A newspaper can follow the compulsions, the desires of the readers. Take the English evening newspapers - they are following the readers' desires when they are interested only in the royal family gossip. But even the most objective, serious newspaper in the world designs the way in which the reader could or should think. That's unavoidable.
Umberto Eco"You cannot believe what you are saying." "Well, no. Hardly ever. But the philosopher is like the poet. The latter composes ideal letters for an ideal nymph, only to plumb with his words the depths of passion. The philosopher tests the coldness of his gaze, to see how far he can undermine the fortress of bigotry."
Umberto EcoMedia populism means appealing to people directly through media. A politician who can master the media can shape political affairs outside of parliament and even eliminate the mediation of parliament.
Umberto Eco