Ahh… choices… And no, for once I am not discussing the issue of choice in terms of abortion. I am, however, discussing choice in terms of breakfast cereal (Cocoa Puffs is always the beginning of a great day). Are you confused? I am already, so let me explain…
Below you’ll find an info-graphic by the Frugal Dad about the Illusion of Choice in the media. He includes television, news, radio, and movies. The argument is this – the presence of choices in our everyday lives is diminishing. Due to media consolidation and monopolization, we have a 70% chance of watching a TV program from one of six major companies. If we land within that other 30%, we could be watching a program from any one of over 3,700 companies. This is particularly vital in our society where so much of what people know comes directly from various media sources. Children learn about culture and society through movies and TV. Adults get political opinions and develop their own views based on news reporting. How many American citizens go out and do factual independent research (such as voting history, ballot measures, fundraiser and lobbyist data, etc…) about campaigning politicians? I apologize in advance if this is a stretch, but I would say the greater majority of Americans make election decisions based on media campaigns (speeches, negative advertisements, “expert opinions,” etc…).
This brings me back to cereal. Have you ever been down the cereal isle in a grocery store?! The selections! How are you ever going to decide?! Every person in a household wants two unique varieties. You’re an American, you have the freedom of choice, it’s demonstrated right in front of you as you try to decide which cereal to purchase. Would you like something healthy, with fiber perhaps? Or do you need a sweet kick-start to your morning? You might even be one of those daring late-night cereal snackers. But sadly, your choices are not as infinite as they may seem. After all, the only choices you have are the ones presented in front of you. And then really, how many of those options are run by the same company? But my point mainly is, you may be able to sit at home dreaming of your perfect bowl of cereal, run to the store, and find it right there waiting for you. However, the various options your mind may dream up will likely exceed the number of varieties available in the store. One might feel that they have unlimited choices, but it is limited by the choices available.
Back to politics, I am just as guilty as anyone of following the media’s lead. I do not have the time to go do historical research on each candidate, as fun as that sounds. I watch CNN, I read blogs and newspapers online, I chat with my friends. I watch the Colbert Report. And if anyone dares to say that these are unbiased, factual news sources, then I encourage you to please close your browser immediately. I make these decisions knowing that I am hearing biased opinions. Yes, Mitt Romney’s attack ad on Barack Obama is going to sound bad, it is supposed to sound bad. So our choices are limited, we cannot complete every task independently and unbiasedly. Is this Media Consolidation, this Illusion of Choice, really all that bad then? If we are making decisions knowingly? I know that when I turn on Fox News, I am generally going to get the perspective and opinions from the right. By becoming aware of our limited choices, and the effects of these choices, we can think intelligently about what we are hearing and balance out from various biases and our own personal opinions.
If we truly had unlimited choices, how long would it take you to pick out what cereal to have tomorrow morning?

Source: Frugal dad
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