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"] In order for an advertising message to be perceived, the brain of the television viewer must be available. Our broadcasts are aimed at making that brain available: i. e. by distracting it, by relaxing it and preparing it between two messages. What we sell to Coca-Cola is time with this available human brain. " Sourcing The third filter concerns the mass medias' need for a continuous flow of information to fill their demand for daily news. In an industrialized economy where consumers demand information on numerous global events unfolding simultaneously, they argue that this task can only be filled by major business and government sectors that have the necessary material resources. Model Ship Fitting This includes mainly The Pentagon and other governmental bodies. Chomsky and Herman then argue that a "symbiotic relationship" arises between the media and parts of government which is sustained by economic necessity and reciprocity of interest. "