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Krug: Trump hunt begs question: What is the media’s business?

By   /   July 3, 2017  /   No Comments

Supporters said all along that President Donald Trump would be good for American business.

But many didn’t anticipate that the American media business stood to benefit from his presidency.

Currently the greatest love-hate relationship in U.S. politics, the mainstream and legacy media revels in Trump’s “fake news” claims. While they denounce his behavior publicly, reporters draw strength from Trump’s insults and use it as fuel to power their self-righteous crusade to shame the president.

They wear each hostile tweet as a badge of honor and consider it confirmation they are doing God’s work.

Trump has worked the media masterfully. He didn’t need the legacy media’s support or endorsement when he campaigned for president, and he doesn’t need them now. They are a distraction, and Trump is working them.

Historically, American media have pursued a noble mission to serve the public and keep the government in check. But that mission falls on deaf ears when the watchdogs become attack dogs. We have reached that point.

When does pursuing a story become crafting a narrative with an obvious political agenda? It starts with basic editorial decision-making. And according to the Media Research Center’s recent study, network news has decided that Russia’s involvement in the 2016 election outweighs other critical issues such as health care, tax reform, and jobs. It feels almost as if it was pulled from a season of Netflix’s “House of Cards” – only not as clever.

And then there’s CNN, the cable news network that continues to beat the Russia drum even after there is no new evidence or information to report. Their desperation to find the smoking gun resulted in the retraction of a Russia-related story and the resignation of three staffers last week.

The driver? Not truth. No, it was red meat for the left; creation of controversy. We’ll wait for the next public opinion poll, but I think it’s safe to say that the Russia investigation is not at the top of everyday Americans’ priority list.

The videos released by conservative journalist James O’Keefe, known for undercover sting operations, show CNN producers admitting that the Trump-Russia investigation is overhyped for enhanced ratings. They need something they can own to differentiate themselves from other cable-news channels. And so the love-hate cycle continues.

Although this epic rivalry can be comical at times, it’s sad to look behind the curtain and realize that Big Media has its interests too – and it doesn’t always include the American public.

For media to be credible – truly credible – it must report independently verified facts. It must seek the truth, and report with integrity. It must distill facts and straight news from opinions and insights gleaned from perceptions of original reporting.

The criteria for whether a story is good to air or publish should be somewhat higher than a corporate lawyer’s opinion on the likelihood that it opens up the organization to a lawsuit.

The lone criteria should be truth and public interest. Often, it’s not.

Television news, in particular that which appears on 24-hour cable cycle, is rife with opinion. Understandably so: There simply are not enough resources on any network or cable channel to fulfill a mission of 365-day news content that would be interesting enough to hold an audience’s attention. Without commentary, every network would resort to the C-SPAN model of airing raw footage of endless committee meetings.

Opinion is less expensive than actual reporting, and is in endless supply. It is far more economical to bring in a person from a studio in Washington, D.C., than it would be to send a correspondent and crew to Moscow. That’s a business decision that saves media brands money and costs taxpayers in reliable information.

So what is passed off as straight news often is a new take of an opinion. And with each passing “hot take,” the message is pushed further and further away from the truth.

Why does it matter? Can’t people have an opinion on the news?

Certainly. This is America, and our speech is protected constitutionally. But it matters that the continuous news cycle rarely differentiates between straight news and opinion. The content is often indistinguishable. Context is rarely offered. Oftentimes, the crawl beneath the commentary is in clear conflict. The opinion often overwhelms the core of the story.

The result is that the news itself – the facts, the verification, the story, and the truth – has been discarded in favor of a take on the news.

A controversial or salacious quote often makes a better headline than the old journalism standby of who, what, where, when, and why. Just look at the mainstream media’s obsession with President Trump’s recent tweet about Joe Scarborough and Mika Brzezinski, or the video he posted of an old WWE appearance where Trump punches out a man with a CNN logo superimposed on his face. The exaggerated response gives President Trump an even greater villain to demonize and justification for controversial actions such as banning cameras from the White House press briefings. Veering from the facts lowers the public perception and credibility of media as a whole. It threatens our democracy.

So much so that it must be next to impossible for Americans to understand the media’s job, or what business we’re in anymore.

  • Chris Krug is president of the Franklin Center for Government & Public Integrity.

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