Causes Of The Second Filter

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The second filter is funding through advertising. By having advertising papers could charge less as it offset production, and increases their circulation. In an advertising system the decision of the advertiser is final, not the buyers. Media outlets approach advertisers boasting the ‘quality’ of their audiences. They argue the dependence on advertising with affect what stories are produced. Advertisers don’t want to go with stories that are too ‘heavy’ as it may affect the ‘buying mood’. Creates a system where the advertiser is the buyer and they are purchersing the viewer. This will inevitably lead to pandering on the media outlets behalf to whatever is wanted by the advertiser.
The reliance on advertising of the daily mail means they are

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