Home  Editorials The media’s awesome influence
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The media’s awesome influence |
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Sunday, 04 May 2008 |
It wasn’t too long ago US mainstream electronic media was three major television networks, NBC, CBS and ABC and later, Fox News. Then, the public depended heavily on newspapers and radio stations to get details of major news events. There weren’t the continuous, repetitive, never ending televised newscasts that exist today.
Repetitive newscasts started with the advent of major cable television stations like CNN, followed by MSNBC and Fox Cable News. The explosion of cable news channels that broadcast round-the-clock news, and views on the news, has changed the media, particularly television, from the primary role of informing to influencing. Nowhere is this more evident than in the current presidential election campaign.
When the media was limited to a few television and radio stations, voters were largely influenced by political ads through the media, and media interviews by influential broadcasters. It was the responsibility of the politician to influence his constituency. Not so today.
Today, the media, including traditional and non-traditional have been transformed into a major source of influence that can easily make or break a political candidate, given the media an awesome power in determining who our political leaders are.
Broadcasters and producers have become proficient in the broadcast art of “sound-bites” which if effectively used can cast a negative or positive impression of the speaker. A great example of this was the sermons preached by Reverend Jeremiah Wright, of the Trinity United Church in Chicago. For weeks, several times a day both cable and television networks repeatedly played sound-bites from one of Wright’s sermons giving the impression that he was unpatriotic to the U.S., without giving viewers a chance to hear the whole sermon and make up their own minds. This has become the norm.
But, the electronic media is also adept at swaying public opinion by imposing the opinion of its growing host of commentators on its audience. It has become almost shameless, the brazen and biased manner in which some commentators and talk show hosts attempt to sway their respective audiences; even unabashedly dismissing those who oppose their personal views. At times there is the distinct impression that some of them are paid representative of politicians and political interest groups.
Smart political candidates can position themselves to get a wealth of media coverage, and, accordingly, save money on advertising if they use the media advantage. In fact, through the media’s influence some political candidates get more coverage and exposure than through the costly TV ads they place.
It appears as if some hosts are oblivious or uncaring that their obvious biases make them seem foolish in their insistence to impose their views, regardless of how negative or damaging they may be to individuals, entities or causes. Oftentimes, commentators push their biased views and dishonest sound-bites without attempting any sensible analysis of their circumstances or background. No wonder the media has been increasingly criticized for being unfair and irresponsible.
The public loses trust in the media to objectively present the news and is frustrated because some media personnel are so powerful and are often defended by the influential corporations, business people, and political organizations that either own or support respective media houses. Moreover, in a society where freedom of speech is inherent to its laws, there is very little that can be done to curb or limit irresponsible journalists or broadcasters, except if they commit libel or, as seen in the recent past, make blatant racial or religious gaffes.
It is a pity that the media is now so caught up in politics, although this is a very exciting and unusual political season. There are several other areas in which the powerful influence of the media can be useful. In the same way that the growing list of commentators on Cable TV seek to perpetually influence voters, the public would be heartened to have commentators influence the authorities to act decisively on rising gas prices, the growing shortage of foods, and all the challenging economic factors that is rapidly turning the American dream to a nightmare.
There is no questioning the fact that the modern media is very powerful, but those of us who participate in it must ensure that when we try to influence public opinion this is done responsibly. There is a marked difference between facts and propaganda and people are getting increasing weary of these blatant media biases.
The media can still exert an awesome influence by responsibly reporting and commenting on the news. It can play a meaningful role as watchdogs of the society ensuring that truths, rights and justice be present not only in politics, but in matters of economics and other aspects of the society. However, this powerful, influential media badly needs the caliber of journalists and broadcasters who function with integrity, not intent only on making money, but presenting facts fairly.
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