I think the media is a communication tool. The media consists of newspapers, radio, TV and, more recently, the Internet. Any messages sent thru the media is saying 'I've got something important to say, please tell everyone'. You send the media press releases to tell them the information. Each media outlet will interpret the press release differently. One will be on your side. Another will be againest you.
The media has the power to persuade. They may use influential people to help them with their message. Some shows try to be neutral and have spokespeople from both angles. It depends on how well the spokesperson represents their side.
The Rihanna and Chris Brown case is a prime example of how the media manipulates how we think about someone. When Rihanna was abused, it was exposed all over the news media outlets. They portrayed her as an abused victim. They never got her side of the story. They protrayed Chris as the awful abuser. The media had the power to convince the viewers to sympathize with Rihanna. Even when Chris apologized for his actions, he didn't get as much media attention. His apology on YouTube didn't get as much airtime as when he abused her.
I also think some stations are owned by certain political parties. All their views are swayed to that particular party's beliefs.
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