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for a corporation? Same thing.
A corporation can do what it wants with, and on, its property. A mega-corporation can do even more and the influence and control are equal to its financial might. The conglomerates abound, their will be done. The perception that it is "our" media is crucial to that. Corporate media is "theirs" and they are legion and they will do as they choose and what best serves their own self-interest -- just don't think that's the case and keep watching. It works far too well to fool with.
The old idea of "public" airwaves is now nostalgia. The assumption of legitimacy is the drug that keeps the facade spewing forth its 24/7, scripted, methodical platform of manipulation and misinformation. Be it by focusing on some subjects, or excluding and/or downplaying others, MSM news is only one part of the non-stop entertainment that distracts and diffuses the viewers.
Don't expect much in the way of honest, important coverage, free of propaganda, spin and policy-laden opinions -- well, just enough bits and pieces here and there to maintain the illusion of substance and objective reporting.
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