Why is the media demonized in media?

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Because they control the information. Which can lead to abuse in due time, as well as manipulation. And I'm not even touching the subject of the "convergence" of the medias (I.E: When one company has multiple media outlets, such as a TV channel, a newspaper, etc.).

(For reference regarding that last bit, there has (or has been?) a little media war here in Quebec between the Quebecor media empire of PKP aka Pierre-Karl Péladeau (who in my humble opinion, is an as*hole) and the government television channel of Radio-Canada)*

only the liberal media is demonized. Until there is a right wing monopoly which already exists on am radio the media will always be demonized.

I think the title should signify that about western media.

Is this true about emerging media outlets like al Jazeera and Russia Today?

They are becoming the more reliable media outlets. Hillary Clinton agrees.

So they can look more approachable and self-aware.

It's perhaps the tactic that I often used at school, make fun of myself first so no-one else can do it. If the media makes fun of the media then it takes away the power of other people making fun of the media.

Need to be careful with that though because some people will see the 'self-deprecation' as an indicator of low self-esteem so will think that they can get away with being horrid to you.

Yes, that definitely happened. It works for the media, but not for me.

[youtube]http://www.youtube.com/watch?v=FvjmCTygW5I[/youtube]