Read on Twitter
The primary purpose for the existence of multiple mainstream media outlets is to give the consumer the ability to choose his own narrative.
The facts do not change.
The outrage does not change.
Only the type of pretty lies one decides to fill his mind with.
1/
The facts do not change.
The outrage does not change.
Only the type of pretty lies one decides to fill his mind with.
1/
The specific format of television news and opinion shows is to trick the viewers' subconscious minds into connecting to visual cues of competency (and thus, encourage trust).
This imprints one's loyalty onto that talking head.
2/
This imprints one's loyalty onto that talking head.
2/
Think about the basic staging of a cable TV news program:
- Cast
- Costuming
- Makeup and hair
- Graphics
- Elaborate sets and technology
- Choreographed dialogue
- Enhanced drama
It's not a "news" show designed to inform.
It's a perpetual film production designed to sway.
3/
- Cast
- Costuming
- Makeup and hair
- Graphics
- Elaborate sets and technology
- Choreographed dialogue
- Enhanced drama
It's not a "news" show designed to inform.
It's a perpetual film production designed to sway.
3/
News and opinion shows have two critical persuasion advantages:
1. Information asymmetry
2. Narrative reach
Both comprise a structural advantage. The news-actors can lie to many viewers with impunity, with no risk of being called out in real-time.
4/
1. Information asymmetry
2. Narrative reach
Both comprise a structural advantage. The news-actors can lie to many viewers with impunity, with no risk of being called out in real-time.
4/
Social media, to some extent, has balanced the issue of information asymmetry.
However, it's also made it harder to sort the wheat from the chaff due to the memetic nature of viral content.
To paraphrase an aphorism - Propaganda is at work before Truth puts its pants on.
5/
However, it's also made it harder to sort the wheat from the chaff due to the memetic nature of viral content.
To paraphrase an aphorism - Propaganda is at work before Truth puts its pants on.
5/
The mainstream news channels have leaned into this dynamic by mixing social media activity from the talking heads with the content of the shows themselves.
The talking heads "boost" the narratives, defend one another, and give the impression of relatability.
6/
The talking heads "boost" the narratives, defend one another, and give the impression of relatability.
6/
The brings me to the issue of narrative reach.
In July, @foxnewsalert, @CNN, and @MSNBC combined reached 5.2 million viewers per day just on the main broadcast channels.
But it's not just THAT they viewed.
It's HOW they watched.
7/
Source: https://www.washingtonexaminer.com/news/fox-news-beats-cnn-and-msnbc-in-total-day-viewers-and-prime-time-for-july
In July, @foxnewsalert, @CNN, and @MSNBC combined reached 5.2 million viewers per day just on the main broadcast channels.
But it's not just THAT they viewed.
It's HOW they watched.
7/
Source: https://www.washingtonexaminer.com/news/fox-news-beats-cnn-and-msnbc-in-total-day-viewers-and-prime-time-for-july
TV viewership is a sedentary activity. You're in a resting state (airport, home, office), with a distracted or switched-off brain.
As a result, your filters are lowered.
You're PASSIVE.
The complex interplay of visuals and sound are thus more effective at persuasion.
8/
As a result, your filters are lowered.
You're PASSIVE.
The complex interplay of visuals and sound are thus more effective at persuasion.
8/
While Handsome Talking Man and Pretty Talking Woman are reading the words feverishly written five minutes before by some overworked and underpaid content creator, you're willingly filling your conscious and subconscious minds with loaded words crafted to persuade.
9/
9/
Spot the difference:
"The President today demanded an investigation into his political opponent over allegations of X."
---
"The President commented today on breaking news of corruption allegations against Y."
---
One frames it as a witch hunt. One is straight news.
10/
"The President today demanded an investigation into his political opponent over allegations of X."
---
"The President commented today on breaking news of corruption allegations against Y."
---
One frames it as a witch hunt. One is straight news.
10/
When you combine risible, specific narrative language with the chyrons (the text bars at the bottom of the screen), what you get is a two-pronged attack on your frame.
"President uses X rhetoric to inflame tensions"
"President refuses to answer X questions."
Example:
11/
"President uses X rhetoric to inflame tensions"
"President refuses to answer X questions."
Example:
11/
The words are not accidental. They are chosen for maximum emotional impact below the viewers' conscious filters.
And because you are passively watching, it all slides right into your head and takes root.
In concentration, propaganda becomes received wisdom.
12/
And because you are passively watching, it all slides right into your head and takes root.
In concentration, propaganda becomes received wisdom.
12/
The reach to millions of average viewers who are conditioned to hook emotionally into visually-framed narratives offers these media outlets an enormous weapon of cultural conditioning.
And whatever we might think of ourselves, we are each vulnerable to it.
13/
And whatever we might think of ourselves, we are each vulnerable to it.
13/
That emotional vulnerability is used against us in another way.
The media will incept outrage about a given topic.
The social media anger machine kicks into gear, which the media outlets then report on as evidence supporting their preferred narrative.
14/
The media will incept outrage about a given topic.
The social media anger machine kicks into gear, which the media outlets then report on as evidence supporting their preferred narrative.
14/
"The President today refused to address anonymous accusations of X activity."
*Wait an hour*
"After thousands of comments on our Twitter feed, isn't it fair to say that there's strong belief out there of impropriety by the President? What is he hiding?"
15/
*Wait an hour*
"After thousands of comments on our Twitter feed, isn't it fair to say that there's strong belief out there of impropriety by the President? What is he hiding?"
15/
This is how the media is able to craft a fake "consensus" on any given narrative.
Twisted or fabricated "truths", presented by actors in a slick, highly-produced package.
Politicians do not need to control the people when they put the chains on themselves.
Tune out.
16/
Twisted or fabricated "truths", presented by actors in a slick, highly-produced package.
Politicians do not need to control the people when they put the chains on themselves.
Tune out.
16/
