Chomsky’s Propaganda Model, Revisited and Why Narrative Control Endures?

Lately, it feels like the ground beneath our media landscape is constantly shifting, doesn’t it? Well, a recent development sent a jolt through the system: Bari Weiss, of The Free Press, has been appointed to a senior editorial role at CBS News. What’s truly fascinating—and, frankly, a bit unsettling—is that this move came after Paramount acquired The Free Press for a staggering $150 million, and Weiss will be reporting directly to CEO David Ellison, bypassing traditional newsroom leadership.

For me, this isn’t just another industry shake-up. It’s a stark revelation about who really pulls the strings in shaping public narratives. If you, like me, often feel a nagging skepticism about what you read and watch, this development should sharpen your focus. It forces us to ask: are we really getting an objective truth, or a carefully constructed reality?

Chomsky’s Filters: How They Still Apply Today

To understand what’s really going on, I always find myself returning to Noam Chomsky and Edward S. Herman’s “Propaganda Model.” It’s a framework that, despite being decades old, feels eerily relevant to our current moment. They argued that mainstream media doesn’t just report the news; it manufactures consent through a series of filters. And guess what? These filters are still very much active.

The mass media serve as a system for communicating messages and symbols to the general populace. It is their function to amuse, entertain, and inform, and to inculcate individuals with the values, beliefs, and codes of behavior that will integrate them into the institutional structures of the larger society.

– Noam Chomsky

Chomsky believed that the media’s structure—its ownership, funding, reliance on certain sources, reactions to criticism, and its stance on ‘anti-ideologies’—effectively filters out dissenting information, ensuring that only approved narratives reach us. And when you look at Weiss’s appointment, you can start to see these filters at play, challenging some while reinforcing others.

The Corporate Hand: Money Talks, Even in News

Think about the sheer scale of Paramount’s acquisition: $150 million. This isn’t pocket change; it’s a massive investment. In Chomsky’s model, the ‘ownership filter’ is crucial. Media outlets aren’t just public servants; they’re businesses, owned by large corporations, and their primary allegiance is often to their bottom line and their shareholders. When Paramount buys The Free Press and places its founder in a high-profile role, it’s not just about content diversity. It’s a strategic move that integrates a specific viewpoint—one that resonates with a segment of the audience perhaps underserved by existing CBS content—into its larger corporate agenda.

This means that editorial decisions, whether we realize it or not, can align with the broader interests of the parent company. It’s a powerful way to steer the ship of public opinion. The discomfort among some CBS staff members, from what I’ve gathered, isn’t just about ideological differences; it’s about recognizing that a deliberate, top-down shift is underway, one that can subtly but profoundly alter what we perceive as ‘news’.

Free Speech on the Front Lines: Beyond ‘Cancel Culture’

Bari Weiss famously resigned from “The New York Times” in 2020, citing an “illiberal environment.” This phrase resonated with many of us who’ve watched public discourse become increasingly polarized and intolerant of dissenting views. In Chomsky’s time, the ‘anti-communism’ filter marginalized voices deemed a threat to the dominant ideology. Today, we see a new version of this, where ideological purity, often within progressive circles, can lead to the ‘cancellation’ of individuals who deviate from perceived norms.

Power works by making certain kinds of thinking impossible.

– Michel Foucault

The backlash against Weiss’s appointment, particularly from liberal commentators, underscores this tension. It’s not just about her specific opinions; it’s about the fear that a voice challenging the prevailing consensus will gain institutional power. This fear, ironically, often perpetuates the very ‘illiberal environment’ that Weiss highlighted. The ongoing struggle to allow for genuine plurality of perspectives, even uncomfortable ones, is absolutely vital for the survival of a truly democratic society. If we can’t debate, we can’t evolve.

Are We Paying Attention? The Public’s Role in Narrative Control

Here’s the kicker: while media insiders and commentators are debating this furiously, how many of ‘regular’ viewers even know who Bari Weiss is, or understand the significance of this move? My guess is, not many. This lack of broad public awareness is a critical piece of the puzzle. It means the intricate power plays and ideological battles often happen behind a veil of public disinterest or even apathy.

This disengagement, whether it comes from exhaustion, distrust, or simply being too busy, is dangerous. It allows the subtle filters of narrative control to operate with minimal resistance. As I see it, understanding how these mechanisms work is the first step towards reclaiming our intellectual autonomy. We can’t afford the dangerous comfort of willful ignorance. It’s up to us to be vigilant, to question, and to demand transparency, because ultimately, the integrity of our shared reality depends on it.

Go Deeper

Step beyond the surface. Unlock The Third Citizen’s full library of deep guides and frameworks — now with 10% off the annual plan for new members.

A Call to Critical Engagement

So, what’s my takeaway from all this? Bari Weiss’s move to CBS isn’t just a story about one person; it’s a profound moment that reveals the ongoing struggle for narrative control in our media. It’s a call for each of us to become more discerning, more critical consumers of information. We shouldn’t passively accept what’s handed to us, nor should we fall into the trap of tribalism, only listening to voices we already agree with.

Let’s use frameworks like Chomsky’s Propaganda Model to arm ourselves with the tools to navigate these complex waters. Let’s actively seek out diverse perspectives, question our own biases, and engage with ideas that challenge us. Our collective ability to think for ourselves, to truly understand the world beyond the curated narratives, is the only way to safeguard our freedom and maintain a vibrant, truth-seeking society. What are your thoughts on this? I’d love to hear them.