وظائف الوسائل الصحفية للتأثير الجماهيري ٢_a .. كتاب دراسات نظرية في علم الصحافة

This is because journalistic materials must be searched diligently among advertisements. This distortion caused by advertisements to the bourgeois press is an inevitable consequence of bourgeois society and the bourgeois press, and is a legitimate offspring of this same society.

The great importance in the formulation of this principle is to stress the duty of the press to serve the economic system, and for the bourgeois press, what is meant by the economic system is the capitalist system. At a time when the largest number of bourgeois journalism theorists dealt with the essence of the matter and moved directly to addressing the issue of advertising as something abstract and isolated from the economic system, Peterson, by virtue of the logic of facts in the first place, found himself compelled to raise in principle the question of the function of the press (in fact, the task of the press ), which must serve the bourgeois economic system, and treat advertisements as a special means, although in his opinion it is the most important means. It must be admitted that Peterson made no mistake in classifying that, as long as advertisements are directed only at consumers of appropriate goods, the bourgeois press, along with many other publications, fulfills its functions as agitator, advocate and collective organizer of the capitalist economic system, and is, of course, always proceeding from bourgeois premises. In this way, unintentionally, Peterson acknowledges the class character of the press, but in his later judgments he does not take into account this class character which he himself has proven.

5_ And as a fifth function of the bourgeois press, Peterson stresses the duty of this press to provide entertainment for the readers. In fact, this is a task, not a job. Within certain limits, and especially when a newspaper is published in a large number of pages, the press publishes articles for proper entertainment, but without forgetting for a moment the direction to which these articles are devoted to the readers. But, on the contrary, the bourgeois press, especially the sensational type of it that has come to be known as the yellow press, is full of detailed descriptions of thefts, fraud, murder, rape and other crimes. . Long ago, the bourgeois press, as well as the bourgeois radio, television, and cinema, turned into an active instigator and advocate of crime, even becoming an organizer of the process of exchanging experience between criminals, by publishing the smallest details of how crimes are committed. And how the criminal can fight off the police and get rid of his pursuers and hide from them. In this regard, and in addition to this, the bourgeois press is full of horoscopes, that newborn deception of the Middle Ages is still being published and is still contributing to the madness and dullness of many readers. Also, nudity (pornography) and humor still occupy an important place in the bourgeois press. As for the different materials on oddities, wonders, the interpretation of dreams, and other similar materials and topics, they are still very influential in the bourgeois press, and they multiply their means to dull and deceive people, sow superstition and distrust science, and call for reliance on blind occult forces that are hostile to science and logic.

This is all metaphysical, anti-scientific and stupid, but it serves reaction well, and is propagated and fed by the bourgeois press under the banner of entertainment. But Peterson closes his eyes to these facts and, with this distorted formulation of science as the function of entertainment, sanctifies one of the most despicable features of bourgeois journalism.

Can it be considered a coincidence that there is no place for the educational function or task of journalism among the six functions identified by Peterson? This seems even more strange if we know that the book (Four Theories of Journalism) was published by the National Council of Churches. It is possible that Peterson was afraid of getting into a quarrel with the owners of the bourgeois press and their journalists if demands were made of them even about bourgeois education.

6- The bourgeois press should maintain its own financial independence so that it would not be possible for private interests to exercise any pressure on the press. This is the sixth job Peterson has identified for journalism. This formula is the sixth function that Peterson identified for journalism. This formula is the most contradictory formula that Peterson identified.

The bourgeois press itself is private property, regardless of the legal form of this ownership (an institution owned by one person or a group of persons, a joint-stock company or a limited liability company, or a limited liability company ... etc.). Therefore, the bourgeois press falls primarily in a state of subordination to private interests. to its owners. To quote Peter Hamilton's opinion is not an abstract one
Rather, it reflects the reality of the bourgeois press more realistically than all the theories developed by Peterson.

But how do bourgeois newspaper owners guarantee the financial independence of the press? Knowing that the selling price of any bourgeois newspaper or magazine does not even cover the price of paper. The way out of this impasse has been well known for a long time. The income comes from advertisements, which represent between half and four-fifths of the income of bourgeois newspapers and magazines. American publishers annually receive billions of dollars from advertising. And these billions do not come from advertisements published by the unemployed in search of job opportunities, they come from billionaires who advertise their goods, and who care about the ideology and politics of the newspapers and magazines in which they advertise. Many bourgeois newspapers and magazines have ceased to exist because advertisers have boycotted them.

In bourgeois states, everything is bought and sold, including the press, radio, and television. Not only millionaires, but statesmen and theorists of capitalism compete in praising private property and individual initiative as an ideal system for building and organizing social life.

Private property and the private interests of the monopolies determine even the domestic and foreign policy of the capitalist states. The buying and selling of newspapers and magazines is a common phenomenon in bourgeois countries, and the policy of bourgeois newspapers and magazines is determined either by their owners or their agents who must in the first place make a profit for the newspaper, and that the amount of this profit be as large as possible.

And advertisements are an effective and proven means of putting pressure on the bourgeois press. With regard to this, the real reality of the bourgeois press can be summarized: that the financial independence of the privately owned bourgeois press has preserved it from any pressure that may be exercised by special interests. The six jobs that he identified for the press could not, in fact, maintain and preserve this press, and he himself was forced to point out the following seven shortcomings in the reality of the bourgeois press:
1- The newspaper is the private property of its publisher, and it fulfills the functions that serve its owner.
2- The press does not serve the community, but the commercial project.
3- The press writes against social change.
4- The press is sensational and superficial.
5- The press publishes material that contradicts social morals.
6 - The press infringes on the rights of the individual.
7- The press is controlled by one class, the bourgeois class (16).

As a remedy for these fundamental shortcomings and evils of bourgeois journalism, Peterson identifies five demands (conditions) of social responsibility. But these demands, in addition to their futility in dealing with the bourgeois press, spread in the air more germs of this press, because they preserve the specific and essential character, which is the private ownership of the press, and these requirements (conditions) set by Peterson are (17)

1- The press must isolate the news from the editorial articles.