An issue is truly important only when the media says
it is
|
| |
(
A
few decades ago, Marshall McLuhan observed that "all media exist
to invest our lives with artificial perceptions and arbitrary values." But
for today's model consumer, such comments are apt to be unhelpful.
Distinctions between news, entertainment, advertising and
propaganda have blurred to the vanishing point. Yet mental acuity can only
lead to endless conflicts between the dominant media world and the personal
quest for meaning.
If you want to stop worrying and love the media, a change in
approach might be all that's needed. For starters, here are a few
suggestions for watching television and listening to the radio:
- Cultivate a short memory
Yesterday's earthshaking news is tomorrow's media debris. Accept
that an issue is truly important only when, and if, media outlets are
saying it is.
- Don't resent flagrant manipulation
Sure, the TV commercials you see over and over again can be
irritating, even infuriating. But if you're willing to hold "the
marketplace" in sufficiently high regard, you can learn to denigrate your
own life and genuine perceptions enough to sharply reduce any annoying
cognitive dissonance.
- Get accustomed to brevity in news coverage
The average sound bite is much shorter than the average
commercial. Of course. You won't mind as long as you recognize the wisdom
of the marketplace. A few well-chosen words can shed light on the
intricacies of global warming or tax policies. It takes longer to
adequately convey that the people at McDonald's love to see you smile.
- Be grateful for the news provided by "public broadcasting"
Don't fret about heavy reliance on official sources and policy
analysts from big corporate-funded think tanks. Feel appreciative that
programs from PBS and National Public Radio respect your intelligence with
lengthy coverage.
- Ignore the commercials on noncommercial broadcasts
Remember that they're not really commercials, just "enhanced
underwriter credits." It might bother you that every broadcast of the
"NewsHour With Jim Lehrer" starts with a lush spot for the global
agribusiness titan Archer Daniels Midland, but push any concern out of your
mind. Assume it's only a coincidence that you don't see the most
influential news program on television doing any sustained investigative
reporting about manipulation of the world's food supply by huge corporations.
- If the language of a news report sounds slanted, don't linger
over the implications
When the announcer on a newscast matter-of-factly describes the
Palestinian group Hamas as "extremist" but would never apply the same
adjective to the Israeli government -- even though both are killing
children and other civilians on a regular basis -- the spin is nothing out
of the ordinary. So, just trust the judgment of newsroom professionals.
- Do not wonder too much about what's missing and why
While NPR's daily "Fresh Air" program devotes a lot of time to
interviewing authors, it rarely touches on the transformation of book
publishing and book selling into an overwhelmingly corporatized industry --
with profound cultural and political effects. Be glad that the show gets
big underwriting bucks from mammoth book firms to polish their images and
plug specific titles. Perish the thought that the cash flow might tacitly
function as hush money.
- Take a media outlet's word for it
If you're watching Fox News and hear the refrain that its coverage
is "fair and balanced as always," assume that's a plausible contention
rather than an outlandish lie.
- Don't let media conflicts of interest disrupt your credulity
Last year, political commercials on television added up to revenue
of $1 billion. When TV news shows cover campaign finance reform, don't
recall that the owners of stations and networks make a bundle from the way
things are.
- Forget that the nation's broadcast frequencies have been
expropriated by companies supplying little but garbage
"We the public give the broadcasters exclusive use of airwaves
that would fetch hundreds of billions of dollars if they were auctioned at
market rates," says Paul Taylor, director of the Alliance for Better
Campaigns. "We license them to broadcasters for free. All we ask in return
is that they serve the public interest. But come election time, they turn
around and profiteer on the campaign, fueling a political money chase that
helps drive candidates into the arms of special interests."
Above all, don't keep in mind that corporate media giants are
special interests. And remember to have a good time as a satisfied media
consumer.
© Creators Syndicate
Comments? Send a letter to the editor.Albion Monitor
August 13, 2001 (http://www.monitor.net/monitor)All Rights Reserved. Contact rights@monitor.net for permission to use in any format. |