Group 2

Manufacturing
Consent And
Controversy
Language, Culture & Social
 Group Members
Nguyễn Phương Anh - 21041152
Lù Quang Huy - 21040865
Đoàn Minh Khôi - 21041021
Đinh Như Ngọc - 21040917
Mai Quí Vương - 21040984
Table of contents

01 02 03
Introduction Manufacturing Consent
Manufacturing Consent

03 04
Manufacturing Conclusion
Controversy
 Chi Pu:
“Ở Việt Nam, cứ cầm mic lên
đã là ca sĩ rồi.”
(In Vietnam, as long as you sing on a
stage, you are a singer)
 Chi Pu:
“Ở Việt Nam, cứ cầm mic lên đã là ca sĩ rồi.”

“Bản thân Chi đã tìm hiểu về thị trường Việt Nam. Ở thị trường Hàn Quốc, nếu
một người cầm mic lên hát, thì sẽ phân ra rất nhiều vai trò khác nhau: ca sĩ,
idol... Nhưng ở Việt Nam, khi cầm mic lên hát thì đã gọi là ca sĩ rồi, không có
một từ nào khác để nói về nghệ sĩ trình diễn cả. Đó là một ý tưởng Chi nghĩ là
đúng đối với Chi trong thời điểm này.”
 02
FUNCTIONS OF MASS MEDIA
 How The Mass Media Function
Communicating term
Amuse, entertain, and inform, and to
inculcate individuals with the values,
beliefs, and codes of behavior that will
integrate them into the institutional
structures
of the larger society.
Ideological term
“In countries where the levers of power are in the
hands of a state bureaucracy, the monopolistic
control over the media, often supplemented by
social censorship, makes it clear that the media
serve the ends of a dominant elite.”
(Herman & Chomsky, 1988)
 03
Manufacturing
Consent
Manufacturing Consent

● Definition
● 5 Filters of the Propaganda
Model
 Definition
Manufacturing consent refers to the process by
which powerful entities, often through the media,
shape public opinion in ways that serve their own
interests.
(Herman & Chomsky, 1988)
 5 Filters Of The Propaganda Model
A sort of gatekeeping system, influencing the content
that reaches the public.
 Filter 1
SIZE, OWNERSHIP & PROFIT ORIENTATION
OF THE MASS MEDIA
The major media organizations are in
the hands of a few elites. The major
news channels, newspapers and
other mass media instruments are a
part of large corporation and
conglomerations.

⇒ Prioritize benefits and agenda-

setting over diverse viewpoints.
 The information presented to the public will be
varying as per the interests of these organizations.

Example: In the US, just a handful of corporations own the vast majority
of media outlets (Comcast - Universal Pictures, Cartoon Network; AT&T - Warner Media;
The Walt Disney Company, etc,).

⇒ This concentration of power → These corporations decide what makes

the news and can shape the public's view of major events.
 Filter 2
ADVERTISING
Advertising served as a
powerful mechanism
weakening the working-class
press
Working-class and radical
media also suffer from the
political discrimination of
advertisers.
 Example

A corporate organization may threaten the media saying that

they will withdraw advertising contract if the media publishes
any news which damage the reputation of the organization.
Filter 3
SOURCING
 “The mass media are drawn into a
symbiotic relationship with powerful
sources of information by economic
necessity and reciprocity of interest.”
(Herman & Chomsky, 1988)

The media choose to rely on "reliable" sources (political officials, corporations, and established
experts who may hold specific biases or agendas)
to making sure of a proper flow of news the organizations keeps the sources
delighted by fine-tuning the news.
 Example

The spokesperson of a prime minister or president is considered

as a powerful source of news. For making sure of a proper flow of
news the organizations keeps the sources delighted by fine-
tuning the news.
 Filter 4
FLAK AND THE ENFORCERS
Flak: negative responses to a media statement or program. (letters, telegrams, phone
calls, petitions, lawsuits, speeches and Bills before Congress and other modes of complaint, threat and
punitive action)

These are efforts to discredit organizations or individuals who disagree with or

cast doubt on the prevailing assumptions.

(Herman & Chomsky, 1988)

Media outlets may have to apply self-censorship and avoid news items that
may bring flak from the enforcer (powerful individuals or groups).
Example
ABC’s television magazine program “Day One” contended that
cigarette companies commonly add extra nicotine to cigarettes.
Philip Morris claimed that they suffered “massive harm” as a result
of the statements leading to a lawsuit against ABC.

⇒ ABC was required to pay Philip Morris’ legal

expenses in the amount of $2.5 million to $3 million
and multiple public apologies on prime time television.
 Filter 5
ANTI-COMMUNISM AS A
CONTROL MECHANISM
Anti-communism
● Concerning communism as an ultimate evil.
● Adopt a policy to bring censorship to the articles and news
which talks about the good side of communism.
 Anti-communism
“The anti-Communist control mechanism reaches
through the system to exercise a profound influence
on the mass media”
(Herman & Chomsky, 1988)
Example
The fear of a revolt by the
workers if such articles and news
are disseminated.
⇒ Not allow the news about the
communal living of workers to
publish be published in America.
04
Manufacturing
Controversy
Manufacturing Controversy

● Definition
● Techniques for
manufacturing
controversy
 Definition
“When significant dispute does not exists inside the community, but is
successfully created by special interests for a public audience, often by
insinuating uncertainty about widely accepted data or theories and
arguing that legitimate dispute about it is being suppressed within the
community.”

(Ceccarelli, 2011)
 Purposes
● Maintain the status quo or to change it
● Delay the adoption of public policy that is warranted by current
scientific findings
● Warrant policy change

(Ceccarelli, 2011)
 Techniques for
Manufacturing Controversy
FALSE
DICHOTOMIES
Definition
False dichotomy is a type of dichotomy (a division into two mutually exclusive or
opposing categories) that incorrectly presents a situation as having only two options
when, in reality, more options or a spectrum of possibilities exist.
(Stevenson, 2002)
Features
- Focuses on "either-or" options
- Ignores alternative options
- Leads to misleading conclusions - a false binary.
- Can be employed strategically to manipulate opinions and cause
controversy
How to create a false dichotomy:
- Understates Available Choices: ignoring other viable options by
presenting only two extremes

- Overstates Available Choices: suggesting alternative options where none

truly exist
Example: Protecting the environment VS. Jobs
While on a campaign during the United Auto
Workers strike in 2023, Donald Trump said,
“You can be loyal to American labor, or you
can be loyal to the environmental lunatics,
but you can't really be loyal to both.
It's one or the other.”
RED
HERRING
S
Definition
- Literal meaning: a herring cured by salting and slow smoking to a
dark brown colour.

- Figurative meaning: Something that distracts attention from the real

issue (Sisler, 2021)
Feature

FEAR HATE LAW

Example Alcohol
⇒ Decline in morals & religious
values

The real problem: issues

created due to the alcohol Temperance
existence movement

18th Amendment
AD HOMINEM
ATTACKS
Definition
Ad hominem attacks involve attacking the person making an argument rather than
the content of their argument. This tactic aims to discredit the person and
undermine their argument without addressing its merits.
(Nikolopoulou, 2023)
Different types of ad hominem arguments:
- Abusive ad hominem
- Circumstantial ad hominem
- Tu quoque (“you too”) ad hominem
- Guilt by association ad hominem
- Poisoning the well
Example
CHERRY-PICKING
INFORMATION
 Definition

The deliberate selection of

evidence or facts that favor a
particular viewpoint while
ignoring or distorting evidence
that supports an opposing
perspective.
(Jaradat et al., 2024)
Features
- Being a device that aids bias and disinformation.
- Occuring in a variety of domains, such as media narratives,
science, and politics.
- Being observed across scales as large as in selecting which events
to cover, and as subtle as in choosing specific words for a particular
story.
- Manifesting in various types of data.
Example
A recent study that asked the opinion of 4,000 doctors on the efficacy of a
new drug treatment for cancer.
→ 99% of the doctors believed the new drug showed promising results in the
treatment of cancer.

⇒ A cherry-picking journalist may argue that there are plenty of doctors who
think that the new drug is not promising.
EMOTIONAL
APPEAL
Definition

Using images, sounds, or even words that tap personal experiences or deeply
ingrained symbols of success, failure, or danger, helping unleash the desired
emotional response in an audience.
(Ngondo et al., 2019)
Features

Using basic emotions

- Three negative emotions: Fear, anger, and sadness
- Two positive emotions: Happiness, love
 Example
In 2008, the GIBDD and the Russian Union of Auto Insurers sponsored a
controversial social marketing campaign that generated much publicity.

A series of PSAs, produced for the campaign, demonstrated what happens to

drivers when they violate the law by not fastening their seat belts, speeding, and
driving drunk.
Reference
1. Altheide, D. L. (1997). “The News Media, the Problem Frame, and the Production of Fear.” The Sociological Quarterly, 38(4),
647–668. http://www.jstor.org/stable/4121084
2. Bartholomé, G., Lecheler, S., & De Vreese, C. H. (2015). Manufacturing Conflict? How journalists intervene in the conflict
frame building process. The International Journal of Press/Politics, 20(4), 438–457.
https://doi.org/10.1177/1940161215595514
3. Brader, T. (2005). Striking a responsive chord: how political ads motivate and persuade voters by appealing to emotions.
American Journal of Political Science, 49(2), 388–405. https://doi.org/10.1111/j.0092-5853.2005.00130.x
4. Ceccarelli, L. (2011). Manufactured scientific controversy: science, rhetoric, and public debate. Rhetoric and Public Affairs,
14(2), 195–228. https://doi.org/10.1353/rap.2010.0222
5. Herman, E. S., & Chomsky, N. (1988). Manufacturing consent: The political economy of the mass media. Pantheon Books.
6. Janofsky, M. (1994). Philip Morris accuses ABC of Libel. The New York Times. https://www.nytimes.com/1994/03/25/us/philip-
morris-accuses-abc-of-libel.html
Reference
7. Jaradat, I., Zhang, H., & Li, C. (2024). On detecting cherry-picking in news coverage using large language models. arXiv.org.
https://arxiv.org/abs/2401.05650
8. Landler, M. (1995). THE MEDIA BUSINESS; ABC NEWS SETTLES SUITS ON TOBACCO. The New York Times.
https://www.nytimes.com/1995/08/22/us/the-media-business-abc-news-settles-suits-on-tobacco.html
9. Ngondo, P. S., & Klyueva, A. (2019). Fear appeals in road safety advertising: an analysis of a controversial social marketing
campaign in Russia. Russian Journal of Communication, 11(2), 167–183. https://doi.org/10.1080/19409419.2018.1555772
10. Nikolopoulou, K. (2023). Ad hominem fallacy | Definition & examples. Scribbr. https://www.scribbr.com/fallacies/ad-hominem-
fallacy/
11. Oreskes, N. (2024). Environmental protection does not kill jobs. Scientific American.
https://www.scientificamerican.com/article/environmental-protection-does-not-kill-jobs/
12. Sisler II, P. J. (2021). The Red Herring Effect. Page Publishing Inc.
13. Stevenson, R. (2002). An ethical basis for institutional economics. Journal of Economic Issues, 36(2), 263–277.
https://doi.org/10.1080/00213624.2002.11506469
Comprehension
Check
1. Which statement best describes the concept of "manufacturing
consent" according to the presentation?

a) Presenting information in a neutral and unbiased manner.

b) Shaping public opinion to serve the interests of powerful entities.

c) Ensuring fair and balanced representation of all viewpoints.

d) Prioritizing entertainment over information in media coverage.

1. Which statement best describes the concept of "manufacturing
consent" according to the presentation?

a) Presenting information in a neutral and unbiased manner.

b) Shaping public opinion to serve the interests of powerful entities.

c) Ensuring fair and balanced representation of all viewpoints.

d) Prioritizing entertainment over information in media coverage.

2. According to Filter 1 of the "manufacturing consent" model,
what factor can potentially influence the content reaching the
public?

a) The political views of the journalists

b) The size and ownership structure of media companies

c) The personal preferences of the audience

d) The availability of government funding

2. According to Filter 1 of the "manufacturing consent" model,
what factor can potentially influence the content reaching the
public?

a) The political views of the journalists

b) The size and ownership structure of media companies

c) The personal preferences of the audience

d) The availability of government funding

3. Which example best illustrates the concept of "sourcing" as a
filter for information, according to the presentation?

a) A news outlet prioritizing sensational headlines over in-depth reporting.

b) Media outlets facing financial pressure from advertisers.

c) Relying on government officials as the primary source for information on a

policy.

d) Focusing on stories with a strong emotional appeal to attract viewers.

3. Which example best illustrates the concept of "sourcing" as a
filter for information, according to the presentation?

a) A news outlet prioritizing sensational headlines over in-depth reporting.

b) Media outlets facing financial pressure from advertisers.

c) Relying on government officials as the primary source for

information on a policy.
d) Focusing on stories with a strong emotional appeal to attract viewers.
 4. What is the main purpose of "flak" and "the enforcers" as
described in the presentation?
a) To encourage diverse perspectives in media coverage.

b) To ensure factual accuracy and ethical reporting practices.

c) To deter media outlets from publishing stories that may provoke negative
reactions.

d) To promote transparency and accountability in the media landscape.

 4. What is the main purpose of "flak" and "the enforcers" as
described in the presentation?
a) To encourage diverse perspectives in media coverage.

b) To ensure factual accuracy and ethical reporting practices.

c) To deter media outlets from publishing stories that may provoke

negative reactions.
d) To promote transparency and accountability in the media landscape.
 5. Which statement best exemplifies the concept of "anti-
communism as a control mechanism"?
a) Media outlets prioritizing stories promoting economic growth.

b) Presenting only the negative aspects of specific ideologies, limiting public

understanding.

c) Emphasizing the importance of individual freedom and democratic values.

d) Focusing on stories about cultural diversity and global citizenship.

 5. Which statement best exemplifies the concept of "anti-
communism as a control mechanism"?
a) Media outlets prioritizing stories promoting economic growth.

b) Presenting only the negative aspects of specific ideologies, limiting public

understanding.
c) Emphasizing the importance of individual freedom and democratic values.

d) Focusing on stories about cultural diversity and global citizenship.

 6. What is the primary goal of "manufacturing controversy" as
discussed in the presentation?

a) To promote critical thinking and informed public discourse.

b) To provide a comprehensive overview of complex issues.

c) To distract attention from important matters and discredit opposing viewpoints.

d) To foster open dialogue and collaboration between different groups.

 6. What is the primary goal of "manufacturing controversy" as
discussed in the presentation?

a) To promote critical thinking and informed public discourse.

b) To provide a comprehensive overview of complex issues.

c) To distract attention from important matters and discredit opposing

viewpoints.
d) To foster open dialogue and collaboration between different groups.
 7. Which tactic for "manufacturing controversy" involves
presenting only two opposing viewpoints on an issue, hindering
nuanced discussion?

a) Red herrings

b) Ad hominem attacks

c) False dichotomies

d) Cherry-picking information
 7. Which tactic for "manufacturing controversy" involves
presenting only two opposing viewpoints on an issue, hindering
nuanced discussion?

a) Red herrings

b) Ad hominem attacks

c) False dichotomies
d) Cherry-picking information
 8. Which example best illustrates the technique of "cherry-picking
information" as a tool for manufacturing controversy?

a) A politician attacking their opponent's personal life instead of addressing their

arguments.

b) A news outlet focusing on negative stories about a specific country while ignoring
positive developments.

c) A debate where participants engage in respectful dialogue and exchange diverse

perspectives.

d) A social media post using inflammatory language to evoke strong emotions about
a particular issue.
 8. Which example best illustrates the technique of "cherry-picking
information" as a tool for manufacturing controversy?

a) A politician attacking their opponent's personal life instead of addressing their

arguments.

b) A news outlet focusing on negative stories about a specific country while

ignoring positive developments.
c) A debate where participants engage in respectful dialogue and exchange diverse
perspectives.

d) A social media post using inflammatory language to evoke strong emotions about
a particular issue.
 Discussion
What can we do as student to be more critical of the information we
consume and avoid being manipulated by media tactics?
 Discussion
Do you think it's possible to achieve a truly unbiased media
landscape? Why or why not?
 Thanks for
listening!
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