The Problem is Not The Mainstream Media… it is Us

DebateHub.org
Aug 25, 2017 · 3 min read

The mainstream media (referred to as the MSM in this article) is often vilified for issues that have nothing to do with them but rather are a reflection of the American public. The media outlets are fundamentally businesses which have to make a profit. We often do not look at them like this, but rather treat them as an information utility instead of the businesses that they are. This leads to fundamental misunderstandings of what we should expect from the MSM.

Now that print is dead, MSM as a business needs to attract eyeballs to their websites and compete with cable networks. Imagine the amount of money it takes to run the New York Times or any other major news outlet. To run an organization of that magnitude, it seems that you could take one of two strategies: be middle of the road and non-partisan, or be very partisan and play into the biases of your audience. The major networks such as NBC and ABC try to be as bland as possible in order to avoid offence, however they have to compete in an emotionally-heated partisan environment and they come off looking flat and disingenuous. On the other hand, Fox News and MSNBC take the partisan approach where they promise the truth, but in fact are really trying to play on emotions and tribal instincts. Why? Because it drives ratings, which drive advertising, which boosts profits. Because this country is so bifurcated, the moderates do not come off as fair and balanced, but rather boring and corporate.

The internet further exaggerates this tendency because emotionally-charged partisan articles get shared more and attract more impressions. Given this fact, we shouldn’t see the MSM as a homogeneous entity. When politicians and news personalities complain about the MSM, it should be seen in terms of their own agenda rather than any reality of media bias. The media bias is towards their advertisers and their need to make a profit rather than any sense of manipulation. You can see this when news personalities switch networks and their agendas change. Do I doubt that MSM outlets have certain biases? Of course not. What I am saying is that their biases are really markets and niches that they are trying to capture.

In order to play into their audience’s filter bubble, you will notice that websites will often omit stories. For instance, you will find stories on HuffPo that you don’t find in Drudge, and vice-versa.

Now, I want to be clear on something. I have criticized the MSM for being driven by profit and advertising. Do not misunderstand me — I am not against capitalism or advertising or any silly idea like that. I am simply saying that most of the behaviours of the MSM can be seen as serving markets which are more a reflection of the underlying public. Most discussions of the MSM treat it as if it is a top-down system where the MSM manipulates the audience’s beliefs and fears. It is really the other way around. They are a reflection of their audience, not the driver. Most media outlets are beholden to their ratings and they chase them regardless of ideology. They are simply businesses looking for that product-market fit. People like to portray the MSM as evil entities who manipulate and prey upon the public. So when you hear someone decry the MSM, you should really be sceptical. The MSM is us.

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