Cronkite Fears Media Mergers Threaten Democracy
I was just on the phone with Ken about this today. Turns out Walter Cronkite's views are the same as mine. The fact that Cronkite is concerned about media concentration and their ever-increasing shallowness should be of note to anyone familiar with his record of covering news in the US for 50 years. I don't think anyone would question his passionate belief that a well-informed public is a necessary component of democracy. It's not enough to simply have free press and free speech if the control over the major channels of broadcast information are tightly controlled by a small number of individuals.
One might argue that whoever controls the presses has had disproportionate control of people's thoughts, attitudes, beliefs, politics and behavior.
That has always been true.
But I think the real substance of Cronkite's critique is that today's management and ownership of news programs place a greater value on providing headlines-driven coverage of events devoid of depth and analysis.
This superficial approach to news has the significant consequence of leading Americans to simply "watch" the news rather than thinking about it, reacting to it, and analyzing it. Paul Krugman, economist and columnist with the New York Times, put it very well when saying that today, major networks present "even-handed" coverage of issues, which means that if someone says the earth isn't flat, they'll show a 10 second spot of that person's reasons why the earth isn't flat, followed by another 10 second spot of someone who says the earth is flat. The segment will conclude with a wrap by the anchor saying "Well, it seems that this issue is still very much alive with some very interesting points raised on either side." Today's major news networks simply will not say that one side has more merit than the other.
Indeed, presentation of complex news and news analysis is dead, if it ever really existed.
This has something to do with the fact that too much openness to criticism of bias on one side or the other if you cross opinion with facts. True, the right wing has been extraordinarily effective in mobilizing criticism against what it sees as the bleeding-heart-liberal-dominated media and publishers.
But the rapid rise of Fox shows that there is a huge demand for more shallow, conservative, patriotic-slanted, and all-around more entertaining news and commentary. Factual accuracy, range of opinions represented, and depth of analysis are simply less important in garnering viewers and, therefore, ultimately less profitable to invest in; since news is a big business, responsible managers will work to maximize shareholder value like good capitalist businesses should, right?
The demand shown for such programming has resulted in loss of viewers and advertisers from news stalwarts like NBC/MSNBC, CNN, ABC and CBS. But the people who run those businesses aren't dumb -- they can see that their average audience member isn't really interested, at the end of the day, in news. After all, they could be watching any of 150 channels with far more entertaining programming. The Iron Chef. MTV. Discovery. The Wedding Channel. They could be playing video games. Or sufing the Internet. The range of things they could be doing other than watching news is enormous.
These alternate stations are subsititutes. What people are demanding from the news today is the same thing they're demanding from these other stations: Entertainment. It's just another channel on the TV. The purpose of the TV is entertainment. Therefore, news is just another form of entertainment. This isn't just fancy syllogism at work. Shocking headlines often lead news stories. Why? It's not necessarily that the story is that important to the viewers, or that the scope and scale of the impact is significant in the broader scheme of things. Most often, it's because it's attention grabbing. That's why, if it bleeds, it leads.
The fundamental problem that I think Cronkite understands but doesn't articulate here is really the same problem you see in many cases where capitalism breaks down. Basically, there's a positive externality here that's not being capture by the market. Democracy demands fair, balanced presentation of the news along with analysis, background and historical context to understand why events are significant, how they evolved, and what the future will bring. It is similar to public education. We believe that education has some universal, intrinsic value that is worthy of being both accessible and, indeed, mandatory for all. However, individual media outlets do not have incentive to serve this public good -- only their individual bottom lines. To compete with the range of entertainment alternatives in the media today, and to win a tiny share of the ever-increasingly short attention span of Americans, media stations have taken economically rational steps: They produce shallow (uncritical), even-handed (uncritical) entertainment package that only vaguely aspires to fulfill the functions I associate with journalism (broad and insightful coverage of news and events that are not merely interesting, but significant and important).