" Unlike the first three "filtering" mechanisms — which are derived from analysis of market mechanisms — flak is characterized by concerted and intentional efforts to manage public information. Flak from the powerful can be either direct or indirect . The direct could include the following hypothetical scenarios: Letters or phone calls from the White House to Dan Rather or William Paley Inqueries from the FCC to major television networks requesting documents used to plan and assemble a program Messages from irate executives representing advertising agencies or corporate sponsors to media officials threatening retaliation if not granted on-air reply time. The powerful can also work on the media indirectly by: Complaints delivered en masse to their own constituencies (e. g. , stockholders, employees) about media bias, Generation of mass advertising that does the same, By funding watchdog groups or think tanks engineered to expose and attack deviations in media coverage that endanger vital elite interests. By funding political campaigns that elect politicians who will be more willing to curb any such media deviations. Vintage Model Car Anti-Ideologies; substitutes for anti-communism A final filter is anti-ideology. Anti-ideologies exploit public fear and hatred of groups that pose a potential threat, either real or imagined. "

" The theory then argues that maximizing profit means sacrificing news objectivity, and news sources that ultimately survive must be fundamentally biased, with regard to news in which they have a conflict of interest. Funding The authors also argue that the mainstream media depends heavily on advertising revenues to survive. A newspaper like the New York Times, for example, derives 75% of its revenues from advertisements. The authors suggest that this filter is best seen by adopting a traditional business framework. They argue that a newspaper, like any other company, has a product which it offers to its audience (or customer base). In this case, however, the product is composed of the affluent readers who buy the newspaper — who also comprise the educated decision-making sector of the population — while the audience includes the businesses that pay to advertise their goods. According to this "filter", the news itself is nothing more than "filler" to get privileged readers to see the advertisements which makes up the real content, and will thus take whatever form is most conducive to attracting educated decision-makers. Latest Model Car Stories that conflict with their "buying mood", it is argued, will tend to be marginalized or excluded, as will information that presents a picture of the world that collides with advertisers' interests. The theory argues that the people buying the newspaper are themselves the product which is sold to the businesses that buy advertising space; the newspaper itself has only a marginal role as the product. "