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Moreover, under existing conditions, private capitalists inevitably control, directly or indirectly, the main sources of information (press, radio, education). It is thus extremely difficult, and indeed in most cases quite impossible, for the individual citizen to come to objective conclusions and to make intelligent use of his political rights.
1, what specific evidence do you have to prove Einstein is right or wrong?2, Is this a truism that will last for eternity? I think the whole question of media bias is subjective to start with. Most Europeans, watching US TV, or (especially) listening to US radio, would say that it is significantly biased towards the
right, not the left. But then, the 'centre' in American politics generally is also further to the right than it is in most of Europe, so American complaints of
leftwing bias may indeed be valid within their own political universe; surely a bias is only noticeable at all if it presents views significantly at odds with a particular viewpoint?
I've said before that I think
editorial bias is pretty much inescapable; unless you use more than one source of news, you cannot tell which stories are not being reported on. This isn't usually a problem where there
is more than one source of news - i.e. outside those countries where there is a state-controlled news monopoly which restrict access to foreign sources (these days, this only really includes China and North Korea in the strictest sense).
There is also unconscious or cultural journalistic bias - it's next to impossible for the BBC to report completely fairly on matters such as the marketisation of the National Health Service here in Britain, because the majority of BBC journalists believe that is an intrinsically bad thing. I don't think it presents particular problems of bias, though, because the British public generally feels the same way - consistently, polls indicate we don't
want the choice the government keeps insisting is the solution; we just want our local NHS hospital or surgery to work better than it does now.
Then there is
conscious journalistic bias, which I think is what we're discussing here, and I think this is also where conservatives differ fundamentally from liberals in their idea of what the media - especially the broadcast media - should be.
The idea that conscious journalistic bias and obvious editorial bias, are bad things
is an intrinsically liberal idea.
Conservatives view the media, especially in the USA where there is such variety (four competing broadcast networks - more than most EU countries have had until recently - plus umpteen cable & satellite providers, both locally and nationally, as something where 'the market will provide'. If you don't like the conservative bias of your local radio station, you can listen to somehting else, or even start up your own station. If it fails because you don't attract the listeners and therefore the advertising needed to fund it well, that's what happens to suppliers who don't give their customers what they want; if you can't stand the heat etc.
Now, I think that this argument would work if markets worked perfectly and immediately, but they don't. Big corporations buy up small stations, and have multiple channels that target slightly different demographics in the same physical area, so the apparent consumer choice is less than it may appear to be. And besides, the customer of all non-subscription commercial television and radio is not the viewer or listener at all, but the advertiser. The two are linked - you can't alienate viewers or listeners and keep your advertisers for very long - but if it ever comes to a choice of doing something to make the audience happy and doing something to make advertisers happy, the advertisers (who are also big businesses) will
always win.
To that extent, Einstien was right.
Also, the idea that the market provides choice and therefore any editorial or journalistic bias can be selected out by the viewer is overly optimistic. The lesson of all consumer markets is that consumers faced with a choice between more than five or six products competing to fill the same need is that they stop making their purchase decisions rationally. When faced with eight different brands of plain potato chips, people tend to buy the one that's in stock. If they're all in stock and they all have the same perceived quality, they'll buy the cheapest. If they're all the same quality and price and they're all in stock, they'll buy the one whose advertising made the biggest impression on them, probably as an impulse purchase.
The very definition of an impulse purchase is that it is not driven by conscious decision making, but by the unconscious mind. And the whole thrust of advertising, promotion and marketing effort generally in such markets is to influence the subconscious mind. Nobody NEEDS to eat plain potato chips, so the demand for them is also largely created by the same advertising.
Very few people buy all eight brands, take them home, and organise double-blind taste tests on themselves and their family to decide which type of plain potato chip to buy from then on, which is what you'd have to do if you were going to make and
entirely rational purchase decision - life is just too short to spend that much time worrying about snack foods.
Now the translation is inexact, but when idly flicking through 20 different cable news networks, the similar impulses take over. Very few people record all 20 channels (or however many there are) simultaneously, digitally blank out all the station idents, watch their coverage of the same story of which they personally have factual knowledge, and then decide which channel matches their experience most closely before they decide which news channel (or newspaper or radio station or website or whatever) they like the most. (Though rather more people would do that with the media than would do the same with potato chips!)
Instead, you watch the ones your friends or family watch, the ones where you fancy the presenters the most, the ones which stridently proclaim the same biases that you yourself hold, consciously or not.
And the insidious thing is that, unless consumers constantly reassess the available media market (whether a new potato chip is launched, or a news media source), habit takes over. And if habit takes over in the media - and it does, in newsrooms as well as sitting rooms - and there is no liberal-inspired requirement to give rights of reply or REAL balance, an audience can easily slip into a place where they just don't know or understand anything about things that don't get shown on the channels that they watch.
This is a problem already in American society - whole swathes of the population are now completely ignorant about the world around them, and their place in it, because they don't use ANY news media AT ALL. They are excercising as much choice as any BBC or Fox News junkie does, certainly. But if the trend continues, the country will become a battleground for fringe interests - in some respects it already is. Nobody who thinks about this - outside the fringe group who ends up winning each battle, anyway - thinks this is a good idea.
So if people not using any news media at all is a problem created by the apparent exercising of free will in apparently free markets is a problem in some respects, it is fair to say that, in some respects, people using the news media with less free will than they might think, in markets that are less free than they appear, might also be a problem.
And in a democracy, the state, which regulates and controls all markets, even if their regulatory decision is
laissez faire, is in a quandary here. They cannot intervene to break up the corporate monopolies or impose regulations that might reduce profit margins without alienating the corporate interests that control the media. The media play a huge role, perhaps the biggest, in shaping public opinion. Public opinion shapes voting. And voting shapes government, and therefore the state itself.
A commercial media that
can be biased against any government that might dare to act against its interests,
will be biased against such a government. That's just commerce. Any business in such a position would not only lobby, but would use its influence with customers to try to rally them to the cause too. It just so happens that the media plays a much bigger part in shaping voting intentions than, say, the petroleum industry, or the steel industry.
So to that extent, Einstein is right on the button.
I don't think it need necessarily last. I think regulated markets work much better in areas that serve the public interest than completely unregulated markets, or markets regulated by voluntary industry agreement. The BBC has it's biases, its true - mostly of the unconscious journalistic kid I mentioned earlier, I'd say. But the wider UK TV news market, with its legal requirement to be truly
fair (if not always unbioased) in news programming is generally an advance on the US model, I think.
There's no need to fund the US media through tax, but some right of reply and some fair access laws would be an advance. In simple termns, for every mouth-frothing right-wing pundit there HAS to be a mouth-frothing leftwing one ON THE SAME SHOW.