I begin with a most interesting comment posted by “Media Matters” in which we are told about some large matters of unfairness with respect to the coverage the various political candidates get from the media:
The New York Times reported on March 15 that part of the reason Trump “wins primary after primary with one of the smallest campaign budgets” is that he “dominates” earned media — which includes “news and commentary about his campaign on television, in newspapers and magazines, and on social media” — giving him a “mammoth advantage” over other candidates. According to The Times’ report, Trump far outpaces other presidential candidates in free media coverage, noting that in February “he earned as much media as [Ted] Cruz and [Hillary] Clinton combined” . . .
Mr. Trump earned $400 million worth of free media last month, about what John McCain spent on his entire 2008 presidential campaign. Paul Senatori, mediaQuant’s chief analytics officer, says that Mr. Trump “has no weakness in any of the media segments” — in other words, he is strong in every type of earned media, from television to Twitter.
Over the course of the campaign, he has earned close to $2 billion worth of media attention, about twice the all-in price of the most expensive presidential campaigns in history. It is also twice the estimated $746 million that Hillary Clinton, the next best at earning media, took in.
I now turn to a comment I made earlier this year with respect to the “Fairness Doctrine” which has become a matter of mere historical interest, though one might wish it were still infect. I noted at that time that the free exchange of ideas was guaranteed by the F.C.C. in 1949 as a result of what was then referred to as the “Fairness Doctrine” which guaranteed that both sides of controversial issues must be made public. This doctrine was rejected in 1987 by the F.C.C. under the leadership of Mark Fowler who had been a member of then President Ronald Reagan’s campaign staff and who argued that the doctrine violated the first amendment. As a result, the door was opened to the media to indoctrinate rather than inform — present a single point of view repeatedly and ignore opposing views; this gave rise to such abortions as Murdoch’s Fox News.
Clearly, Donald Trump is being covered in the media to a far greater extent than any of his opponents. As suggested, this does go a long way toward explaining the hold he seems to have on American voters. Even those who hate the man find themselves drawn to stories about his latest outrageous behavior — not unlike the way we are all drawn to a train wreck. It’s morbid curiosity, I suppose. In any event, the Trumpet is getting free media coverage while others (such as Sanders) are lucky to get a brief mention. As a result, it would appear, he is kicking butt on the Republican stage. This claim of a causal relation here is strengthened by the consideration that those in the media hesitate to hold Trump’s feet to the fire on any of the main issues. Nor do his opponents. Thus he sails along unchallenged, filling the air with empty platitudes and bromides that will not cure any of our ills whatever. This may change in the general election. We shall see. But even then the media will determine what we see and hear
And this is the heart of the matter. I have mentioned in previous posts (as have others) that the “news” has become mere entertainment. What this means is that the media are going to broadcast those matters that matter to people: they want to sell air time or please their sponsors. The formula is not “fairness” it’s “give them what they want,” and a citizenry brought up on violent entertainment and video games wants something that gets their attention and holds it for a moment or two — one can scarcely hope for more than that these days.
So when the chickens at last come home to roost, we can blame the citizenry for the success of no-minds like Trump. But we had better reserve some of our criticism for the media which are determined to give us what we want while, at the same time, they manufacture our desires according to the dictates of their sponsors.