14 广告的影响: 媒体内容
The propaganda model posits that advertising dollars are essential for funding most media sources and clearly have a clear effect on the content of the media. For example, when Al Gore proposed launching a progressive TV network, a Fox News executive told Advertising Age : The problem with being associated as liberal is that they wouldn?t be going in a direction that advertisers are really interested in. If you go out and say that you are a liberal network, you are cutting your potential audience, and certainly your potential advertising pool, right off the bat. Furthermore, an internal memo from ABC Radio Networks to its affiliates reveals scores of powerful sponsors have a standing order that their commercials never be placed on syndicated Air America programming that airs on ABC affiliates. The list, totaling 90 advertisers, includes some of largest and most well-known corporations advertising in the U.S.: Wal-Mart, GE, Exxon Mobil, Microsoft, Bank of America, Fed-Ex, Visa, Allstate, McDonald?s, Sony and Johnson Johnson. The U.S. Postal Service and the U.S. Navy are also listed as advertisers who don?t want their commercials to air on Air America.
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