"It is the emergence of mass media which makes possible the use of propaganda techniques on a societal scale"

Jacques Ellul's quote, "It is the emergence of mass media that makes possible making use of propaganda techniques on a societal scale", underscores the profound influence of mass media on society, especially in the expansion and broad dissemination of propaganda. Ellul, a French thinker and sociologist, analyzed how technological advancements and mass media modify societal structures and specific perceptions.

The idea that mass media allows propaganda on a societal scale is rooted in the media's ability to reach huge audiences rapidly and efficiently. Prior to the advent of mass media, communication was restricted to interpersonal interactions or the slow processes of composed correspondence. However, with the rise of newspapers, radio, television, and ultimately the internet, information could be distributed to millions almost immediately. This shift created brand-new opportunities and means for those in power to shape popular opinion and manipulate societal norms.

Ellul suggests that mass media doesn't just distribute content-- it forms material in manner ins which can promote particular ideologies or agendas. Propaganda relies heavily on repetition and the ability to monopolize the story, both of which are facilitated by the pervasiveness of mass media. This media saturation produces an environment where comparing objective information and propaganda becomes increasingly tough, particularly in a society that is often swamped with content.

Additionally, Ellul may be hinting at how the audience's perception is formed. Mass media keeps public focus focused on particular topics, shaping what is perceived as crucial. By controlling these narratives, media can manage social discourse, steering the populace towards particular beliefs or actions.

Furthermore, Ellul's statement suggests a cautionary note on the ethical duties of media channels. In their role as gatekeepers of details, media outlets have the power to notify or mislead, to promote social excellent or reinforce manipulative methods. Given their massive reach, these platforms are potent tools for both education and indoctrination. Those consuming this info, for that reason, should be vigilant and critical to prevent ending up being passive receivers in the media-propaganda cycle that Ellul alerts about.