Washington Post’s new (and next) tagline

Poynter.org says the one who put the tagline “Democracy Dies in Darkness” is a branding genius:

So “Democracy Dies in Darkness” could be seen to fit a preachy, overweening industry self-regard of the moment. A plea for attention and respect when simple, unexplained daily action will have to do, if not necessarily suffice.
But it works.
At minimum, it might just be a masterstroke when it comes to branding. Straightforward, succinct, a phrase that captures purpose. We’ll see.

Agreed. But what next?

In this respect, it doesn’t matter that how the newspaper disdains their President, the United States is a free country after all. However it’s interesting that how the next slogan (if any) would be like.

Will it be something like “Lord Vader finally returns to the bright side” or “The country is doomed”?

Or they would just refuse to change it until the next King is crowned?

What would they further manifest their belief about democracy, or the same system that had elected the One?

It’s just a hairline between defending the country’s value and the media’s very own, and I wish the “branding genius” had his/her move prepared at that time.


By the way, the Washington Post also puts “Real news” on the masthead.

This is a venerable move.

It takes some guts and facts to make this statement, and, like “Democracy Dies in Darkness”, this leaves more for observers to repeatedly challenge, or even attack, the motivations and results of the newspaper.

However, it’s still something to lo and behold.

In my country Taiwan, very few (which include our own) news outlets dare to say this as monetary value, profane advertisements to be specific, is über alles and is the only weight on the scale to decide consumers are given mind fodders.

So while I stay suspicious about the Post’s first statement, I respect the one next to it.


If democracy dies in darkness and no one is around to hear it, does it make a sound?