When Winston Churchill rallied public opinion to stay the course against Hitler’s Germany, he didn’t have to contend with a gaggle of commentators raising doubts about whether he was reading public opinion right, or whether Britain had the stamina to see the war through. When President Kennedy rallied the nation in the Cuban missile crisis, his address to the people was not chewed over by a roundtable of critics who disparaged the course of action he’d asked
The purpose of my remarks tonight is to focus your attention on this little group of men who not only enjoy a right of instant rebuttal to every Presidential address, but, more importantly, wield a free hand in selecting, presenting, and interpreting the great issues in our nation. First, let’s define that power.
At least 40 million Americans every night, it’s estimated, watch the network news. Seven million of them view A.B.C., the remainder being divided between N.B.C. and C.B.S. According to Harris polls and other studies, for millions of Americans the networks are the sole source of national and world news. In Will Roger’s observation, what you knew was what you read in the newspaper. Today for growing millions of Americans, it’s what they see and hear on their television sets.
Now how is this network news determined? A small group of men, numbering perhaps no more than a dozen anchormen, commentators, and executive producers, settle upon the 20 minutes or so of film and commentary that’s to reach the public. This selection is made from the 90 to 180 minutes that may be available. Their powers of choice are broad.
They decide what 40 to 50 million Americans will learn of the day’s events in the nation and in the world. We cannot measure this power and influence by the traditional democratic standards, for these men can create national issues overnight. They can make or break by their coverage and commentary a moratorium on the war. They can elevate men from obscurity to national prominence within a week. They can reward some politicians with national exposure and ignore others.
For millions of Americans the network reporter who covers a continuing issue -- like the ABM or civil rights -- becomes, in effect, the presiding judge in a national trial by jury.
It must be recognized that the networks have made important contributions to the national knowledge -- through news, documentaries, and specials. They have often used their power constructively and creatively to awaken the public conscience to critical problems. The networks made hunger and black lung disease national issues overnight. The TV networks have done what no other medium could have done in terms of dramatizing the horrors of war. The networks have tackled our most difficult social problems with a directness and an immediacy that’s the gift of their medium. They focus the nation’s attention on its environmental abuses -- on pollution in the Great Lakes and the threatened ecology of the
Nor is their power confined to the substantive. A raised eyebrow, an inflection of the voice, a caustic remark dropped in the middle of a broadcast can raise doubts in a million minds about the veracity of a public official or the wisdom of a Government policy. One Federal Communications Commissioner considers the powers of the networks equal to that of local, state, and Federal Governments all combined. Certainly it represents a concentration of power over American public opinion unknown in history.
Now what do Americans know of the men who wield this power? Of the men who produce and direct the network news, the nation knows practically nothing. Of the commentators, most Americans know little other than that they reflect an urbane and assured presence seemingly well-informed on every important matter. We do know that to a man these commentators and producers live and work in the geographical and intellectual confines of Washington, D.C., or New York City, the latter of which James Reston terms the most unrepresentative community in the entire United States.
Both communities bask in their own provincialism, their own parochialism.
We can deduce that these men read the same newspapers. They draw their political and social views from the same sources. Worse, they talk constantly to one another, thereby providing artificial reinforcement to their shared viewpoints. Do they allow their biases to influence the selection and presentation of the news? David Brinkley states objectivity is impossible to normal human behavior. Rather, he says, we should strive for fairness.
Another anchorman on a network news show contends, and I quote: “You can’t expunge all your private convictions just because you sit in a seat like this and a camera starts to stare at you. I think your program has to reflect what your basic feelings are. I’ll plead guilty to that.”
- Spiro Theodore Agnew: Television News Coverage
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