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194 Gattone
ages of the war with only a few marginal voices of dissent. The combination
of limiting reporter access to press pools and providing a continual barrage
of high-tech visuals paved the way for a tightly orchestrated presentation
or "sanitizing" of the war. Most reporters knew they were part of a massive
propaganda campaign, but were unable to avoid covering the war on the
administration's terms due to the limited material it offered and the re-
quirement that they stay in step with their competitors.
In spite of this indictment of the U.S. leadership, Altheide cautions
his readers against framing his position as one that sees government offi-
cials fully controlling the messages reaching mass audiences and cites ex-
amples of failures and strategies with unexpected consequences. He also
points to the rise in the power of interest groups seeking to shape public
opinion, stressing the significance of this as an example of the ability of
private organizations to use a media logic to their advantage. Altheide ar-
gues that the nature of the relationship between news organizations and
their sources has changed qualitatively, that a media craving for dramatic
stories leads them to be highly accepting of material prepackaged in that
form. While the messages of such groups are only accepted by the media
when they fit into the prevailing assumptions and expectations of their pro-
jected audience, the technique of building on existing beliefs to generate
new concerns is available to any group with the requisite knowledge and
economic or political power to do so.
But this raises one of the central problems of Altheide's text, namely
that of his tendency to develop broad generalizations which often results
in his assertion of conflicting hypotheses. In some instances, he claims that
media logic serves as the basis for the decisions about what is to be covered
and how it will be perceived, and in others, he argues that sources define
the events for media audiences, s Clearly, both of these hypotheses cannot
simultaneously be true. While it is obvious that some sources are able to
use insight into the production patterns of news organizations to get the
media to relay their messages, it is equally evident that others are either
incapable of such manipulation or wish to purvey a perspective that is be-
yond the range of ideas considered suitable in the public forum, leaving
contextualization to the media. Similarly, in his analysis of the Gulf War,
he attempts to claim both that history was being constructed via a media
logic and that the government and military used media logic to frame the
conflict in a certain way.9 Was media logic the basis of the decisions in
this war or was strategy devised independently, using the media to frame
these actions in a favorable light? He provides examples to defend each
of these propositions, seeming to nurture a subtle analysis mindful of the
interplay of these two and then undermines this by drawing conclusions of
a far-reaching and ahistorical nature.
Media and Politics in the Information Age 199
duction requirements of the mass media and better able to effectively in-
corporate considerations of style and form into their presentations. The
ecology of communication is not simply a matter of information technology
or television formats shaping public perceptions which then influence pol-
icy, but of government and private organizations using these in the service
of one objective or another.
The shortcomings in Altheide's work should not overshadow his
stronger points. Matters of presentation can far outweigh the influence of
logical argumentation in the realm of politics, where deception through
imagery is a common practice. His attempt to understand the role of in-
formation technology in the perpetuation of this imagery offers a unique
contribution to the study of communication and sheds light on the inter-
active nature of mass persuasion and its relationship to social control.
While his focus in Ecology is certainly not limited to the study of institu-
tional propaganda, Altheide's emphasis on presentation complements the
writings of others seeking to fill the void left by the decline of effects re-
search.
Similarly, the work of these authors offers insight into the issues
Altheide tends to neglect. For example, the relationship between politics
and the media is more thoroughly investigated by Todd Gitlin, Guy Oakes
and Benjamin Ginsberg. Their research focuses on the ways government
officials use the media in their efforts to manage public opinion. Robert
Jackall provides a deeper analysis of the nature of corporate propaganda
in his study of the public relations firm, and Kathleen Hall Jamieson centers
her research on the use of imagery in electoral campaigns. Although their
positions vary considerably, these authors do share a tendency to critique
established forms of persuasion and demonstrate a lack of interest in re-
fining the techniques of propaganda for institutional use.
The renewed success of critical research does not signal the crystal-
lization of a new paradigm in the field, but it does mark a transition from
a highly centralized approach to a more variegated set of theoretical ori-
entations. Altheide's text should not be read as a comprehensive account
of the nature of communication, but as one component of a larger group
of analyses in the newly emerging field of critical media studies.
ENDNOTES
1. For more on the Institute for Propaganda Analysis, see Robert Jackal, Propaganda (New
York: New York University Press, 1995), p. 223.
2. Paul Lazarsfeld and Robert Merton, "Studies in Radio and Film Propaganda,"
Transactions of the New York Academy of Sciences 6 (1943): 58-79.
202 Gattone
3. For a detailed account of this transition, see J. Michael Sproule, "Propaganda Studies in
American Social Science: The Rise and Fall of the Critical Paradigm," Quarter& Journal
of Speech 73 (1987): 60-78. and "Progressive Propaganda Critics and the Magic Bullet
Myth," Critical Studies in Mass Communication 6, 3 (September 1989): 225-246.
4. David Altheide, An Ecology of Communication." Cultural Formats of Control (New York:
Aldine De Gruyter, 1995). Altheide's previous writings include, Creating Realiay: How Tit"
News Distorts Events (Beverly Hills, CA: Sage, 1976), Media Power (Beverly Hills, CA:
Sage, 1985), and written together with Robert P. Snow, Media Logic (Beverly Hills, CA:
Sage, 1979), Media Culture (Newbury Park, CA: Sage, 1983), and Media Worlds in the
Post Journalism Era (New York: Aldine De Gruyter, 1991).
5. See Media Logic for a more thorough exposition of this thesis.
6. This included the formation of the National Center for Missing and Exploited Children
and the passage of the Missing Children's Act in 1982. For more on this see p. 142 of
the text.
7. See Media Logic, p. 40.
8. See pages 117 and 182-3.
9. See pages 200, 179 and 214.