MANUFACTURING CONSENT Meaning and
Definition
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Manufacturing consent refers to the process by which a dominant group or institution exerts control over public opinion, shaping it to align with their own interests or agenda. Coined by scholars Edward S. Herman and Noam Chomsky in their book "Manufacturing Consent: The Political Economy of the Mass Media," the term highlights how consent is not simply obtained, but actively manufactured through various systematic techniques.
In this context, the dominant group utilizes mass media, propaganda, and other forms of communication to mold public opinion and control the narrative. These techniques might include selective reporting or omission of certain information, accentuating specific viewpoints or ideologies, manipulating emotional appeal, and framing issues in a way that favors their own agenda.
Manufacturing consent often involves the dissemination of misinformation, spin, or outright propaganda to sway public opinion in a particular direction. By influencing the information that reaches the public, the manufacturing consent process can effectively limit alternative perspectives and maintain the dominant group's control over the decision-making process. This phenomenon is commonly associated with power structures, such as governments, corporations, or other influential entities, who seek to maintain their authority or secure their interests.
Overall, the concept of manufacturing consent highlights the importance of critically analyzing and questioning the information we receive, recognizing that there is often more than one perspective or hidden agenda behind what is presented to us.
Etymology of MANUFACTURING CONSENT
The phrase "manufacturing consent" is derived from a book titled "Manufacturing Consent: The Political Economy of the Mass Media". The book, published in 1988, was co-authored by Edward S. Herman and Noam Chomsky. The term "manufacturing consent" within the book refers to the idea that mass media, largely controlled by powerful actors, can manipulate and shape public opinion to support dominant narratives and political agendas.
The term itself combines two elements:
1. "Manufacturing" implies the creation or production of something, typically in an industrial or large-scale manner. In this context, it alludes to the deliberate construction and manipulation of public opinion.
2. "Consent" refers to the idea that individuals, through exposure to specific narratives and information, can be influenced to adopt certain beliefs or perspectives without necessarily being fully aware of the process. It suggests the persuasive power of media in influencing public opinion.
