"] 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. Builder Model Ship 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. "

" The theory postulates five general classes of "filters" that determine the type of news that finally gets published in news media. These five are: Ownership of the medium Medium's funding sources Sourcing Flak Anti-communist ideology The first three (ownership, funding, and sourcing) are generally regarded as being the most important. Although the model was based mainly on the characterization of United States media, Chomsky and Herman believe the theory is equally applicable to any country that shares the basic economic structure and organizing principles which the model postulates as the cause of media biases. The filters Ownership Herman and Chomsky argue that since all mainstream media outlets are embodied in large corporations, which are themselves often part of much larger conglomerates (e. g. Westinghouse or General Electric). Such conglomerates frequently extend beyond traditional media fields, and thus have extensive financial interests that may be endangered when certain information is widely publicized. Civil Model Ship War Thus, according to this reasoning, news items that most endanger the corporate financial interests that own the media will face the most bias and censorship. The authors claim that the importance of ownership filter is the fact that corporations are subject to shareholder control in the context of a profit-oriented market economy. "