It all started with a myth that the media (firstly the newspapers, the radio and tv) are the "fouth power. Nowadays, the myth became an institution and in few years will pass through the National Constitution. And when one says media, this includes the owners, the administration, the journalists, the celebrities and all the staff. Each one of them has indeed the control of our eyes and sometimes our minds. The owners have their own interests, that must be promoted and facilitated
The administration cares about money and keep the boss (owners) happy and wealthy. The journalists build their careers by the exclusive or kinky reports, that bring money to the boss, to the administration and of course to them. For them, though, the courtesy is a more ethical one. A well-known and respected journalist buys his air-time through the ads that he/she attracts or through publishing news that annoy the competitor. In any case, job is done and the journalist builds his temporary throne inside his working place. Magnificent! The other staff are used as tools and they really do not care much, since they receive their monthly paycheque.
Today, the media is everything. It is a bless, that the internet is still free and out of any kind of manipulation. All media (and I mean all!!!) have the power to manipulate the mass or at least a significant minority of it and guide them to the "path" of news and entertainment they produce, "correct" and choose to show. Many examples exist to prove this. Remember the pictures form the Gulf War and the bird full of oil at a shore. Remember "fake" reports from war zones by journalists using technology. However, our life depends on the media in order for us to learn what happens to the world or to our neighbour. That is why we keep watching, listening and reading everyday. This human tendency, though, is translated into money, ads and political manipulation.
In Greece, most of the media (I hate the need for exceptions...) exist for a reason. It is natural the fact that some media promote specific political views being the direct line between political parties and people. On the other side, it is outrageous when this "promotion" is linked with financial , construction's agreements, which will become in force, once the supported political party takes the power. Most of the major stockholders of media groups are professionals, business men, constructors, who believe that their stocks are good value for money, since this is their passport to the lobby that takes important decisions. It is a kind of investment, that in their reality is very prosperous and efficient for their businesses. It is common (not sense...) in Greece that when an owner has a problem with the public services or the bureaucracy, uses his/her station to put pressure on persons, that can facilitate his/her case. The headlines of the news are presented so that send the messages (sometimes, the threats) to a political person or any member of the government to loose any restraints to the media-owners' ambitions and wealth.
The political identity of a media station is defined by the owners and becomes the inner "constitution" for all the employees and the members of the administration. There are few media that allow their employees (mainly, the journalists) to have and broadcast their own opinion. Therefore, the goal (and reason for existence) for an average media is to broadcast, publish whatever serve the political views and interests of the owners.
Sadly, one of the most valuable "tools" of the media manipulation are the journalists. Except for the internet, a great number of journalists, editors and tv-presenters have become the voice of their employers. One may say that this happens in any work and he/she is right. However, the large-spread effect of the media upgrades their importance to a daily information sender that sometimes defines our next move to life, profession, social relations. Elections, nowadays, mean media control, ads and sponsors. Journalists can send you billion messages for whom you should vote. Even if you can separate the crap messages from the useful ones, you will realise that your political attitude changes at least to a grade. We are taking part in a recycling process of news and information and we try to find the truth beneath the words of a journalist. Maybe this is why people often "detect" consiprancies and they actually believe them.
I really believe that the job (or public service, as they call it...) of the journalist is to search and find the truth that people do not have the ability to learn about. One can listen to a headline presented under many versions. But the actual fact is one and has happened in one single manner. Example:
One falls over the bridge. The actual fact is one. He fell. Now, the media will present it with the extra "sauce". The man who fell "had personal problems with his mistress", "is a government man and killed himself before being disclosed as gay", "... as fraud", "... as the man who had contacts with aliens". The viewer has not the ability to know the actual reason and he/she ll never find out. He/she relies on the report of different journalists. If a majority of media decide to present for political reasons that the man who fell "is a government man who had stolen millions from his cabinet and also has been raped by another government member", then many people will believe this story. And maybe this will become part of the history. In this case, even if you are a higly educated and quite genious man may doubt about this story, but you are not able to know the truth. So, you just leave it aside and you watch a view of this story that will prevail against others.
Is there any common sense or has any place in this process? I believe not. The only hope is that people are more time online and they can approach easier and while enjoying home the truth through the trillions of information available on the internet. The media will go on and will manipulate the mass. Enough is never enough in our time. I guess that common sense has a real objective dimension on this matter.
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