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Manufacturing Consent_ The Political Economy of the Mass Media - Edward S. Herman [21]

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forces that preclude competition among the parties on issues on which the major investors agree, will also dominate media choices and rule out “mass deliberation and expression” on those issues. For example, polls regularly indicate that, except in periods of war and intense war propaganda, the public wants a smaller defense budget and favors a spending shift from defense to education and other civil functions.102 But because the major investors agree that a large defense budget is desirable, the two dominant parties compete only on whether the one or the other is stinting on military expenditures, with both promising to enlarge it (as both George W. Bush and Al Gore did in the presidential election campaign of 2000). And the mainstream media do the same, limiting debate to the terms defined by the two parties and excluding deliberation and expression of the position that large cuts are desirable. The alternative presidential candidate, Ralph Nader, called for such cuts, but the media denied him a voice on the issues, some of them explicitly defending his exclusion from the presidential debates on the grounds that the options afforded by the two parties sufficed.103

The U.S. corporate community has favored an immense defense budget—currently more than five times the size of that of a steadily weakening Russia, the second biggest spender—because of the great benefits its members derive from military spending. These include weapons and other contracting business, direct and indirect subsidies in research,104 and the role played by military power in supporting the global economic expansion in which many U.S. transnational corporations are active participants and beneficiaries. Business also benefits from the market-opening actions of trade agreements and from the supportive operations of the WTO, the World Bank, and the IMF. But these trade agreements and the activities of the international financial institutions have generated controversy and political struggle, because while their benefits to business are clear, their costs are borne heavily by workers forced to compete in a global job market. Furthermore, globalization and trade agreements strengthen the political as well as the economic power of the corporate community, in part because they shift decision-making authority from democratic polities to bankers and technocrats who more reliably serve the transnational corporate interest. Here also, as in the case of defense-versus civilian-oriented budgets, polls show a sharp dichotomy between corporate and public preferences, with the latter generally hostile to the agreements and institutional arrangements favored by business.105

The propaganda model fits well the media’s treatment of this range of issues. Consider, for example, their coverage of the passage of the North American Free Trade Agreement (NAFTA) and the subsequent Mexican financial crisis and meltdown of 1994–95. Polls taken before its enactment consistently showed substantial majorities opposed to NAFTA—and later to the bailout of investors in Mexican securities—but the elite in favor. Media editorials, news coverage, and selection of “experts” in opinion columns were heavily skewed toward the elite preference; their judgment was that the benefits of NAFTA were obvious, were agreed to by all qualified authorities, and that only demagogues and “special interests” were opposed.106 The “special interests” who might be the “losers” included women, minorities, and a majority of the work-force.107 The media dealt with the awkward fact that polls showed steady majority opposition to the agreement mainly by ignoring it, but occasionally they suggested that the public was uninformed and didn’t recognize its own true interests.108 The effort of labor to influence the outcome of the NAFTA debates was sharply attacked in both the New York Times and the Washington Post, with no comparable criticism of corporate or governmental (U.S. and Mexican) lobbying and propaganda. And while labor was attacked for its alleged position on these issues, the press refused to allow the

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