How the Media Manipulates the Truth – Frontline and Mcdonalds Angus Beef Burger –

???Whoever holds the power, holds the truth???Truth in the media acts as a tangible concept, where intentional manipulation and deceptive journalism occurs to embellish details in order to present to the audience a proclaimed truth. The relentless pursuit for ratings modifies ethical behaviour as the media distorts and constructs truth to suit an appealing agenda. The lack of moral concerns, desire for image over substance and subversive journalism contributes to the corruption of truth evident in Rob Sitch??™s satirical current affairs series, Frontline in episodes ???…Add sex and stir??? and ???The Siege??? and Andrew Denton??™s TV series The Gruen Transfer in the episode segment Ad Crunch: ???Angus Beef Burgers??? ???The Siege???, an episode of the satirical spin-off Frontline, shows how the media constructs and distorts the truth in order to gain ratings for revenue. Frontline uses a H-8 camera and cinema verite style to create verisimilitude. The use of reconstruction and editing conveys a degree of manipulation, as seen when Brian approves the deliberate use of a mature aged psychology university student to appear as a professional psychologist, as he looks ???mature aged ??¦he??™s got a beard???. Brian adds to the falsity of the scene by suggesting the student be arranged in front of a bookcase, where the symbolic messages of knowledge and wisdom hence entices an audience into believing the credibility, professionalism and authenticity of the story. By purposely using reconstruction, Frontline is able to aesthetically tamper with what is regarded as ineffective; evident in Marty??™s intentional use of posture and body language in ???crouching down??? in front of a police car to emphasise the danger and unlawful activity surrounding his report site. This manipulation is further sensationalised by crossing back to Mike Moor??™s provocative comments of equating the siege to a ???Rambo situation???. The Hollywood allusion over-dramatises the situation while the repeated use of the word ???gun??? reinforces the notion of danger as Forbes is suggested to be a ???former war veteran???, hence hyperbolically selling the truth for popular broadcasting and rating advantages.The Gruen Transfer, a television show specialising in critiquing advertisements uses a panel of media industry experts to look at the techniques agencies employ to manipulate reality and gain economic success. McDonalds utilises the catchphrase ???it??™s a little bit fancy??? to entice consumers into believing the premium quality present, thus encouraging consumers to indulge. The non-diegetic soundtrack of a symphony of violins playing orchestral music denotes the sense of sophistication felt in buying an Angus Beef Burger. The burger itself is assembled throughout the ad, where the use of slow motion potently enhances the intricacy and delicate process of this product as well as the audience??™s gustatory senses. The belief of quality determined by price is supported through the use of emotive words such as ???fancy??? and ???snazzy??? as these ostentatious adjectives imply that McDonald??™s Angus burger is ???accessible premium??? where the price for quality is affordable, thus highlighting the companies advertising strategies for profit. The economic word ???premium??? implies quality value, and this effectively appeals the targeted demographic who still expect a ???6 dollar meal???. Truth is manipulated by marketing, as the ???angus beef??™ burger has pre-existed, however by stating that it is ???a little bit fancy???, McDonalds is able to popularize a product that was previously unrecognised. The advertisement shows how the media enhances the truth to gain monetary advantage as seen in the Wil Anderson??™s reflection that ???the cash registers are still ringing to the tune of an extra 2 million dollars a week???.The unscrupulous methods used by media is likewise revealed in the Frontline episode, ???..Add sex and stir???. Frontline is a highly constructed text as use of satire and false pathos is exercised freely in Brookes story on sportswomen. The controversial nature of a ???leso??™s story??? is exaggerated to adapt to Brians sentiment that ???sport rates, sex rates, put the two together and you??™ve got dynamite!???. Through altering visual and sound devices to accrue higher ratings, Brookes journalism can be perceived as unethical as she requests to ???just [change] the question slightly??? in which she ultimately changes a ???boring??™ story on women in sports to one of exaggerated gender discrimination. Brooke??™s ???noddies??? are filmed after interviewing; denoting the constructed reactions and disinterest the industry really has. Further embellishment of details is sensationalised in the fictionalised dramatisation of the shower room scene. Through the tongue-in-cheek re-enactment, Frontline uses close up shots of near naked women in steamy showers acting provocatively. This, coupled with sinister orchestral music suggests a highly sexualised angle and hence a distortion of the truth. This allows for audience interest and engagement, thus boosting ratings. Brooke??™s integrity is ironically distorted when she uses chequebook journalism to ???bury her??? post-interview by sending Alison off to Queensland. This obsession with ratings and Brooke??™s need for success reinforces the falsity of on-screen media. Furthermore, through Brian??™s statement ???It??™s just a story, what??™s??™ at stake??? the oblivious attitude is conveyed to show medias unawareness of the repercussions that may occur due to their thoughtless behaviour. The truth becomes a commodity whereby media falsity uses the audience as its competitive market for capitalist gain.
Ultimately through selectively misrepresenting the truth, Frontline??™s satirical approach overexposes the length of distortion to deceptively compel ratings, as similarly seen in McDonald??™s Angus Beef Burger ad.

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