Media Influence in American Media Influence in American Politics?Politics?

Myth or Reality?Myth or Reality?

November 29November 29thth, 2005, 2005

OutfoxedOutfoxed -- Assumptions -- Assumptions

• journalism can/should be impartialjournalism can/should be impartial• Fox’s product branding motto “Fair and Fox’s product branding motto “Fair and

Balanced” is the proper standard against which Balanced” is the proper standard against which to judge Fox news coverageto judge Fox news coverage

• focus on Fox as a propaganda machine focus on Fox as a propaganda machine vs. primarily a commercial venturevs. primarily a commercial venture

• consumption of Fox news significantly consumption of Fox news significantly contributes to shaping political views of contributes to shaping political views of viewing publicviewing public

Is the Media/a Media Outlet Is the Media/a Media Outlet Biased?Biased?• the conundrums of biasthe conundrums of bias

– impartiality vs. objectivityimpartiality vs. objectivity• impartiality (def: showing lack of favouritism – impartiality (def: showing lack of favouritism –

e.g. portraying diverse perceptions of the truth)e.g. portraying diverse perceptions of the truth)• objectivity (def: based on observable phenomena objectivity (def: based on observable phenomena

– e.g. striving for “the truth”)– e.g. striving for “the truth”)

– the problem with impartiality as a criteria for the problem with impartiality as a criteria for news coveragenews coverage

» what views to include?what views to include?

» balance of viewpoints may be biasedbalance of viewpoints may be biased

» mainstream viewpoint may be biasedmainstream viewpoint may be biased

Is the Media/a Media Outlet Is the Media/a Media Outlet Biased?Biased?• the conundrums of biasthe conundrums of bias

– impartiality vs. objectivityimpartiality vs. objectivity

– the problem with objectivity as a criteria for the problem with objectivity as a criteria for news coveragenews coverage

– based on contestable assumption that facts can be based on contestable assumption that facts can be cleanly separated from one’s subjective viewpointcleanly separated from one’s subjective viewpoint

– based on assumption that meaningful facts exist in a based on assumption that meaningful facts exist in a complex world and that news coverage could be free complex world and that news coverage could be free of interpretation – “Just the facts, ma’am...”of interpretation – “Just the facts, ma’am...”

– cedes significant power to journalists/news media in cedes significant power to journalists/news media in determining the truthdetermining the truth

OutfoxedOutfoxed -- Assumptions -- Assumptions

• journalism can/should be impartialjournalism can/should be impartial• Fox’s product branding motto “Fair and Balanced” is the Fox’s product branding motto “Fair and Balanced” is the

proper standard against which to judge Fox news coverageproper standard against which to judge Fox news coverage

– counter-argument – all media coverage is biasedcounter-argument – all media coverage is biased– bias may be more or less consistent with mainstream of public bias may be more or less consistent with mainstream of public

opinionopinion

– bias may be more or less overtbias may be more or less overt

• those who charge Fox with being biased (don’t agree with those who charge Fox with being biased (don’t agree with its political slant or argue that it does not mirror mainstream its political slant or argue that it does not mirror mainstream political views) are using the same criteria for judging bias political views) are using the same criteria for judging bias as the Fox News claim that it is “fair and balanced”as the Fox News claim that it is “fair and balanced”

Fair and Balanced?Fair and Balanced?

• Fox News is poorly geared towards Fox News is poorly geared towards propagandizationpropagandization

• bias is overtbias is overt– people recognize that Fox represents a particular point people recognize that Fox represents a particular point

of viewof view– journalists double as editorialistsjournalists double as editorialists

» seen in Outfoxed as problematicseen in Outfoxed as problematic» less problematic than alernatives (no self-identified editorial less problematic than alernatives (no self-identified editorial

commentary)commentary)

• unsophisticated manipulation of newsunsophisticated manipulation of news– emphasis on political conflict vs. ignoring political emphasis on political conflict vs. ignoring political

conflictconflict

Mechanisms of Media BiasMechanisms of Media Bias

• distorted view of public eventsdistorted view of public events• what is there is biasedwhat is there is biased

• distorted view by leaving issues outdistorted view by leaving issues out• bias lies in what is not therebias lies in what is not there• more sophisticated technique of media more sophisticated technique of media

manipulationmanipulation

OutfoxedOutfoxed -- Assumptions -- Assumptions

• journalism can/should be impartialjournalism can/should be impartial

• focus on Fox as a propaganda machine focus on Fox as a propaganda machine vs. primarily a commercial venturevs. primarily a commercial venture– counter-arguments...counter-arguments...

• FOX is a poor instrument of propagandaFOX is a poor instrument of propaganda• FOX is primarily a commercial ventureFOX is primarily a commercial venture

Fox as a Commercial VentureFox as a Commercial Venture

• product lacking any journalistic valueproduct lacking any journalistic value• lowered costs, higher profitslowered costs, higher profits

• focus on product differentiationfocus on product differentiation• creation of niche marketcreation of niche market• ““fair and balanced” as branding techniquefair and balanced” as branding technique

• infotainmentinfotainment• focus on sensationalism focus on sensationalism

– politics – focus on conflictpolitics – focus on conflict

An Alternative Interpretation...An Alternative Interpretation...• profitability is keyprofitability is key

– importance of audience to profitabilityimportance of audience to profitability• media media isis biased biased

– media must cater to the view of its target audiencemedia must cater to the view of its target audience– it mirrors (rather than shapes public opinion)it mirrors (rather than shapes public opinion)

• media concentrationmedia concentration– perhaps not evidence that media can shape public perhaps not evidence that media can shape public

viewsviews– may be evidence that media may be evidence that media cannotcannot shape public shape public

viewsviews

Regulating the MediaRegulating the Media

• FCC (Federal Communications Commission)FCC (Federal Communications Commission)• existing FCC regulations on media ownershipexisting FCC regulations on media ownership

• ban on cross-ownershipban on cross-ownership• restrictions on total number of stations/percentage of restrictions on total number of stations/percentage of

market market

– rule changes (June 2003)rule changes (June 2003)• revision on cross-ownershiprevision on cross-ownership• revised rules on number of stations (in given market)revised rules on number of stations (in given market)• increased in overall allowable % of market (from 35% increased in overall allowable % of market (from 35%

to 45%)to 45%)

Regulating the MediaRegulating the Media• FCC rule changesFCC rule changes

– proponentsproponents• large newspaper chains and television networks large newspaper chains and television networks

(e.g. Fox)(e.g. Fox)• the White Housethe White House

– opponentsopponents• various organizationsvarious organizations

– NRA, National Organization for Women, Conference of NRA, National Organization for Women, Conference of Catholic Bishops, etc.Catholic Bishops, etc.

– owners of local television stationsowners of local television stations

• resistance in the Houseresistance in the House

OutfoxedOutfoxed – Assumptions & – Assumptions & Counter-ArgumentsCounter-Arguments

• journalism can/should be impartialjournalism can/should be impartial– Fox is less mainstream and more overtly biased than other Fox is less mainstream and more overtly biased than other

media outlets – it is no less or more biasedmedia outlets – it is no less or more biased

• focus on Fox as a propaganda machine vs. primarily a focus on Fox as a propaganda machine vs. primarily a commercial venturecommercial venture– Fox is not a sophisticated propaganda machine Fox is not a sophisticated propaganda machine – revolutionary attribute is in becoming a purely commercial revolutionary attribute is in becoming a purely commercial

venture (stripping serious journalism out of its coverage)venture (stripping serious journalism out of its coverage)

• consumption of Fox news significantly contributes to consumption of Fox news significantly contributes to shaping political views of viewing publicshaping political views of viewing public– Fox mirrors the views of its viewing publicFox mirrors the views of its viewing public

An Alternative Interpretation of An Alternative Interpretation of Media BiasMedia Bias

• content biascontent bias– commercialismcommercialism

• de-emphazising journalism -- emphasis on de-emphazising journalism -- emphasis on sensationalismsensationalism

– politics – emphasis on conflictpolitics – emphasis on conflict

– shared by all mainstream commercial mediashared by all mainstream commercial media» explains difference between FOX and NPR in PIPA explains difference between FOX and NPR in PIPA

knowledge surveysknowledge surveys

• consumerism/commodity fetishismconsumerism/commodity fetishism

An Alternative Interpretation of An Alternative Interpretation of Media BiasMedia Bias• mediummedium bias bias

– the medium is the message (McLuhan)the medium is the message (McLuhan)• televisiontelevision

» creates passivity (not interactive)creates passivity (not interactive)

» atomizingatomizing

– reduces political efficacyreduces political efficacy

– creates perception that creates perception that watchingwatching politics is the same politics is the same as being involved in genuine political activity (and as being involved in genuine political activity (and acts as a substitute)acts as a substitute)

– weakens sense of community and emphasizes weakens sense of community and emphasizes individualismindividualism

Main Points!Main Points!

• OutfoxedOutfoxed is based on a number of assumptions is based on a number of assumptions which are open to challengewhich are open to challenge– Fox may simply mirror an important segment of Fox may simply mirror an important segment of

American public opinionAmerican public opinion• bias of the media may lie not in the content of bias of the media may lie not in the content of

specific outlets (e.g. Fox News) but in the specific outlets (e.g. Fox News) but in the broader commercial structure of the media in broader commercial structure of the media in general general

• bias of the media may lie in the dominant form bias of the media may lie in the dominant form of media consumed (e.g. television)of media consumed (e.g. television)