Media Complicity
Former White House spokesman Scott McClellan has a book out. It is critical of the Bush Administration. It is also reportedly critical of the news media. No, it is not that the news media was too critical of the Bush Administration. Quite the contrary!
In a world where the term “main-stream media” has become common place and the term “liberal media” differentiates those, the former White House flack writes that the news media were enablers in the Administration’s “carefully orchestrated campaign to shape and manipulate sources of public approval” in the ramp-up to the Iraq war, according to the New York Times article about McClellan’s book.
Why would the liberal media want to enable such a conservative, yea a neo-conservative government? That’s easy. In broadcast it is for ratings. In print, it’s to sell papers and magazines, or, in general, what was, before they let this Administration destroy it, the all-mighty dollar.
Shortly after the war I was able to participate in a talk about coverage of the war that involved Eason Jordan, former Chief News Exec at CNN and Christopher Dickey, Paris Bureau Chief and Middle East Editor for Newsweek Magazine. It was at the Southern Center for International Studies (SCIS) in Atlanta. Jordan and I are old colleagues, having worked together on the CNN international desk in the 80s and again in the ramp-up to the war, when I was back on the desk and he was the big boss. In that SCIS talk, I asked them whether the fourth estate had done their job in the ramp-up to the war.
Dickey responded, “You have to remember that we were in a situation of, you are either with us or you are with the terrorists.” He indicated that it was very difficult to question the government in that atmosphere.
Jordan, in his usual direct style said, “If you are asking whether we asked enough questions in the ramp up to the war, the answer is no.”
But, it goes beyond that. At CNN, in the weeks before the heavily anticipated and disseminated “Shock and Awe,” a concept that CNN is still using in promotions for anniversary coverage, management held mandatory meetings for staff. They scheduled a half-a-dozen of them so that all shifts could attend. In the front of the large room at Atlanta’s World Congress Center, Jordan and fellow president Jim Walton held court. Walton led off talking about the two of them, “He likes Springsteen. I am more of an Allman Brothers guy.” Then they proceeded to give a pep talk about the upcoming coverage. They talked about how CNN needed to “own the war.” That phrase took some media heat, but I did not have a problem with it. That just means that you want to be the source for coverage.
The sentence that shook my journalistic being was when they talked about then recent ratings shifts, putting FOX in the lead between the two. FOX had just bought the billboard across the street from CNN touting their ratings lead. CNN execs were challenged to do something about it. Some of us inside said that FOX was commentary not news and that the Anna Nicole Smith reality show at the time had better ratings than both and we didn’t feel the need to compete with her. Remember that FOX News Channel had eagles turning into fighter jets in their graphics at the time. Professional wrestling had higher ratings than both news networks combined. CNN didn’t see the need to emulate them!
But this was seen as an opportunity for these two executives. While they said, “no one wants war,” they also added, “but if there is going to be one, it is an opportunity to win back lost ratings.”
That was their motive. Their modus operandi was to not question the war. There were some in the newsroom, for instance, after Colin Powell’s speech to the U.N. asking who CNN was putting on the air immediately afterward to question what he said. The answer was no one.
So, now Scott McClellan, trying to clear his slate, repairing his reputation and generally setting the record straight says he was duped. The question some of us have is whether leaders of the fourth estate were duped, or whether they were complicit.