A Test for the Media

[Joanne98]

A test for the media

On MSNBC on Thursday, Time's Jay Carney offered an assessment of the McCain campaign's most recent assault on the media: "Clearly, the campaign has decided that one way to win is to attack the media. Now, that could work. It does not have a great history of working. 'Annoy the Media: Re-Elect George Bush,' 1992 -- Bush got, I think, 39 percent of the vote or 37 percent of the vote."

Carney didn't explicitly say it, but he seems to be under the impression that the point of the McCain campaign's attacks on the media is to win support from voters who dislike the media. And he seems to think the Republicans only occasionally wage a war on his profession.

In fact, it is a constant war, the point of which is not to merely win a few votes from people who dislike the media. The point is to make voters distrust the media, to make them believe the media are out to get conservatives and thus cause them to discount news reports that are unfavorable to conservatives, and to cow the media themselves into running fewer such reports. (It serves another purpose, too: It helps a nominee whose heiress wife shows up at the convention in an outfit estimated to cost $300,000 pretend to be a man of the people raging against the "elites." But that's a story better told elsewhere.)

And it does indeed have a great history of working. No, it has a spectacularly successful history of working -- of helping conservatives win both short-term and long-term victories. Don't take my word for it: Longtime Washington Post reporter Tom Edsall, now of The Huffington Post, has explained:

The conservative movement has been very effective attacking the media (broadcast and print) for its liberal biases. The refusal of the media to disclose and discuss the ideological leanings of reporters and editors, and the broader claim of objectivity, has made the press overly anxious, and inclined to lean over backwards not to offend critics from the right. In many respects, the campaign against the media has been more than a victory: it has turned the press into an unwilling, and often unknowing, ally of the right.

Take one example of right-wing media bashing contributing to short-term electoral success: Under fire from the White House and conservative activists, CBS News spiked a report questioning the Bush administration's case for the Iraq war that was supposed to air shortly before the 2004 election.

During that year's presidential debates, Bush told Americans, "I'm not so sure it's credible to quote leading news organizations" -- a direct assault on the media from the president of the United States in the biggest forum he had. But that was only a small drop in the steady stream of media criticism that came from Bush and his allies during the 2004 election.

If Jay Carney is going to point to election results to assess the success of the GOP's assault on the media, he can't simply cherry-pick the elections the Republicans lost; they've been doing this every election cycle for 40 years.

But the conservatives' attacks on the media aren't simply about the next election. They recognize that each such criticism makes voters and the media more likely to believe the next -- so even if the 2004 attacks hadn't worked, they still would have been successful.

And there would be nothing wrong with any of that -- if the Republicans' complaints had significant merit. But they frequently do not -- and they often don't even pretend that they do.

A few weeks ago, for example, there was a frenzy of conservative whining that Barack Obama had gotten more media coverage than John McCain. Now, the amount of coverage each candidate has gotten, by itself, tells us virtually nothing. What was the content of the coverage? Was it positive? Negative? True? False? Fair? Balanced? The conservative complainers made no attempt to assess this -- they just yelled that Obama was getting more coverage. Well, O.J. Simpson got considerably more coverage than Mother Teresa in 1994 -- anyone want to argue he got more favorable coverage? Anyone want to argue that, by covering Simpson too much, the media were demonstrating that they were in the tank for him?

Still, despite glaring flaws with the Republicans' criticism, the media took them seriously, and many journalists adopted the complaints as their own.

The past week provides a useful case study of how the Republicans' assault on the media works.

Continued>>>
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