Monday, 5/5/97 Sensationalism of broadcast journalism not worst
scenario Corporate control of network news prevents responsible
investigation
By Jake Sexton In her recent column (April 29), Alicia Kester
talks about the problems of mainstream news, due to its excessive
focus on sensationalist issues. I couldn’t agree more, but problems
with the news run so much deeper. Kester makes one crucial mistake
about the nature of television; she states that the goal of the
average television program is to "entertain the viewer." While this
assertion seems true, the single driving purpose of television is
to provide an audience for television commercials. The advertisers
pay the networks for viewers. We are the products of television.
Programs just fill in the blank spaces between commercials. The
news is no different than any other TV show. Kester claims that the
"trend of corrupting broadcast journalism" began with "televised
news magazines," presumably shows like "A Current Affair" and "Hard
Copy." But truly, the corruption of journalism began in the
mid-60’s (or maybe even before), when corporations began realizing
that the news industry was a profitable business venture. Large
companies began buying up newspapers, radio stations, and other
media outlets in search of profits. News was no longer important
information needed by citizens to run their daily lives; it became
just another product. Due to the profit-motive, advertising has
increased. Almost all celebrity news is a subtle, or not-so-subtle,
form of advertising that promotes a performer’s latest project.
News has decreased, as has responsible coverage, political
controversy avoided, etc … Right now, roughly 10 corporations
have dominant control (over 50 percent) of all of the mass media of
the United States (e-mail me if you want the complete list); while
not quite a monopoly, it is certainly frightening and dangerous.
These companies are the bosses, deciding what will be printed, and
what will not. Their employees internalize these values, or at
least make sure that their stories fit into the correct molds.
Their stories must not attack the corporate system, the news’
sponsors, or government policy when it hurts the parent company.
Reporters who do so are reprimanded, fired, or even blacklisted. It
is difficult for the public to make informed decisions when their
take on reality is skewed by vague news, factual distortions, or
outright lies. I guess the only real hope is that corporate
newspapers are losing subscribers, and independently owned (and
more news-oriented) newspapers are gaining popularity. Jake Sexton
is a fourth-year communications studies/psychology major. E-mail
him at: jsexton@ucla.edu. Previous Daily Bruin stories Media
misinforms, manipulates culture., October 1, 1996