Role of language in media bias
Mass media, despite its ability to project worldwide, is limited in its cross-ethnic compatibility by one simple attribute -- language. Ethnicity, being largely developed by a divergence in geography, language, culture, genes and similarly, point of view, has the potential to be countered by a common source of information. Therefore, language, in the absence of translation, comprises a barrier to a worldwide community of debate and opinion, although it is also true that media within any given society may be split along class, political or regional lines.
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Language may also be seen as a political factor in mass media, particularly in instances where a society is characterized by a large number of languages spoken by its populace. The choice of language of mass media may represent a bias towards the group most likely to speak that language, and can limit the public participation by those who do not speak the language. On the other hand, there have also been attempts to use a common-language mass media to reach out to a large, geographically dispersed population, such as in the use of Arabic language by news channel Al Jazeera.
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Many media theorists concerned with language and media bias point towards the media of the United States, a large country where English is spoken by the vast majority of the population. Some theorists argue that the common language is not homogenizing; and that there still remain strong differences expressed within the mass media. This viewpoint asserts that moderate views are bolstered by drawing influences from the extremes of the political spectrum. In the United States, the national news therefore contributes to a sense of cohesion within the society, proceeding from a similarly informed population. According to this model, most views within society are freely expressed, and the mass media is accountable to the people and tends to reflect the spectrum of opinion.
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Language may also be a more subtle form of bias. Use of a word with positive or negative connotations rather than a more neutral synonym can form in the audience's mind a biased picture. An extreme example would be idea using the phrase "freedom fighters" instead of "insurgents." The former phrase creates an image of a noble struggle, while the latter conveys the idea of violent terrorists. A more value neutral term might be "soldiers", but even that word carries its own connotations.
Use of loaded language
Here's an example, from fair.org (fairness and accuracy in reporting), from Newt Gingrich, who was a prominent conservative and critic of Bill Clinton in the 1990s. He's writing about the use of language to persuade and influence public opinion, essentially this was a memo to Republican candidates, an instruction book for politicians and political candidates about how to attack democrats and their policies in the press, or fend off attacks:
"As you know, one of the key points in the GOPAC (a Republican Party committee to support and raise money for GOP, or Republican candidates [GOP stands for 'Grand Old Party') tapes is that "language matters." In the video "We Are a Majority," Language is listed as a key mechanism of control used by a majority party, along with Agenda, Rules, Attitude and Learning. As the tapes have been used in training sessions across the country and mailed to candidates, we have heard a plaintive plea: "I wish I could speak like Newt."
That takes years of practice. But we believe that you could have a significant impact on your campaign and the way you communicate if we help a little. That is why we have created this list of words and phrases.
This list is prepared so that you might have a directory of words to use in writing literature and mail, in preparing speeches, and in producing electronic media. The words and phrases are powerful. Read them. Memorize as many as possible. And remember that, like any tool, these words will not help if they are not used....
Contrasting Words
Often we search hard for words to help us define our opponents. Sometimes we are hesitant to use contrast. Remember that creating a difference helps you. These are powerful words that can create a clear and easily understood contrast. Apply these to the opponent, their record, proposals and their party.
decay... failure (fail)... collapse(ing)... deeper... crisis... urgent(cy)... destructive... destroy... sick... pathetic... lie... liberal... they/them... unionized bureaucracy... "compassion" is not enough... betray... consequences... limit(s)... shallow... traitors... sensationalists... endanger... coercion... hypocrisy... radical... threaten... devour... waste... corruption... incompetent... permissive attitudes... destructive... impose... self-serving... greed... ideological... insecure... anti-(issue): flag, family, child, jobs... pessimistic... excuses... intolerant...
stagnation... welfare... corrupt... selfish... insensitive... status quo... mandate(s)... taxes... spend(ing)... shame... disgrace... punish (poor...)... bizarre... cynicism... cheat... steal... abuse of power... machine... bosses... obsolete... criminal rights... red tape... patronage
(Okay, here are the 'good' words):
Use the list below to help define your campaign and your vision of public service. These words can help give extra power to your message. In addition, these words help develop the positive side of the contrast you should create with your opponent, giving your community something to vote for!
share... change... opportunity... legacy... challenge... control... truth... moral... courage... reform... prosperity... crusade... movement... children... family... debate... compete... active(ly)... we/us/our... candid(ly)... humane... pristine... provide... liberty... commitment... principle(d)... unique... duty... precious... premise... care(ing)... tough... listen... learn... help... lead... vision... success... empower(ment)... citizen... activist... mobilize... conflict... light... dream... freedom... peace... rights... pioneer... proud/pride... building... preserve... pro-(issue): flag, children, environment... reform... workfare... eliminate good-time in prison... strength... choice/choose... fair... protect... confident... incentive... hard work... initiative... common sense... passionate
So, next time you listen to a politician's speech, listen and see how many of these words pop up. It doesn't matter whether they're true characterizations or not, or whether they unfairly smear the opponent--what matters is the ability to influence the public and win elections. Remember the third propaganda statagem--appeal to emotion. Scare 'em to death, and then offer them warm fuzzies in the form of your own solution to a problem!
The quote was from Hermann Goering, said during the Nuremburg trials after World War II. Goering was Adolph Hitler's Reichsmarschall in Nazi Germany. Actually, there was some controversy over whether Goering ever said this. There is an excellent website, www.snopes.com, that discusses this quote--it is an excellent site for debunking many of those bad emails you get that sound fishy.
Want to put together your own phony grassroots campaign? Arianna Huffington, author of Pigs at the Trough (a look at corporate welfare and public corruption), has provided a handy table for you (I've added a few things). Just mix and match, and make your own!
Center for economic fairness
Coalition for reasonable solutions
Citizens in favor of sensible resolution
Consumers demanding sound justice
The Society for equitable equality
Americans for just accountability
Oregonians for fair economy
Mothers for spirited alternatives
top of page
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Media and deception
Deception is possible in all forms of communication--language allows lying, for instance. On the Internet, a 14 yr-old can pose as a supermodel in a chat room, or 45 yr-old pedophile as a 14 yr-old. TV relies on deception, unreality . . . reality TV may be the worst of this--they are as slickly produced as any TV show, and usually the age range of the actors is what, 22-25? Isn't that what reality is all about? Stranding extremely attractive men and women on an island, filming the bejeebers out of them, and watching them scheme and connive their way down to a million-dollar winner? What kind of viewership would one expect from a 'Survivor' show where families living below the poverty line discuss their strategies for living on fixed incomes while losing their rent subsidies and having to re-certify for food stamps and Medicaid?? What about radio? What are we getting? Do we know much about the voices at the other end? And newspapers? In some cases, stories that appear are actually press releases sent out by a company (promoting a new product, for instance), but they are presented as news.
Mass media, despite its ability to project worldwide, is limited in its cross-ethnic compatibility by one simple attribute -- language. Ethnicity, being largely developed by a divergence in geography, language, culture, genes and similarly, point of view, has the potential to be countered by a common source of information. Therefore, language, in the absence of translation, comprises a barrier to a worldwide community of debate and opinion, although it is also true that media within any given society may be split along class, political or regional lines.
~ ~ ~ ~ ~ ~ ~ ~ ~ ~
Language may also be seen as a political factor in mass media, particularly in instances where a society is characterized by a large number of languages spoken by its populace. The choice of language of mass media may represent a bias towards the group most likely to speak that language, and can limit the public participation by those who do not speak the language. On the other hand, there have also been attempts to use a common-language mass media to reach out to a large, geographically dispersed population, such as in the use of Arabic language by news channel Al Jazeera.
~ ~ ~ ~ ~ ~ ~ ~ ~ ~
Many media theorists concerned with language and media bias point towards the media of the United States, a large country where English is spoken by the vast majority of the population. Some theorists argue that the common language is not homogenizing; and that there still remain strong differences expressed within the mass media. This viewpoint asserts that moderate views are bolstered by drawing influences from the extremes of the political spectrum. In the United States, the national news therefore contributes to a sense of cohesion within the society, proceeding from a similarly informed population. According to this model, most views within society are freely expressed, and the mass media is accountable to the people and tends to reflect the spectrum of opinion.
~ ~ ~ ~ ~ ~ ~ ~ ~ ~
Language may also be a more subtle form of bias. Use of a word with positive or negative connotations rather than a more neutral synonym can form in the audience's mind a biased picture. An extreme example would be idea using the phrase "freedom fighters" instead of "insurgents." The former phrase creates an image of a noble struggle, while the latter conveys the idea of violent terrorists. A more value neutral term might be "soldiers", but even that word carries its own connotations.
Use of loaded language
Here's an example, from fair.org (fairness and accuracy in reporting), from Newt Gingrich, who was a prominent conservative and critic of Bill Clinton in the 1990s. He's writing about the use of language to persuade and influence public opinion, essentially this was a memo to Republican candidates, an instruction book for politicians and political candidates about how to attack democrats and their policies in the press, or fend off attacks:
"As you know, one of the key points in the GOPAC (a Republican Party committee to support and raise money for GOP, or Republican candidates [GOP stands for 'Grand Old Party') tapes is that "language matters." In the video "We Are a Majority," Language is listed as a key mechanism of control used by a majority party, along with Agenda, Rules, Attitude and Learning. As the tapes have been used in training sessions across the country and mailed to candidates, we have heard a plaintive plea: "I wish I could speak like Newt."
That takes years of practice. But we believe that you could have a significant impact on your campaign and the way you communicate if we help a little. That is why we have created this list of words and phrases.
This list is prepared so that you might have a directory of words to use in writing literature and mail, in preparing speeches, and in producing electronic media. The words and phrases are powerful. Read them. Memorize as many as possible. And remember that, like any tool, these words will not help if they are not used....
Contrasting Words
Often we search hard for words to help us define our opponents. Sometimes we are hesitant to use contrast. Remember that creating a difference helps you. These are powerful words that can create a clear and easily understood contrast. Apply these to the opponent, their record, proposals and their party.
decay... failure (fail)... collapse(ing)... deeper... crisis... urgent(cy)... destructive... destroy... sick... pathetic... lie... liberal... they/them... unionized bureaucracy... "compassion" is not enough... betray... consequences... limit(s)... shallow... traitors... sensationalists... endanger... coercion... hypocrisy... radical... threaten... devour... waste... corruption... incompetent... permissive attitudes... destructive... impose... self-serving... greed... ideological... insecure... anti-(issue): flag, family, child, jobs... pessimistic... excuses... intolerant...
stagnation... welfare... corrupt... selfish... insensitive... status quo... mandate(s)... taxes... spend(ing)... shame... disgrace... punish (poor...)... bizarre... cynicism... cheat... steal... abuse of power... machine... bosses... obsolete... criminal rights... red tape... patronage
(Okay, here are the 'good' words):
Use the list below to help define your campaign and your vision of public service. These words can help give extra power to your message. In addition, these words help develop the positive side of the contrast you should create with your opponent, giving your community something to vote for!
share... change... opportunity... legacy... challenge... control... truth... moral... courage... reform... prosperity... crusade... movement... children... family... debate... compete... active(ly)... we/us/our... candid(ly)... humane... pristine... provide... liberty... commitment... principle(d)... unique... duty... precious... premise... care(ing)... tough... listen... learn... help... lead... vision... success... empower(ment)... citizen... activist... mobilize... conflict... light... dream... freedom... peace... rights... pioneer... proud/pride... building... preserve... pro-(issue): flag, children, environment... reform... workfare... eliminate good-time in prison... strength... choice/choose... fair... protect... confident... incentive... hard work... initiative... common sense... passionate
So, next time you listen to a politician's speech, listen and see how many of these words pop up. It doesn't matter whether they're true characterizations or not, or whether they unfairly smear the opponent--what matters is the ability to influence the public and win elections. Remember the third propaganda statagem--appeal to emotion. Scare 'em to death, and then offer them warm fuzzies in the form of your own solution to a problem!
The quote was from Hermann Goering, said during the Nuremburg trials after World War II. Goering was Adolph Hitler's Reichsmarschall in Nazi Germany. Actually, there was some controversy over whether Goering ever said this. There is an excellent website, www.snopes.com, that discusses this quote--it is an excellent site for debunking many of those bad emails you get that sound fishy.
Want to put together your own phony grassroots campaign? Arianna Huffington, author of Pigs at the Trough (a look at corporate welfare and public corruption), has provided a handy table for you (I've added a few things). Just mix and match, and make your own!
Center for economic fairness
Coalition for reasonable solutions
Citizens in favor of sensible resolution
Consumers demanding sound justice
The Society for equitable equality
Americans for just accountability
Oregonians for fair economy
Mothers for spirited alternatives
top of page
________________________________________
Media and deception
Deception is possible in all forms of communication--language allows lying, for instance. On the Internet, a 14 yr-old can pose as a supermodel in a chat room, or 45 yr-old pedophile as a 14 yr-old. TV relies on deception, unreality . . . reality TV may be the worst of this--they are as slickly produced as any TV show, and usually the age range of the actors is what, 22-25? Isn't that what reality is all about? Stranding extremely attractive men and women on an island, filming the bejeebers out of them, and watching them scheme and connive their way down to a million-dollar winner? What kind of viewership would one expect from a 'Survivor' show where families living below the poverty line discuss their strategies for living on fixed incomes while losing their rent subsidies and having to re-certify for food stamps and Medicaid?? What about radio? What are we getting? Do we know much about the voices at the other end? And newspapers? In some cases, stories that appear are actually press releases sent out by a company (promoting a new product, for instance), but they are presented as news.
