The book Agents of power: The media and public policy by Herbert J. Altschull is research on the role of mass media for public opinion. The author maintains the idea of the diversity of media in the United States. The purpose of the book is intended to describe from different sides the nature of media in social and political approaches. The author implements different reasons to prove that media is in the power of some people directing the information to the masses. In this respect, the statement of the author is following: “The error, we shall see, is to proclaim the independence of the press, to fail to recognize that the news media are agencies of someone else’s power” (Altschull, 1995, p. 5). This standpoint evaluates the fullness of the research provided by the author. Furthermore, the historical and socio-economical formation of the United States is also considered with the impacts of media agencies.
The book describes the phenomenon of media in terms of making impacts on the area of public opinion. The world arena is observed in the discussion with more glimpses at the United States. The factual materials include the works of classical writers and media agencies (press and television) since the second half of the twentieth century. The study describes the author’s vision of the press mission in the United States. Points on publicity and social impacts are introduced in the book. n turn political authorities and politics, as they are, are highlighted to be the major players in the spread of “applicable” information. Applicable – because media prescribes in most cases the interests of particular top circles of the society. Then the approach in the book leads to different political arenas of the world. Thus, the role of media is constant for all regimes and social structures. It is the mechanism of policy provision throughout countries and in the world. The only difference is supposed with the extent of information credibility about definite events or cases. Society hears only straightforward news without having an opportunity to confirm the information on its believability. The theoretical and practical observation of the media is outlined in the book in order to argue the point of “free flow of information” and its independent character (Altschull, 1995). The reliability of the journalists’ autonomy in the international approach is also at the core of the discussion. All in all, the whole research discovers and highly criticizes the development of the media. Living in the post-industrial society means being involved in information flows.
In fact, Herbert J. Altschull gives in the book rather strong arguments supporting the hidden role of media for society. The reasons for the statement of the author are apparent for the contemporary policy provided in the US. The role of mass media in many points expresses the will of governments and business-related persons from the highest echelons of society. Contemporary studies prove this idea:”…public relations come of age in an epoch of the modern corporations and the mass media” (L’Etang, 2004, p. 8). All in all, the political constituent is included in the development and performance of mass media worldwide. This fact is outlined by Altschull (1995) when he admits that there is hardly a person to argue against the free development of mass media. Thus, the reality of media is far politicized due to beliefs about its independence.
Reference
Altschull, H. J. (1995). Agents of power: The media and public policy. White Plains, NY: Longman.
L’Etang, J. (2004). Public relations in Britain: a history of professional practice in the twentieth century. London: Routledge.