I am an avid consumer of the news, and I can confidently say that there is not a media outlet in existence that operates without bias. I like to think that this is well known and widely accepted. However, just as it is essential that we recognize bias in the media, it is equally important that we are able to draw distinctions between bias and tactics used by the media in order to intentionally control the opinions, and the votes, of the public.

There are a few basic tactics that serve as the outline for media outlets, most notably Fox News, that are intended to create an almost cult-like following among their viewers. These tactics influence viewers so heavily that they often become completely unwilling to receive information from other sources and are, in some cases, persuaded to vote outside of their best interests.

First and foremost, the media plays to the deepest fears of their viewers. Rather than provide their audience with accurate information about terrorism, unemployment or the effects of progressive civil rights legislation, these news outlets choose to incite public panic by any means necessary.

Next, a scapegoat is chosen. This can be anyone really (aside from middle to upper class white men). The scapegoat could be specific political figure, it could be a looming foreign threat, but more than likely it will be an entire minority group. It doesn’t really matter who the scapegoat is, the media just needs to make sure that their viewers have someone to blame, someone to be fiercely angry with.

As the conservative media incites panic and establishes a scapegoat, you can be sure their journalists will speak with such authority that they almost convince themselves that their words are the undeniable truth. Never mind if they are altering historical facts or citing unreliable studies, these reporters know that if they speak with enough conviction, their viewers will take their word as gospel. These newscasters are loud, they are firm and they are very aware that if they utilize repetition and powerful language, their viewers’ opinions, as well as their emotional responses to the news, will begin to change.

If, at this point you are thinking this doesn't just sound like newscasters, this is starting to sound more and more like the tactics of a certain presumptive nominee, you're not wrong, but that is a topic for a different day.

A free press is absolutely essential to the institution of our democracy. Without it, we cannot expect to be a nation of well-informed citizens, and we lose all hope of government that can be held accountable for its actions. However, because by its nature, the free press is not regulated by the government, it is up to private citizens, the consumers of the news, to demand that these tactics lose their place in the world of journalism.

This responsibility lies in the hands of our generation. Rather than accepting the twisted truths of the loudest voices in the room, it is our civil duty to seek out a legitimate source. Rather than allowing our principles to be shaped by psychological games and hackneyed marketing tactics, we must stand strong in our convictions. Rather than staying complacent with a press that does not represent our best interests, we must demand that our voices be heard.