Commentators on televangelist Pat Robertson’s Christian Broadcasting Network (CBN) insist that we should get government out of our lives, yet they seem determined to get government into our bedrooms. They want government to outlaw cohabitation, birth control, adultery, and gay marriage. Many support retention of sodomy laws that dictate what sexual positions consenting married couples may take in bed. CBN commentators want government to outlaw safe and legal abortions because they believe a fertilized ovum takes precedent over the woman (or adolescent girl) carrying it. I heard one panel of CBN commentators, all women, tell listeners that abortion causes cancer. CBN opinion makers want government to require prayers in our schools and subsidize religious education. They blame the country’s ills on decadent morality, homosexuality, feminism, and the loss of family values. Pat Robertson himself charged that feminism “encourages women to leave their husbands, kill their children, practice witchcraft, destroy capitalism and become lesbians.”4
Political leaders do their share to reinforce the image of a liberal press. During the Iran-Contra affair, President Reagan likened the “liberal media” to a pack of sharks. And President Clinton, a Democrat, complained that he had “not gotten one damn bit of credit from the knee-jerk liberal press.” Clinton was confused. Almost all the criticism hurled his way by the so-called liberal press came from conservative sources.
There is no free and independent press in the United States. The notion of a “free market of ideas” is as mythical as the notion of a free market of goods. Both conjure up an image of a bazaar in which many small producers sell their wares on a more or less equal footing. In fact—be it commodities or commentary—to reach a mass market you need substantial sums of money to buy exposure and distribution. Those without corporate media connections end up with a decidedly smaller clientele, assuming they are able to survive at all.
The major news media or press (the terms are used interchangeably here) are an inherent component of corporate America. As of 2007, only six giant conglomerates—Time Warner, General Electric, Viacom, Bertelsmann, Walt Disney, and News Corporation (down from twenty-three in 1989)—owned most of the newspapers, magazines, book publishing houses, movie studios, cable channels, record labels, broadcast networks and channels, and radio and television programming in the United States, with additional holdings abroad. About 85 percent of the daily newspaper circulation in this country belongs to a few giant chains, and the trend in owner concentration continues unabated. All but a handful of the 150 movies produced each year are from six major studios. Big banks and corporations are among the top stockholders of mainstream media. Their representatives sit on the boards of all major publications and broadcast networks.5
Corporate advertisers exercise an additional conservative influence. They cancel accounts not only when stories reflect poorly on their product but, as is more often the case, when they perceive liberal tendencies creeping into news reports and commentary.
Not surprisingly, this pattern of ownership affects how news and commentary are produced. Media owners do not hesitate to kill stories they dislike and in other ways inject their own preferences into the news. As one group of investigators concluded years ago: “The owners and managers of the press determine which person, which facts, which version of the facts, and which ideas shall reach the public.”6 In recent times, media bosses have refused to run stories or commentaries that reflected favorably on single-payer health insurance, or unfavorably on “free trade” globalization and U.S. military intervention in other countries.
Clear Channel, corporate owner of some 1,200 radio stations, canceled an antiwar advertisement, and stopped playing songs by the Dixie Chicks after that group’s lead singer uttered a critical remark about President Bush Jr. In 2004, Clear Channel sponsored jingoistic “Rally for America” events around the country in support of the U.S. invasion of Iraq. That same year the Walt Disney Co. blocked its Miramax division from distributing a documentary by Academy Award winner Michael Moore because it offered an unflattering picture of Bush. Sinclair Group, the largest owner of local TV stations in the country, censored its ABC affiliates for reading the names of U.S. soldiers killed in Iraq (because publicizing the casualties might dampen public support for the war). Sinclair sends recorded right-wing editorial commentary to its affiliates to be broadcast as local news, and regularly contributes large sums to Republican candidates.7
A favorite conservative hallucination is that the Public Broadcasting System is a leftist stronghold. In fact, more than 70 percent of PBS’s prime-time shows are funded wholly or in major part by four giant oil companies, earning it the sobriquet of “Petroleum Broadcasting System.” PBS’s public affairs programs are underwritten by General Electric, General Motors, Metropolitan Life, Pepsico, Mobil, Paine Webber, and the like. A study of these shows by one media-watchdog group found that corporate representatives constitute 44 percent of the sources about the economy; liberal activists account for only 3 percent, while labor representatives are virtually shut out. Guests on NPR and PBS generally are as ideologically conservative or mainstream as any found on commercial networks.
Politically progressive documentaries rarely see the light of day on PBS. In recent years, “Faces of War” (revealing the brutality of the U.S.-backed counterinsurgency in El Salvador), “Deadly Deception” (an Academy-Award-winning critique of General Electric and the nuclear arms industry), “Panama Deception” (an Academy-Award-winning exposé of the U.S. invasion of Panama) and numerous other revealing documentaries were, with a few local exceptions, denied broadcast rights on both commercial and public television.
The spectrum of opinion on political talk shows and on the pages of most newspapers ranges from far right to moderate center. In a display of false balancing, right-wing ideologues are pitted against moderate centrists. On foreign affairs the press’s role as a cheerleader of the national security state and free-market capitalism is almost without restraint. Virtually no positive exposure has been given to Third World revolutionary or reformist struggles or to protests at home and abroad against U.S. overseas interventions.
Be it the Vietnam War, the invasions of Grenada and Panama, the intervention against Nicaragua, the Gulf War massacre, and the subsequent invasions of Afghanistan and Iraq, U.S. military undertakings are portrayed as arising from noble if sometimes misplaced intentions. The media’s view of the world is much the same as the view from the State Department and the Pentagon. The horrendous devastation wreaked upon the presumed beneficiaries of U.S. power generally is downplayed—as are the massive human rights violations perpetrated by U.S.-supported forces in scores of free-market client states.
If all this is true, why do conservatives complain about a liberal bias in the media? For one thing, attacks from the right help create a climate of opinion favorable to the right. Railing against the press’s “liberalism” is a way of putting the press on the defensive, keeping it leaning rightward for its respectability. So liberal opinion in this country is forever striving for credibility within a conservatively defined framework.
Furthermore, ideological control is not formal and overt as with a state censor, but informal and usually implicit. Hence it works with imperfect effect. Editors sometimes are unable to see the troublesome implications of particular stories. As far as right-wingers are concerned, too much gets in that should be excluded. Their goal is not partial control of the news but perfect control, not an overbearing advantage (which they already have) but total dominance of the communication universe. Anything short of unanimous support for a rightist agenda is treated as evidence of liberal bias. Expecting the press corps to be a press chorus, the conservative ideologue, like any imperious maestro, reacts sharply to the occasionally discordant note.
The discordant notes can be real. The news media never challenge the free-market ideology but they do occasionally report unsettling events and mishaps that might put business and the national security state in a bad light: toxic waste dumping by industrial firms,
price gouging by defense contractors, bodies piling up in Haiti, financial thievery on Wall Street, U.S. casualties in Iraq, and the like. These exposures are more than rightists care to hear and are perceived by them as a liberal vendetta and evidence of a liberal bias.
In order to perform their class-control function, the media must maintain some degree of credibility. To do that, they must give some attention to the realities people experience. They must deal with questions like: Why are my taxes so high? Why are people losing their jobs? Why is the river so polluted? Why is there so much corruption in business and government? Why are we spending so much on the military? Why are we always at war? The media’s need to deal with such things—however haphazardly and insufficiently—is what leads conservatives to the conclusion that the media are infected with “liberal” biases.
This is the conservative problem: reality itself is radical, so we must not get too close to it. The Third World really is poor and oppressed; the U.S. often does side with Third-World plutocrats; our tax system really is regressive and favors the very richest; millions of Americans do live in poverty; the corporations do plunder and pollute the environment; real wages for blue-collar workers definitely have flattened and even declined; the superrich really are increasing their share of the pie; and global warming really is happening.
Despite its best efforts, there are limits to how much the press can finesse these kinds of realities. Although it sees the world through much the same ideological lens as do corporate and government elites, the press must occasionally report some of the unpleasantness of life, if only to maintain its credibility with a public that is not always willing to buy the far-right line. On those occasions, rightists complain bitterly about a left bias.
Rightist ideologues object not only to what the press says but to what it omits. They castigate the press for failing to tell the American people that federal bureaucrats, “cultural elites,” gays, lesbians, feminists, and abortionists are destroying the nation; that God has been shut out of public life; that “secular progressives” are waging war against Christmas; that the U.S. military and corporate America are our only salvation; that litigious lawyers are undermining our business system; that there are no serious healthcare problems in this country; that eco-terrorists stalk the land; that the environment is doing just fine—and other such loony tunes.
One ploy persistently used by rightists to “demonstrate” a liberal bias is to point out that journalists tend to vote for the Democrats. When polled, the Washington press corps favored Kerry over Bush in 2004 by a substantial majority. Left unmentioned is that working reporters are at the bottom of the command chain. They are not the ones who decide what gets printed and what does not. Nor do they determine which events are to be covered or ignored. Conservatives who rail against the “liberal media” have not a word to say about the rightist and ultra-rightist proclivities of media owners, publishers, corporate advertisers, network bosses, senior editors, syndicated columnists, commentators, and shock-jock talk-show hosts—those who really determine what comes across as news and opinion.8
Reporters often operate in a state of self-censorship and anticipatory response. They frequently wonder aloud how their boss is taking things. They recall how superiors have warned them not to antagonize big advertisers and other powerful interests. They can name journalists who were banished for turning in the wrong kind of copy too often. Still, most newspeople treat these incidents as aberrant departures from a basically professional news system, and insist they owe their souls to no one. They claim they are free to say what they like, not realizing it is because their superiors like what they say. Since they seldom cross any forbidden lines, they are not reined in and they remain unaware that they are on an ideological leash.
While incarcerated in Mussolini’s dungeons from 1928 to 1937, the Italian communist and journalist Antonio Gramsci wrote about politics and culture in his prison notebooks. But he carefully had to eliminate words like “capitalism” and “class,” for these might attract the attention of the fascist censor who would then stop him from doing any more writing. The fascists well understood their job was to suppress class consciousness wherever it might appear. Today most of our journalists and social commentators exercise a similar caution. However, unlike Gramsci, they are not in prison. They don’t need a fascist censor breathing down their necks because they have a mainstream one implanted in their heads.
These internalized forms of self-censorship are more effective in preserving the dominant ideology than any state censor could hope to be. Gramsci knew he was being censored. Many of our newspeople and pundits think they are free as birds—and they are, as long as they fly around in the right circles.
For conservative critics, however, the right circles are neither right enough nor tight enough. Anything to the left of themselves, including moderate right and establishment centrist, is defined as “liberal” or “leftist.” Their unrelenting campaign against the media helps to shift the center of political gravity in their direction. Giving generous exposure to conservative and far-right preachments, the press limits public debate to a contest between right and center, while everything substantially left of center is shut out. So the press becomes an active accomplice in maintaining its rightward bent.
On the American political scene, the center is occupied by relatively conservative members of the Democratic Leadership Council who are happy to be considered the only alternative to the ultra-right. This center is then passed off as “liberal.” Meanwhile real liberalism and everything progressive have been excluded from the picture—which is what the pundits, politicians, and plutocrats want.
3 METHODS OF MEDIA MANIPULATION
Those who own and those who work for the major news media like to think they provide us with balanced coverage and objective commentary. Journalists and editors claim that occasional inaccuracies do occur in news coverage because of innocent error and everyday production problems such as deadline pressures, budgetary constraints, and the difficulty of reducing a complex story into a concise report. Furthermore, no communication system can hope to report everything, hence selectivity is unavoidable.
To be sure, such pressures and problems do exist and honest mistakes can be made, but do they really explain the media’s overall performance? True, the press must be selective, but what principle of selectivity is involved? Media bias usually does not occur in random fashion; rather it moves in more or less consistent directions, favoring management over labor, corporations over corporate critics, affluent Whites over low-income minorities, officialdom over protesters, privatization and free market “reforms” over public-sector development, U.S. dominance of the Third World over revolutionary or populist social change, and conservative commentators and columnists over progressive or radical ones.
SUPPRESSION BY OMISSION
Some critics complain that the press is sensationalistic and intrusive. In fact, the media’s basic modus operandi is evasive rather than invasive. More common than the sensationalistic hype is the artful avoidance. Truly sensational stories (as opposed to sensationalistic) tend to be downplayed or completely avoided, even ones of major import. We hear about political repression perpetrated by officially designated “rogue” nations, but information about the massacres and death-squad murders perpetrated by U.S.-sponsored surrogate forces in the Third World are usually denied public airing.
In 1965 the Indonesian military—advised, equipped, trained, and financed by the U.S. military and the CIA—overthrew President Achmed Sukarno and eradicated the Indonesian Communist Party and its various allies, killing half a million people (some estimates are as high as a million) in what was the greatest act of political mass murder since the Holocaust. The generals also destroyed hundreds of clinics, libraries, schools, and community centers that had been established by the communists. Here was a sensational story if ever there was one, but it took three months before it received passing mention in Time magazine and yet another month before it was reported
in the New York Times, accompanied by an editorial that actually praised the Indonesian military for “rightly playing its part with utmost caution.”9
Over the course of forty years, the CIA involved itself with drug traffickers in Italy, France, Corsica, Indochina, Afghanistan, and Central and South America. Much of this activity was the object of extended congressional investigation—by Senator Church’s committee and Congressman Pike’s committee in the 1970s, and Senator Kerry’s committee in the late 1980s. But the corporate mainstream media seem not to have heard about this truly sensational story.
ATTACK AND DESTROY THE TARGET
When omission proves to be an insufficient mode of censorship and a story somehow begins to reach a larger public, the press moves from artful avoidance to frontal assault in order to discredit the story.
In August 1996, the San Jose Mercury News ran an in-depth series by Pulitzer-winning investigative reporter Gary Webb, about the Iran-Contra crack shipments from Central America that were flooding East Los Angeles. The articles were based on a yearlong investigation. Holding true to form, the major media mostly ignored the exposé. But the Mercury News series was picked up by some local and regional newspapers, and was flashed across the world on the Internet, copiously supplemented with pertinent documents and depositions supporting the charges against the CIA. African-American communities, afflicted by the crack epidemic, were up in arms and wanted to know more. The story became difficult to ignore.
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