The term “manufacturing consent”, popularized by Edward S. Herman and Noam Chomsky in their seminal book, refers to the ways in which powerful entities influence public perception and opinion. The concept highlights the role of mass media in shaping narratives that align with the interests of those in power, often at the expense of a more democratic discourse.(1989)
At the core of manufacturing consent lies the idea that media doesn’t merely report news; it selectively presents information that reinforces the status quo. This process is facilitated by a “propaganda model,” where media corporations, driven by profit motives and political affiliations, filter the information that reaches the public. As a result, perspectives that challenge dominant power structures are often marginalized or omitted entirely.(Herman and Chomsky, 1989)
In simple terms, “Manufacturing Consent” usually refers to creating consensus on an issue between different individuals or groups through communication and collaboration. A common example is a strategic planning meeting that takes place within a company. Let’s say a technology company is considering launching a new product, but management is divided about the market needs and target customer groups. In such cases, management can create consensus by holding a series of discussions.
These meetings can include the following steps: 1. Research: Collect data in advance, including market analysis, customer feedback, and competitor information. 2. Discussion: Organize representatives from all departments to participate in relevant meetings. Let everyone share their opinions. 3. Set common goals: During the discussion, identify common goals that the company hopes to achieve, such as increasing market share or increasing brand recognition. 4. Formulation of a plan: Based on the outcome of the discussion, a strategic plan is developed to ensure that the views of the participants are largely reflected. 5. Agree: Vote on the final strategic direction so that everyone involved can agree on the decision.
Meanwhile, the rise of social media complicates the landscape. While it offers a platform for diverse voices, it also allows misinformation to spread rapidly. The algorithms that govern these platforms tend to favor sensational content, which can drown out nuanced discussions and further entrench existing biases.
The problem-solving approach outlined in “Manufacturing consent” enables us to control our own voice in public relations and promote a more informed and engaged society.
Reference: Bennett, J. R. (1989). [Review of Manufacturing Consent: The Political Economy of the Mass Media., by E. S. Herman & N. Chomsky]. Contemporary Sociology, 18(6), 937–938. https://doi.org/10.2307/2074220
A very well written article. You raise important findings about how information is controlled in both traditional and digital media environments. You gave a great amount of theory too, explaining who created the term manufacturing consent and the history behind it. You highlighted the propaganda model too which is a key structure of Herman and Chomsky’s theory. However, it would’ve been good if you added an example of some social media platforms and their impact of manufacturing consent in our society, to further strengthen your blog. Overall, I really enjoyed reading this blog as it allowed me to gain a deeper insight of the concept of manufacturing consent and the effect it has on our modern day society.
You give great insight and description on what manufacturing consent looks like. Introducing social media into the conversation, I think is also a great example of how media shapes public opinion, especially with the influence of misinformation. It would be interesting to look into the difference between corporate life and digital platforms and how this might affect participation and independent creative thinking. Ultimately, I think you make a great point about how society should critically think about their media use and involvement.