HERBERT SCHILLER—The fundamental similarity of the informational material and cultural messages that each of the mass media independently transmits makes it necessary to view the communications systern as a totality. The media are mutually and continuously reinforcing. Since they operate according to commercial rules, rely on advertising, and are tied tightly to the corporate economy and its worldview, both in their own structure and in their relationships with sponsors, the media constitute an industry, not an aggregation of independent, freewheeling informational entrepreneurs, each offering a highly individualistic product. By need and by design, therefore, the images and messages they purvey, are, with few exceptions, constructed to achieve similar objectives, which are, simply put, profitability and the affirmation and maintenance of the private ownership consumerist society.
ACTIVISTS & HEROESADVERTISING & MARKETINGAMERICAN DUPLICITYMEDIA FRONTMEDIA SCOUNDRELS