A manipulation strategy is a set of tactics and techniques used to influence the perceptions, opinions or actions of other people deliberately and often surreptitiously. Manipulation can occur in various contexts, such as advertising, politics, interpersonal relationships, or even in everyday communication.
In the field of communication, manipulation can manifest itself in various ways, such as the use of persuasive rhetoric, the selective selection of information, the distortion of facts, the use of emotional persuasion techniques or the exploitation of the psychological vulnerabilities of the audience.
It is important to note that manipulation does not always imply malicious or negative behavior. In many cases, manipulation strategies are used legitimately to influence people's decisions to benefit a specific cause, product, or goal.
However, when manipulation is carried out in a manner that is deceptive, coercive, or detrimental to the interests of others, it may be considered abusive manipulation or malicious manipulation.
In summary, a manipulation strategy in communication is a set of techniques used to deliberately influence the perceptions or actions of others, either to achieve a legitimate objective or to unfairly gain advantage.
One of the most influential authors in the study of these manipulation strategies was Noam Chomsky, let's see what he said.
Who was Noam Chomsky
One of Chomsky's most influential contributions to the study of communication and politics is his analysis of manipulation strategies in the mass media.
Noam Chomsky is a prominent American linguist, philosopher, cognitive scientist, political activist and author, born in 1928.
He is widely recognized for his influence in a variety of fields, including linguistics, psychology, political philosophy, and media criticism.
One of Chomsky's most influential contributions to the study of communication and politics is his analysis of manipulation strategies in the mass media.
Chomsky, together with co-author Edward S. Herman, expounded these ideas in their work "Manufacturing Consent: The Political Economy of the Mass Media" (1988), where they developed the theory of the "propaganda model."
In this work, Chomsky and Herman argue that The mass media, rather than being mere vehicles for the free flow of information, are influenced by a series of economic, political and structural factors that shape the way information is presented to the public..
These factors include media ownership, business interests, relationships with government and advertisers, among others.
According to Chomsky and Herman, the media tend to operate within the boundaries established by dominant elites, promoting and legitimizing the political and economic agendas of those elites.
This influence is exerted through a series of manipulation strategies, such as the selective selection of news, the omission of relevant information, the distortion of facts, the creation of consensus and the marginalization of dissenting voices.
In summary, Chomsky argues that the mass media are not neutrally informational, but are influenced by a range of interests that shape the way information is presented to the public, leading to the manipulation of public opinion in benefit of the dominant elites.
Noam Chomsky's manipulation strategies
Chomsky maintained that manipulation strategies in media they are rooted in the very structure of how those media function in contemporary society.
Noam Chomsky's media filters
These “media filters” are a central part of Chomsky and Herman’s propaganda theory, as described in their book “Manufacturing Consent.”
These filters are a way to understand how manipulation works in the mass media.
Here are the five filters according to Chomsky and Herman:
- Media Ownership: The main media outlets are controlled by large corporations that have economic and political interests. This can influence the selection and presentation of news and advertising to favor the interests of these corporations and their affiliates.
- Advertising as a source of income: The media relies heavily on advertising revenue. As a result, they tend to favor content that attracts advertisers and avoid topics that could alienate sponsors.
- Elite news and journalism sources: The media often rely on select news sources, such as international or government news agencies, which often promote certain points of view and interests. This can limit the diversity of opinions and perspectives presented to the public.
- Flak and media discipline: Media often face criticism and pressure from powerful interest groups when they present certain stories or viewpoints. This “flak” can lead to self-censorship and the avoidance of controversial or challenging topics.
- Fear of an external enemy: Promoting fear and hostility toward an external enemy, whether real or perceived, can be used to justify government and military policies, as well as to divert attention from domestic problems or internal injustices.
These filters, according to Chomsky and Herman, work together to shape media coverage and limit the scope of the diversity of opinions and perspectives presented to the public, thus contributing to the manipulation of public opinion for the benefit of dominant elites.
To better understand his thinking, let's analyze the film "Captain Fantastic" by Matt Ross. One of those films that never fails to impress. indifferent to nobody.
Not only because presents us with an alternative reality to the conventional capitalist system, but because it is one's own Hollywood, quintessential American capitalist ecosystem, the one that does it.
That is to say, the great media tool of the great hegemon creates a film that revolves around Chomsky -leftist-leaning thinker-, of their media filters, manipulation strategies (which also explains) and different concepts of public opinion that are analyzed and destroyed.
Summary of the movie Captain Fantastic
Ben and his children show us several social, educational and economic alternatives, which, furthermore, despite its difficulties, do they work -or so the director tells us-.
A family that lives with a philosophy that we could define as countercultural, educated according to the teachings of great thinkers and who cares so much about his physical and mental survival. What do you know laughs at society and uses it for his own benefit.
Analysis of Captain Fantastic: manipulation strategies and Chomsky's media filters
Since the beginning of production there are several concepts of public opinion those that are reflected. But let's analyze them:
According to Chomsky, the information that the media broadcasts to the average citizen has to exceed five media filters that act as a safeguard for large companies, politicians,…media conglomerates.
Deriving, therefore, in a biased information that manipulates us, which does not allow us to discern and which leads us to a society of sheepishness, as demonstrated in the scene in which the protagonist family celebrates the noam chomsky day and they discern about it.
In this one, one of the youngest children does not understand why they do not celebrate Christmas like other people, and replaces it with an invented day.
The father, to show him that there is no reason to celebrate a party in which the protagonist is an elf (and, differing as a use of media manipulation strategy) asks him to enter into a debate to change his mind with valid arguments, to which the child he refuses.
This is how it looks how one participates in socially programmed events simply by following reference groups.
Well, the Christmas, understood by Ben as one of the main consumer advertising strategies which helps large corporations (to which the economic elites belong in one way or another) to sell more, therefore, it exceeds the first filter: magnitude, ownership and orientation of media profits; and, furthermore, it has the approval of advertising on which the media depend to survive (second filter).
Therefore, it is normal that create opinion through newsfeed (power is interested in: more consumerism, less critical and analytical capacity) – third filter-; and that this day be celebrated instead of that of Chomsky - an activist and humanist for Human Rights - or any other thinker.
Not only does this scene demonstrate the information bias that suffer from trends that could contribute to societal changeIt can also be observed when the uncles and grandparents have lunch together with the protagonist family and criticize him because the children do not attend school. (emotional media strategy).
At this moment, the protagonist shows them that, his children, that They do not follow the classic model and, therefore, they are not guided by the news or public opinion. They know how to not only memorize any topic, but also analyze it perfectly (they also do it throughout the entire film) from the understanding.
While the educated, the ones who will get a real job, the ones who live by the rules are being encouraged to be complacent with mediocrity, educated to remain ignorant; Well, they study out of obligation and they are not able to answer any question despite their older age.
Therefore, is the public sufficiently informed, insufficiently informed or largely uninformed?Throughout the second part of the film, which in my opinion begins with the death of the mother and the trip to the city where the funeral will be held, not only the filters mentioned are noted, but also how society is immersed in the pretension of achieving consent (which is being manufactured all day) for everything -cultural normality-.
That is to say, Ben's in-laws live in the so-called spiral of silence, they need to act under social dogmasOtherwise, they can be excluded, as they do; and, therefore, they do not understand that there are other alternatives beyond (reference groups).
Everyone dresses, eats, speaks and acts according to what is politically correct, while the protagonists
they question society and the institutions of power; And, on top of that, they do it with a picaresque style typical of “Lazarillo”.
After a long road trip, and after having immersed themselves in society, the authority reflected in what for the Spaniards would be the civil guard, stops the caravan in which the protagonists are traveling due to a misalignment of its light.
However, when the officer saw the group of minors in the vehicle, he decided to get in to see what was happening (they should be at school). To this, the eldest of them tells him that they are home-schooled Christians and begins to sing, causing the authority to quickly descend.
And, therefore denoting that they confront authority from the ridicule of religion, a tool they use as a distraction; and, therefore, as a strategy (one of media manipulation).
But they not only use this strategy, but also that of treat the public in a childish way. Well, when they decide to go shopping at a supermarket, the father, to avoid paying (I suppose to not feed the system according to his conviction) simulates a heart attack (distraction) so that the children steal without problems. Once they do, he gets up without explanation and treating his audience like brainless people.
In the next scene they celebrate Chomsky Day and the film makes complete sense in terms of criticism of public opinion, as seen in previous paragraphs.
This work, therefore collect how society directs the lives of the population through spiral of silence, Well, he who thinks differently is an outcast who has to live in nature to be able to carry out his alternative life..
Furthermore, it is the elites, through the educational system, the media, companies, the creation of the need for consumerism, who, through the “cascade” create public opinion which makes each action enacted as correct become dogmatic (dressing in a certain way, working and spending continuously, calling oneself in a certain way following a constituted pattern and not the being of the person - that is why the protagonists are shown as asexual).
And therefore As the basis of agenda setting theory is, opinions are created as a result of one or several training processes in which multiple factors -already introduced- intervene.
However, these tools can be used in favor of change, as this atypical family already does, which has its own media filters and works on manipulation strategies that allow them to continue with their way of life.
Which does not mean that the family leader himself does not use all of the above to keep his children in a parallel world that they have not decided to enter.
In addition to instilling in them beliefs of communist tendencies (Pol Pot, Mao Zedong) and not allowing them to create a hermeneutical opinion on which they base and form their decisions to choose whether they want to be part of society or not.
Well, throughout the movie Every time they question their way of life, Ben, who is obviously more intellectual for his age, ridicules them and asks them to debate, when they do not know any other system nor are they allowed to be interested in it.
Perhaps the latter could be what this feature film was intended to teach: The human being, without the need for conviction, needs to be social and live conventionally, by nature.
Without a doubt, a film that is difficult to analyze.
To better understand media filters you can see this video, where they are explained perfectly:
LL.M in International Business Law and Law from ISDE and graduated in Law and International Relations from Loyola University. CEO and business internationalization consultant at Reáculoateypunto.
It is regrettable how the father teaches his children to steal and try to kill a privately owned sheep, very revolutionary, but they are harming a third party, who works for a living, without appropriating what belongs to others and by deceiving the good faith of those employees who wanted to help him, when he faked a heart attack to steal, being just a con man.