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Why Big Media is Doomed


Last night, I actually made the mistake of thinking the Village MSM was getting better.  What fooled me was that they are asking tougher questions of Obama than they ever asked Junior. Turns out, I missed the point badly.  Reading the transcript, I saw what I'd missed listening with half an ear, while I worked on something else.  The "tougher" questions are just them showing how fully a part of the now-extinct age of Republican policy dominance they became.  The Villagers are just naturally going to be more hostile with a Democrat because he's doing things wrong by their lights.  The content itself is still just as banal as ever it was under Bush. 

Now, having read the transcript, I'm wondering if it will ever occur to any of the major news outlets that "the weakening power of the big news orgs" is directly attributable to the ever-increasing banality of their content.  They really remind me of restaurants that lose business by cutting quality and then react to the reduced traffic by cutting quality some more, reducing portions and raising prices. 

Zogby's pathetic outliers not withstanding, Obama is popular, even with people who voted against him, because he talks to people like they're adults.  You just get a sense that he has "integrity" in the literal sense, i.e. that his public and private faces are integral, basically the same.  This just baffles and infuriates the Villagers.  It frustrates them to no end because the one thing thought they really shared with the politicians is having utterly separate and distinct public and private personas that routinely say, and indicate they think, utterly different things. 

Here they are performing the ritual correctly, in the time-honored (i.e. twenty year old) fashion.  They put on their false faces, appear at the appointed time and place and then dutifully ask President's false face the expected questions necessary to elicit the expected false face answers.  And, instead, he goes and blurts our the "real" answers right there in front of everyone, the answers that they think they only their private faces should get from the politician's private face, off the record, on deep background, and preferably while sipping free drinks and eating free hors d'ouvres as some socialite's townhouse. It simply isn't how things are done.  It's not cricket.  It is absolutely infuriating.   Where are the Broder-soothing platitudes?  And where are the leaks?  Why is the flow of authorized leaks telling us what we're really supposed to be telling the peons is "really" going on so constricted?  And why won't he come to our club for an evening of off-the-record schmoozing and entertain us with insidery jokes? 

It must be a trick, and we don't like it. 

And, you know, maybe it really is a trick.  Maybe Obama has brilliantly fashioned a fiendishly clever false face for the public that perfectly reflects the audience's beliefs about what his private face must be like and, in fact, he's totally different in private.  And maybe he's succeeded in hiding that real private face from the press, or at least in charming the press into hding it from themselves, such that they never give us any hint that there are differences between public and private persona.  After all, it can be done.  John McCain did it for years.  Indeed, at some level I suspect that it really is true because I don't know how anyone could truly "be themselves" with the Villagers. 

Regardless, however, the effect of what he does at these things is to crystalize the public's growing disdain for the ever-growing banality of the "content" spewed out by Big Media.  It causes people watching these things to roll their eyes and .say "Jesus, what a bunch of assclowns!  Why won't you just ask an intelligent question about something that matters to me instead of either trying to force him to reduce complex issues to a facile anecdote or simplistic platitude or, worse, playing your silly Beltway Tim Russert 'gotcha' game?  He is talking to me like an adult.  Why can't you guys do that too?"

I have no data other than anecdotes, but I really think that that's a widespread, growing, view.  I think people started feeling that way about the MSM's treatement of Dubya and that the mirror Obama holds up to their ass-clownery has only accelerated the trend and, so, demand for the product drops. 

And, because the people running things are no longer even capable of distinguishing between entertainment and journalism, Big Media continues to draw the wrong conclusions and go in the exact opposite direction necessary to draw the customers back.  First, they replaced the head chefs who started the restaurants with MBAs who replaced meat and vegatables with empty carbs and processed meat treats, and when people got bored with that, they added lots of sugar.  Now that people are finally getting sick of sugar and empty calories, their response is to cut costs by replacing the sugar with high fructose corn sweetner. 

Obama is showing them a potential path back from the brink of financial ruin.  Act like adults and treat the audience like adults.  Acknowledge and embrace complexity.  Give it a try, MSM.  It may require replacing the asshats with real journalists, if you can find some, somewhere, but people may be ready for it, for a while at least, for a while.  And, hell, what do you have to lose? 


14 Comments

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I think you're onto something. If I may take it further, I'll throw in a little anecdotal evidence of my own (if we keep this up, we may even have a statistically significant sample size some time next year).

One thing that I see a lot of my friends and family doing when they watch an interview (of Obama or any other politician) is they will often ask, "What kind of answer does he/she expect to that?" or "What's his/her angle? What is he/she getting at?"

In other words, the audience for mass media is already primed to "de-spin" the information they're getting in an effort to figure out what the truth is. At some point, people are going to figure out that they'd much rather just be told the truth instead of having to decode everything. But first they have to realize just how deep into the spin game they've gotten before they can dig their way out. And I think that's beginning to happen now with people realizing there were no WMDs in Iraq, the "bitter people cling to guns and religion" comment didn't come anywhere near hurting Obama's election chances, and Sarah Palin is not an "intellectual lightweight" (the correct word is "moron" or "idiot").

People will tolerate a small amount of BS. This kind of hypernews that's totally divorced from their everyday reality will not survive for long, however. The question is whether people go to alternative, more useful sources of information or just retreat from the media altogether and rely on "I heard from my friend" for all their information.

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Yes, it sounds as though your friends and family are thinking critically. Question not only the logic of what one hears but the possible motivations of the source. The more Americans who do that the healthier our democracy will become.

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One thing that I see a lot of my friends and family doing when they watch an interview (of Obama or any other politician) is they will often ask, "What kind of answer does he/she expect to that?" or "What's his/her angle? What is he/she getting at?"

I also find myself wondering if they LISTEN to the answers.

One of the most interesting things I get from MSM, they project. They KNOW, they have a hidden agenda so they treat the President like he has one as well.

Great post!

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They are flailing, like a fish on the beach. I can't say I'm sad to see them gasping for breath, but hell, I am. The ongoing insulting presentation and analysis by the MSM was bound to kill it--it just took a master strategist to deal the final blow (Obama and team). As far as I'm concerned, all the networks and most of the major city newspapers could go under and no one would miss them. I still think there is a place for the daily fishwrap--local sales on produce and shoes, high school sports, honor roll mentions, and county business--none of which requires immediacy but people might want to clip and put on their frig. Good post.

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Steve, just a fine job here. You know I could pick so many lines here. Talking to Americans like they are adults. But I hereby award you the Knightly Line of the Day Award for this TPMC site given to all of you from all of me. For this line:

Now, having read the transcript, I'm wondering if it will ever occur to any of the major news outlets that "the weakening power of the big news orgs" is directly attributable to the ever-increasing banality of their content.

I mean, geez. How could I ever top that?

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I also think that by the end of Obama's second term, this whole "talk to people like adults" deal will be the big in thing pushed by the second tier Beltway political consultants. It'll be the new "act like a big phony and don't say anything of consequence because you'll just make someone, somewhere mad." They'll be videotaping the candidates and doing mock interviews, running through bullet pointed check lists on how to dress and talk and act to make people think you're talking to them like adults. There will be an abundance of focus group research showing stuff like people think the word "choices" projects "I'm talking to you like you're an adult," while the word "blue ribbon commission" makes people think you're just bullshitting them.

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I know Steve. They have these rooms with people and wires coming out of their heads and showing them videos, and it is not even porno. Although it lacks any socially redeeming material.

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From your mouth to God's ears.

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" "the weakening power of the big news orgs" is directly attributable to the ever-increasing banality of their content. "

Could be.

Maybe they are still recovering from many years of nonsense. Maybe Obama will stimulate them in the right way.

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One major problem for televised MSM compared to the internet is that the audience on political websites appears to be much more informed than the MSM.

For example if a reporter who had written an article challenging climate change appears on a cable news show, the default position is that the article represents a thoughtful analysis. On the web, the article would be quickly taken apart by someone with knowledge of the topic. Links to original articles or scientific position papers would often accompany the critique. Thus by watching MSM, you would be less informed.

The above example applies to many issues.

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Yes, MSM stories too often are too much about just providing a soap box for a partisan opinion. That of course is not journalism, it's pandering.

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Perhaps the ignoramuses who currently comprise much of the national press corp just aren't capable of thoughtful discussion or thought? And then there's the layer above them -- their editors or producers, who are likely to be even bigger ignoramuses.

These ignoramuses can't think in sentences or paragraphs, just blurbs and catch-phrases: "socialized medicine" "shock and awe" "inside the beltway"

It's really a grade school level mentality that brings us chesnuts like the Politico talking about the "irony" that climate change protestors were out in the snow. These are simpletons, pure and simple. At some point, they just need to be replaced.


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observer 2

I agree, when you need work done on your house, you differentiate between plumbers, carpenters, and electricians.

In media you can go from senior political reporter to food critic, as NYT's Frank Bruni has done. Reporters can't be experts on medicine, economics, foreign policy, etc. They can give you sports analyst type details on the "inside the Beltway" feel for a given problem.

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As their ad revenues continue to shrink, we may well find ourselves talking about "big media" in the past tense soon.

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