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資金在新聞業(yè)中的作用

Since the mainstream media depend heavily on advertising revenues to survive, the model suggests that the interests of advertisers come before reporting the news. As a business, a newspaper has a product which it offers to an audience. The product is composed of the affluent readers who buy the newspaper—who also comprise the educated decision-making sector of the population—while the audience includes the businesses that pay to advertise their goods. According to this “filter”, the news itself is nothing more than “filler” to get privileged readers to see the advertisements which makes up the real content, and will thus take whatever form is most conducive to attracting educated decision-makers. Stories that conflict with their “buying mood”, it is argued, will tend to be marginalized or excluded, along with information that presents a picture of the world that collides with advertisers? interests. The theory argues that the people buying the newspaper are themselves the product which is sold to the businesses that buy advertising space; the news itself has only a marginal role as the product.

廣告的影響： 媒體內(nèi)容

The propaganda model posits that advertising dollars are essential for funding most media sources and clearly have a clear effect on the content of the media. For example, when Al Gore proposed launching a progressive TV network, a Fox News executive told Advertising Age (10/13/03): “The problem with being associated as liberal is that they wouldn?t be going in a direction that advertisers are really interested in. If you go out and say that you are a liberal network, you are cutting your potential audience, and certainly your potential advertising pool, right off the bat.”

Furthermore, an internal memo from ABC Radio Networks to its affiliates reveals scores of powerful sponsors have a standing order that their commercials never be placed on syndicated Air America programming that airs on ABC affiliates. The list, totaling 90 advertisers, includes some of largest and most well-known corporations advertising in the U.S.: Wal-Mart, GE, Exxon Mobil, Microsoft, Bank of America, Fed-Ex, Visa, Allstate, McDonald?s, Sony and Johnson & Johnson. The U.S. Postal Service and the U.S. Navy are also listed as advertisers who don?t want their commercials to air on Air America.

黃色新聞

Yellow journalism is a pejorative reference to journalism that features scandal-mongering, sensationalism, or other unethical or unprofessional practices by news media organizations or journalists. It has been loosely defined as “not quite libel”.

The term originated during the Gilded Age with the circulation battles between Joseph Pulitzer?s New York World and William Randolph Hearst?s New York Journal. They ran from 1895 to about 1898 and can refer specifically to this period. Both papers were accused by critics of sensationalizing the news in order to drive up circulation, although the newspapers did serious reporting as well. The New York Press coined the term “yellow kid journalism” in early 1897 after a then-popular comic strip to describe the down-market papers of Pulitzer and Hearst, which both published versions of it during a circulation war. This was soon shortened to yellow journalism with the New York Press insisting, “We called them Yellow because they are Yellow.”

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