the modern media is the mass media and they understand…
““the modern media is the mass media and they understand only four things. Every story carried by the modern media involves one of these four things: sex, scandal, violence and celebrity culture. If a story does not include one of those four elements, it isn't a story and it becomes difficult if not impossible to get the message out. So, you have to tie your story to one of the four elements to ensure that it is picked up and that you get your message out. (p. 125)””
About This Quote
Source Book: Media Manipulation, Paul Watson, 2010
Modern media only tells stories that fit sex, scandal, violence, or celebrity; other messages struggle to be heard.
In simple terms: Media favors sensational topics.
Key Takeaway
Craft messages with one of the four hooks.
Themes
media
communication
culture
Mood
critical
analytical
Type
media studies
When to use this quote
- advertising
- political campaigning
- public awareness
Key Concepts
Sensationalism
message framing
Questions to Reflect On
- How can you convey important ideas without sensationalism?
- What are alternatives to the four hooks?
A Different Perspective
It can marginalize important but bland topics.