The recent debate about concentration in media ownership in the USA (here, here, here, and lots of other places) -- mostly because of anticipation of the recent Federal Communications Commission decision to ease ownership rules -- raised a few interesting questions. For me, some of the most interesting questions are those I stumble over; those for which I don't have a confident answer even after a lot of pondering. One of those related to the media ownership issue is this: "does it really matter who owns the big media outlets now that there is such a variety of independent media, including the world wide web/internet, which make it easy and inexpensive to report to a potentially large audience?"
I feel that it is still very important that we ensure diversity in media ownership. But that was always only a feeling. I wasn't sure why I felt that way. The internet makes it seem like George Orwell's nightmare vision of "Big Brother" is impossible. Is media as diverse as it should be?
Reading the first few paragraphs of this story made me think of Harry Shearer's repeated references (in his "Le Show" podcasts) to "buried leads." Maybe the question of diversity isn't so much about how diverse the voices in media are. The question is really about who controls the majority of the power to influence that the various media enjoy. Does it really matter if there is vast diversity of ownership and voices in small and un-influential media? The value, and necessity, of a free press in a democracy is not a goal in itself. A free press in needed so that facts about important issues are easily and widely available to the public. A mostly anonymous network of diverse voices chattering amongst themselves does not fulfill this goal.
Here is the basic logic behind the argument:
- Political and policy discussion is not driven by, nor is it probably even strongly influenced by, small, inexpensive media outlets like blogs, handbills, e-mail distribution, etc. (And in the few cases that a small, independent media outlet is able to get its message out effectively, it takes great investment of time, effort, and money. The same is not true of large media organizations that wish to have a particular story widely recognized.)
- Headlines and the first few paragraphs of stories in major newspapers, along with the lead stories on mainstream television news have a strong influence on the public's perception of reality.
- Publishers of media tailor (sometimes gently, sometimes less so) their stories to political conditions. They choose which stories they cover, and of those they cover, they choose which get the front page (or the lead), and which parts of the story are mentioned, and where.
- The "buried lead" is an easy way for media to pretend to report unpopular or critical news, but ensure that some facts aren't picked up by the general public, and do not inform debate. For a recent example, see the story I referred to above, and this paragraph in particular: "Neither paper has (as far as I know) returned to the subject [buried many paragraphs into the story], though this is undoubtedly the most extensive use of air power in Iraq since the Bush administration's invasion of 2003 and probably represents a genuine shifting of American military strategy in that country. Despite a few humdrum wire service pieces, no place else in the mainstream has bothered to cover the story adequately either." The story goes on to describe why this part of the story is so significant and constitutes the buried lead.
- If we accept that news outlets bring a particular colour to their journalism (and the evidence is difficult to ignore), and we agree that the goal of a free press is important and one we should as a society pursue, then we must agree that it is important to ensure a diversity of political sympathies in media outlets.
- Media outlets tend to shadow the political sympathies of their owners. The large media conglomerates tend to report conservatively, without resistance to political, economic, or other powers (one need not look far to find examples of this: the lead up to the latest war in Iraq is only one glaring example, and there are several book-length studies of this instance.) Non-corporate, smaller media outlets tend to have a greater variety of political sympathies, are more likely to report unpopular news, and can show resistance to power.
- In order to enhance the possibility of responsible reporting, we must encourage independent media to remain so, and not be bought up by the large media conglomerates.






