Introduction
The media is a powerful force in the field of digital communication. It is not only able to convey information, but also to shape the public’s collective understanding of events. And this phenomenon of online communication through language, images, and narrative symbols is known as media discourse. As Foucault suggested in 1977, the three power relations of sovereign power, disciplinary power, and biopower correspond to the application of media discourse. The digital media, fuelled by these magic wands of power, have spawned a multitude of associated “butterfly effects”.
Media discourse extends to language with nuances. Through a variety of channels, including news reporting, media discourse has the ability to shape opinions, shape attitudes and even have the power to select and direct dialogue.
The power of media discourse
(1) Manufacture consent
As we have previously learnt from Noam Chomsky’s theory, media discourse can also be used as a tool to manufacture consent. Simply put, the media can control narratives and influence public opinion by controlling the narrative, and those under whom it is vested with power can manipulate media discourse to gain support and public opinion for their statements. For example, those in power or an institution can control public sentiment by using biased reporting to defend the interests of the authorities and to glorify their own advantages.
There are two key ways in which public opinion is shaped through media discourse as described. This is the beginning of the magic wand coming into play. The first is language. Whether it is the use of words, tone of voice or rhetorical devices, every subtle change can shape opinion. For example, calling an event a “riot” or a “protest” may cause public panic, while the latter may attract sympathy and concern from potential supporters. This is how cultural narratives are shaped, reflecting and reinforcing societal values and helping the public to construct its own cultural identity.
Challenges of media discourse
stereotype
Media discourse can also sometimes reinforce public stereotypes by portraying certain groups or even countries in a narrow and biased manner. For example, racial or negative impressions may be represented or signals through media discourse, creating distorted images that have a high potential for prejudice or discrimination. And they often do so in such a way as to disproportionately highlight negative events for particular groups, with little or no coverage of their positive contributions. In this way, the media can reinforce and distort the image of particular groups.
Conclusion
At the heart of media discourse is the harnessing of a variety of viewpoints, whether in scientific journals or mainstream news, and behind these sources are large invisible hands that manoeuvre magic wands and drive the course of digital media. This influence is wide-ranging and complex, through language, conformism, and many other media factors. The proper use of media discourse to shape social norms and values and thus sustain a dialogue with the public is a subject for reflection.
Reference
Howarth, D. (2000). Discourse. Open University Press. Available at: <https://www.vlebooks.com/Product/Index/155101?page=0&startBookmarkId=-1> [Accessed 2 December 2023]
Sriwimon, L., & Zilli, P. J. (2017). Applying Critical Discourse Analysis as a conceptual framework for investigating gender stereotypes in political media discourse. Kasetsart Journal of Social Sciences, 38(2), 136-142. Available at: <https://doi.org/10.1016/j.kjss.2016.04.004> [Accessed 3 December 2023]
Hello Ruoting. From your blog, I can clearly understand what media discourse is. The layout of your blog is very clear, and the examples you give are also very clear. It also comes with a video explaining it, which is very well done. To some degree, media discourse is indeed controlled by an invisible hand, and this is indeed unavoidable.
Media discourse indeed causes stereotyping and I think there a reason why medias want to cause stereotyping, which is the power behind the publishers, kind of like the manufacturing consent you mentioned. They try to make a specific kind of people negatively impressed by media to achieve their propaganda. Talking about stereotyping reminds me of an dark humor animation series called “Family Guy”, it is a hilarious series and shows stereotype of people from around the world.