The Service-Product Continuum
In the Introduction section, acquaint the reader with the Service-Product Continuum. Include a relevant image.
In the Application section, discuss where you think Your Product is on the service product continuum? Is it a good, a service, or somewhere in between? explain in some detail.
Media is considered an integral part of daily life as we are constantly subject to being an audience to different forms of media platforms. Through market forces the media system is economically structured in such a way that it produces systemic biases, causing journalist and reporters to internalize presuppositions about the world producing ideological conformity without the need of coercion. The propaganda model attempts to explain the relationship between the so called ‘free press’ and the media elites. This essay contends to unravel the relevance of the five filters of the propaganda model and how applicable this theory it in contemporary society as opposed to when it was first introduced. Edward Herman and Noam Chomsky’s 1988 book titled ‘Manufacturing Consent’ claimed that media behavior is driven by a variety of variables that extend from both institutional and political pressures in a profit-driven system. As a direct contrast to the liberal standpoint that suggests journalism is incompatible and adversarial to the influence of elitism and established power. The propaganda theory introduced in 1988 maintains that media content will undeniably “serves the ends of the dominant elite” (Herman & Chomsky 1994, 1). As one of the most notable books of its time, ‘Manufacturing Consent’ contested the widespread belief of the impartial nature of the media. To remove the degree of democracy, the official structure of the propaganda theory stems from the agenda setting of corporate power selling audiences to different established power. When the theory was first introduced, it was considered ludicrous to imply large media institutions including CBS news, The New York Times and Time were vessels of propaganda that “depend heavily on elite information sources” (Herman, 2003, 114). In today’s modern society mistrust, disinformation and propaganda pervades the media, where there is a strong emphasis on denouncing the myth of democratic western media. The propaganda model when it was first introduced recognized patterns of media dependence supplied by official sources, for instance media reliance on military or government officials. Media circulated around fortifying a degree of public support particularly in cases of war, for example the 2003 media frenzy surrounding the false speculation of destructive arsenal in Iraq was all politically motivated to support the rise of the freedom agenda after the 9/11 attack on America or the US invasion of Iraq. Through the use of the five selective filters in the propaganda model: corporate ownership, the role of advertising, the media elite, flak by established power and anti-communism as a form of ideological control, it becomes clear that the role of the United States media in the 19th century was more pertinent to the implementation of the filters as opposed to today. The five filters featured in the opening chapter of ‘Manufacturing Consent’ play a crucial role in demonstrating the corruptive nature of the so called ‘democratic’ media system. The notable censorship and enforcement of selective agenda setting and framing enabled established power to control mass media outlets. The Model demonstrated how radical, critical journalism or any ‘offensive’ media contribution can be screened out selectively, particularly those that do not align with the interests of the corporate power. This selective process is demonstrated through Herman and Chomsky’s five filters of propaganda. Corporate ownership The size and concentration of media ownership to elite groups of individuals with common interests allows for substantial amounts of media control. Mass media firms often linked with bigger conglomerates with the ultimate end game as profit maximization and high social status. By limiting the control of media outlets, negative press would be filtered to ensure corporate interests. Corporate media firms also share a common interest with other sectors of the economy, they have a stake in maintaining an economic and political climate that Is valuable to there profitability. Concentration of media ownership does present a filter for what news will be selected for broadcasting, as quoted by Rupert Murdoch, president and CEO of news corporation “when you are the monopoly supplier you are inclined to dictate” (Mail& Guardian,10th Jan 1997) depicts how polic>GET ANSWER