What is the effect of advertising on the mass media?
The main business of the media is to sell audiences to advertisers. Advertisers thus acquire a kind of de facto licensing authority, since without their support the media would cease to be economically viable. And it is affluent audiences that get advertisers interested. As Chomsky and Herman put it, the “idea that the drive for large audiences makes the mass media ‘democratic’ thus suffers from the initial weakness that its political analogue is a voting system weighted by income!” [p.16] As regards TV, in addition to “discrimination against unfriendly media institutions, advertisers also choose selectively among programs on the basis of their own principles. With rare exceptions these are culturally and politically conservative. Large corporate advertisers on television will rarely sponsor programs that engage in serious criticisms of corporate activities.” Accordingly, large corporate advertisers almost never sponsor programs that contain serious criticisms of corporate activities,
