The Propaganda Multiplier

It is one of the most important aspects of our media system, and yet hardly known to the public: most of the international news coverage in Western media is provided by only three global news agencies based in New York, London and Paris.

  • Swiss Propaganda Research

The key role played by these agencies means Western media often report on the same topics, even using the same wording. In addition, governments, military and intelligence services use these global news agencies as multipliers to spread their messages around the world.

A study of the Syria war coverage by nine leading European newspapers clearly illustrates these issues: 78% of all articles were based in whole or in part on agency reports, yet 0% on investigative research. Moreover, 82% of all opinion pieces and interviews were in favor of a US and NATO intervention, while propaganda was attributed exclusively to the opposite side.


The Propaganda Multiplier:

How Global News Agencies and
Western Media Report on Geopolitics

A Study by Swiss Propaganda Research

Translated by Terje Maloy

“Therefore, you always have to ask yourself: Why do I get this
specific information, in this specific form, at this specific moment?
Ultimately, these are always questions about power.” (*)

Dr. Konrad Hummler, Swiss banking and media executive Contents

Part 1: The Propaganda Multiplier

Part 2: Case Study on Syria War Coverage

Notes and Literature

Introduction: “Something strange”

“How does the newspaper know what it knows?” The answer to this question is likely to surprise some newspaper readers: “The main source of information is stories from news agencies. The almost anonymously operating news agencies are in a way the key to world events. So what are the names of these agencies, how do they work and who finances them? To judge how well one is informed about events in East and West, one should know the answers to these questions.” (Höhne 1977, p. 11)

A Swiss media researcher points out: “The news agencies are the most important suppliers of material to mass media. No daily media outlet can manage without them. () So the news agencies influence our image of the world; above all, we get to know what they have selected.” (Blum 1995, p. 9)

In view of their essential importance, it is all the more astonishing that these agencies are hardly known to the public: “A large part of society is unaware that news agencies exist at all … In fact, they play an enormously important role in the media market. But despite this great importance, little attention has been paid to them in the past.” (Schulten-Jaspers 2013, p. 13)

Even the head of a news agency noted: “There is something strange about news agencies. They are little known to the public. Unlike a newspaper, their activity is not so much in the spotlight, yet they can always be found at the source of the story.” (Segbers 2007, p. 9) …


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