Educate the Public

This column in Broadcasting & Cable is right on about Fox News. Fox sells, and that’s the big ethical problem news media face today – making money. Fox can sell its soul and rake in the bucks from the conservative public, MSNBC seems to be doing the opposite on the left, and CNN is somewhere in the middle. It’s not news, but the viewing public does not know that it’s not news. The cable news channels have gone to shouting heads, tweets, Facebook, etc., and constant injection of opinion. It’s entertainment and not news.

What’s needed is massive public education, which is not going to happen anytime soon. The pressure is on news media, and it’s all about money.

Somehow, SPJ, ASNE, APME, RTDNA, etc., must rise above the dollars and educate the public that real news has standards and is necessary to an effective democracy.

The changes we are seeing today in information distribution are similar in nature, if not format, to the changes seen in the advance of the penny press in the early 19th century. The printing press enabled mass distribution of information and hucksters, fakes, and politicians took advantage of it. Anyone with access to paper, ink, and a press could publish just about anything. Today, anyone with access to a computer – a much larger base – can publish just about anything. It took decades and organizations such as SPJ to bring sanity to news reporting.

We are in a period of change, and we will be for decades. We can’t throw up our hands, saying we’re better than they are. We have to educate the public and show that we are. And right now, the public does not have a very high opinion of news media. What are needed are a news media coalition and a grassroots campaign. Excuse the expression, but we need a giant public relations effort. The public does not care about checkbook journalism or doctors working for news media. It wants reliable information – the truth. And someone has to show the public the difference between noise and information. It will take decades, but it won’t happen unless we start now. Think big and be persistent.

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