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LESSON 16
MANIPULATIVE
INFORMATION
Manipulate means “to be control”.
When you manipulate something or
someone, you perform it in a skillful
way to meet your purpose and achieve
what you want.
Although to manipulate may seem
being in control to create order, it is
actually done unfairly as the control
only favors one side.
Media Manipulation
Pertains to the strategy used by
advertising or marketing firms
to manipulate information in
favor of a client whose product
or service is at stake.
MARKETING MANIPULATIVE
INFORMATION
1. Ad agency or marketing firm
Deals with clients whose products
need marketing to boost sales.
2. Public relations (PR) firm
A PR firm provides professional
services to conceive, produce,
and control messages for the
public, through the media on
behalf of a client.
TYPES OF MANIPULATE
INFORMATION
The following are examples of media
manipulation.
1. Consumer confusion
There are many products of the
same kind that are out in the market
today. Some sellers can be creative
with the packaging to make your
product stand out from similar
products.
2. Crowd Manipulation
An advertising firn can
manipulate public by making
them believe that is a great
demand for the product.
3. Propaganda
An advertising firm can be release a commercial
paid by a political candidate to destroy the image
of the rival politician. For example, revealing a
candidate’s hidden wealth can negatively affect
the trust ratings of the said political aspirant.
4. Gatekeeping
Through gatekeeping, information is filtered. The
public does not get the full information about a
certain issue. Only a portion of the truth is
released to them. For example, the news released
during a disaster mentions only a few casualties
so that the public will not be alarmed.
5. Celebrity Endorsement
These endorsement can create an
impression that a product is of good
quality since the celebrity who
endorsed it claims to actually use it.
6. Hoax
A hoax is a form of media manipulation because it
deceives the public. For example, a product
claims to be an effective cure for cancer because
of the natua enzymes found in the product but in
reality, there is no therapeutic claims for the
product.
7. Physocological Manipulation
Advertising firms use this technique to influence
and affect the public's belief, emotions, motives,
and reasoning. For Example, beauty product
commercials shows that beautiful people have
white radiant skin. This kind of advertisement
changes the way people perceive beauty.
8. Fearmongering
This is also known as scaremongering. This type
of media manipulation uses fear to influence
people's opinion and action. For example, if the
news exaggerated the power of the Abu Sayyaf in
Mindanao, there would be a decline in the
number of tourists visiting Mindanao, due to their
fear of being held hostage.
EVALUATING AND RATING MANIPULATION
INFORMATION
1. Motive or purpose
Although the term manipulation is perceived in a
negative way, it is important to know the motive
why a particular group employed it. For example,
an advertising firm released a moving commercial
for a candidate. If the motive behind the
commercial is to convince the public to vote for
the candidate even if he does not have the
integrity to run for position.
2. Degree of influence or impact
Advertising or PR firms engage in manipulation
because they want to have a bigger influence over
the public. Sometimes, even if the intention is
well-meaning, it still could have a negative
impact.
ADVANTAGES OF MANIPULATIVE
INFORMATION
• It boost the image of a person or product.
• It filters the information to be disseminated to
the public.
• It provides a sense of control and order when it
comes to the kind of information to be shared.
LIMITATIONS OF MANIPULATIVE
INFORMATION
• It can be biased and subjective to protect a
person's image.
• It distorts the facts and covers up sensitive
issues.
• It hides the truth that the public has to know.