The Use of Presupposition in Mass Media: As a Tool of Manipulation

Mass media plays a significant role in shaping public opinion, influencing social attitudes, and constructing political and cultural realities. While media discourse is generally perceived as an objective means of conveying information, it often incorporates subtle linguistic strategies that guide audience interpretation. Among these strategies, presupposition has emerged as one of the most effective pragmatic devices for embedding assumptions into discourse without explicitly stating them. Presuppositions enable journalists, advertisers, and political actors to present particular viewpoints as accepted facts, thereby reducing the likelihood of critical evaluation by audiences. This article provides a general overview of presupposition as a pragmatic phenomenon and examines its role as a tool of manipulation in mass media discourse. Drawing upon theories proposed by Levinson (1983), Yule (1996), Stalnaker (1974), and Van Dijk (2006), the paper discusses the concept of presupposition, its major types and triggers, and its communicative functions within news reporting, political communication, and advertising. Furthermore, the article explores how presupposition contributes to ideological framing, persuasion, and the construction of social reality through implicit meanings. The study concludes that presupposition is not merely a linguistic phenomenon but also an influential discourse strategy that enables media institutions to shape public cognition while maintaining an appearance of neutrality. Understanding the manipulative potential of presupposition contributes to greater media literacy and encourages critical interpretation of contemporary media texts.