Media General Principles

General McChrystal’s words may come flying back in his face and that tells us something about the power of the media. In sociology we like to talk about the power of the media - but usually its in terms of media effects. Far more interesting perhaps is the way in which the media can or cannot be a source of power to governors and the governed

A government can use the media to try and put its own view across or to set an agenda. It may or may not succeed in trying to do that. Equally, an influential individual or sectional interest, or indeed an institution, can try to do the same thing. This is what McChrystal has attempted to do perhaps. Or maybe he was just venting his frustration with his political masters. But the likelihood of the General having to face some consequences for his actions shows that trying to gain power through use of the media is a tricky game. Institutions and individuals, even governments, need other power resources to be on their side too if their strategies are to be successful. In this case for example, McChrystal could benefit from some highly placed political allies. Or he might calculate that the military situation would work in his favour since he would be seen as the only person capable of success. Or in the case of a government trying to pursue a particular agenda, the support of public opinion might be important.

So the powerful need to exercise power carefully when it comes to setting out views to the public. Remember, the public is not just one mass - it’s many groups with varying amounts of power. Think carefully before you speak.