Shill - Journalism

Journalism

The term is applied metaphorically to journalists or commentators who have vested interests in or associations with parties in a controversial issue. Corporate owned media outlets of radio and television are often accused of being shills for establishment political candidates. By limiting the dialogue and discourse between specific candidates and political parties, the media can psychologically limit choices in the public mind and thus assure that only politicians acceptable to the ruling class and corporate structure are elected to public office. By highlighting the disparities of each candidate, the media appears as an honest broker and fair minded third party to the public, but is acting as a shill for the wealthy investment class. This methodology was one of Edward Bernays' favorite techniques for manipulating public opinion by the indirect use of "third-party authorities" to influence the public, without their conscious cooperation.

More specifically, there are historical cases of journalists in private media organizations being covert representatives of government and/or businesses. In these roles the journalists will present positive stories about their respective interests at key moments in order to influence public opinion. This is often achieved by claiming to have access to anonymous government or business sources. At other times, the links may actually appear overt to some, but not to the intended audience such as with Radio Free Europe, a broadcaster which targeted Eastern European audiences on behalf of the Central Intelligence Agency.

An extension of these tactics is the practice of monitoring news outlets prior to or during publication. Often when a negative story is discovered attempts are made first to stop it. However as this can, in some societies, draw attention to what could otherwise be a minor story, shills are used to put out alternative views, either to confuse the public about the legitimacy of the story or to outright convince them that it is a lie.