
THEORY

12. 5 FILTERS
• The filters make the news different
from its original form by
determining what events are
newsworthy, how these events are
to be covered and how much
coverage they receive.

13. 5 FILTERS
•These five filters are:
Size, ownership and profit orientation
of mass media
Funding
Source
Flaks
Anti-communism

14. SIZE, OWNERSHIP AND PROFIT
ORIENTATION OF MASS MEDIA
•The major news distributors are a part
of large corporations and
conglomerates. As a result, the
information provided to the public
largely depends upon the interests of
these organizations, which in turn has
a direct impact on the quality of the
news.

15. FUNDING
•Advertising is the primary source of
income for the mass media.
•The media would filter the news in
favor of their fund providers often for
the sake of their existence.

16. SOURCE
•Rely on press releases and other
public relation products for news which
have already been tailored for
publishing.
•Also information from the government
officials and politicians.
•They also rely on concentrating their
personnel where news stories are
likely to occur, such as at the

17. FLAKS
• A negative response from the audience to
the programs or outlets broadcasted or
published by the media. A flak can be of
various types such as a lawsuit,
complaints, government sanctions or
petition.
• Flaks on a large scale is destructive to the
media.

18. ANTI-COMMUNISM
•This filter mobilizes the population
against a common enemy while
portraying the opponents as
insufficiently patriotic or in alliance
with the enemy.