Media Ownership and its Propanganda Model


Media Control
-Credits to Erycan Baysal

As we were taught in class, we could see how media ownership in Australia is distributed among four highly profound individuals such as Bruce Gordon, Rupert Murdoch, Kerry Stokes and Gina Rineheart. With some research done, we know how Gina Rineheart, an Australian heiress, controls FairFax Media and Ten Network Holdings. Accordingly, Rineheart had been investing in Ten Network holdings to acquire a substantial stake in Fairfax Media ever since 2010. Subsequently, making her the largest shareholder in Fairfax Media now.

As a leading multi-platform media company, it is known Fairfax owns several other publishing firms and many classified sites to its organisation. They produce not only multiple newspapers but resort to their online sites as a way of communicating with their audiences too. Having so, Fairfax journalists reportedly were fearful as some said Gina Rineheart was going to turn the multi-platformed company into a mouthpiece for the mining industry she owned.

The dominant media firms are quite large business, they are controlled by wealthy people or by managers who are subject to constraints by owners (another market profit oriented forces).” (Herman and Chomsky,1999:170)

Relatively, we can state that Edward S.Herman and Noam Chomsky’s propaganda model is accurate to the situation above.The propaganda model speaks how media behaviour is affected as constraints and influences are applied on news contents before they are published. Also, corporate-owned news media will consistently produce news content that serves the interests of an established power instead of the truth. In fact, this way the media only feeds propaganda to its community.

When you look at the definition of a propaganda, you see how it connects communication in order to persuade people to think in a desired way. Not to mention, when people are engaged to their social media, promoting ideas from politicians, intellectuals, friends or corporations through likes, shares, retweets and more, they are actually promoting the similar information to the crowd. Considerably, propaganda thesedays engage through rapid technological equipments rather than just the word of mouth. Coming to think of it, with the extent we engage with this medium to share, spread and promote informations, we all are propagandists!


The Propaganda Model after 20 Years: Interview with Edward S. Herman and Noam Chomsky, Andrew Mullen, November, viewed on 19 April 2014

The Internet, Social Media and Propaganda: The Final Frontier?, British Library, August, viewed on 19 April 2014



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