A Difficult Public Face

by digby

Via Kevin and Atrios I see that Media Matters has released more data today about the cable news networks’ partisan imbalance:

* The balance between Democrats/progressives and Republicans/conservatives was roughly equal during Clinton’s second term, with a slight edge toward Republicans/conservatives: 52 percent of the ideologically identifiable guests were from the right, and 48 percent were from the left. But in Bush’s first term, Republicans/ conservatives held a dramatic advantage, outnumbering Democrats/progressives by 58 percent to 42 percent. In 2005, the figures were an identical 58 percent to 42 percent.

* Counting only elected officials and administration representatives, Democrats had a small advantage during Clinton’s second term: 53 percent to 45 percent. In Bush’s first term, however, the Republican advantage was 61 percent to 39 percent — nearly three times as large.

* In both the Clinton and Bush administrations, conservative journalists were far more likely to appear on the Sunday shows than were progressive journalists. In Clinton’s second term, 61 percent of the ideologically identifiable journalists were conservative; in Bush’s first term, that figure rose to 69 percent.

* In 1997 and 1998, the shows conducted more solo interviews with Democrats/progressives than with Republicans/conservatives. But in every year since, there have been more solo interviews with Republicans/conservatives.

* The most frequent Sunday show guest during this nine-year period is Sen. John McCain (R-AZ), who has appeared 124 times. Sen. Joseph Biden (D-DE) has been the most frequent guest since 2003.

* In every year examined by the study — 1997 – 2005 — more panels tilted right (a greater number of Republicans/conservatives than Democrats/progressives) than tilted left. In some years, there were two, three, or even four times as many righttitled panels as left-tilted panels.

* Congressional opponents of the Iraq war were largely absent from the Sunday shows, particularly during the period just before the war began.

Again, none of this is surprising to those of us who have been watching this stuff from our side of the aisle for the last decade or so.

Kevin and Atrios both focus on the interesting fact that there was a total lack of anti-war voices in the run-up to the war. Kevin says:

Why did the anti-war side get shunned so badly by the talk shows?

I suspect the chart on the right contains the answer. Aside from documenting the insane love affair that Sunday hosts have with John McCain, it shows that eight of the ten most popular Sunday talkers were senators and every single one of them voted for the war resolution. The reason that anti-war senators didn’t get much air time was just simple laziness: the talk show bookers kept booking their favorites regardless of what was happening in the outside world and regardless of whether that meant they were shortchanging their viewers. They were on autopilot.

Actually, it was not just laziness at all. We have evidence that this was a conscious decision on the part of the news networks:

While “Donahue” does badly trail both O’Reilly and CNN’s Connie Chung in the ratings, those numbers have improved in recent weeks. So much so that the program is the top-rated show on MSNBC, beating even the highly promoted “Hardball With Chris Matthews.”

Although Donahue didn’t know it at the time, his fate was sealed a number of weeks ago after NBC News executives received the results of a study commissioned to provide guidance on the future of the news channel.

That report–shared with me by an NBC news insider–gives an excruciatingly painful assessment of the channel and its programming. Some of recommendations, such as dropping the “America’s News Channel,” have already been implemented. But the harshest criticism was leveled at Donahue, whom the authors of the study described as “a tired, left-wing liberal out of touch with the current marketplace.”

The study went on to claim that Donahue presented a “difficult public face for NBC in a time of war……He seems to delight in presenting guests who are anti-war, anti-Bush and skeptical of the administration’s motives.” The report went on to outline a possible nightmare scenario where the show becomes “a home for the liberal antiwar agenda at the same time that our competitors are waving the flag at every opportunity.”

And wave it they did. Just as a refresher, let’s recall how the networks actually ended up covering the war:

Networks quickly scrambled to give names to their war coverage, with corresponding graphic logos that swooshed and gleamed in 3D colors accompanied by mood-inducing soundtracks. CBS chose “America at War.” CNN went with “Strike on Iraq.” CNBC was “The Price of War,” while NBC and MSNBC both went with “Target: Iraq”—a choice that changed quickly as MSNBC joined Fox in using the Pentagon’s own code name for the war—“Operation Iraqi Freedom.” The logos featured fluttering American flags or motifs involving red, white and blue. On Fox, martial drumbeats accompanied regularly scheduled updates. Promo ads for MSNBC featured a photo montage of soldiers accompanied by a piano rendition of “The Star Spangled Banner.” All of the networks peppered their broadcasts with statements such as, “CNN’s live coverage of Operation Iraqi Freedom will continue, right after this short break.” Every time this phrase came out of a reporter’s mouth or appeared in the corner of the screen, the stations implicitly endorsed White House claims about the motives for war.

The networks also went to pains to identify with and praise the troops. Fox routinely referred to U.S. troops as “we” and “us” and “our folks.” MSNBC featured a recurring segment called “America’s Bravest,” featuring photographs of soldiers in the field. Regular features on Fox included “The Ultimate Sacrifice,” featuring mug shots of fallen U.S. soldiers, and “The Heart of War,” offering personal profiles of military personnel.

Much of the coverage looked like a primetime patriotism extravaganza, with inspiring theme music and emotional collages of war photos used liberally at transitions between live reporting and advertising breaks. Bombing raids appeared on the screen as big red fireballs, interspersed with “gun-cam” shots, animated maps, charts and graphics showcasing military maneuvers and weapons technology. Inside the studios, networks provided large, game-board floor maps where ex-generals walked around with pointers, moving around little blue and red jet fighters and tanks.

“Have we made war glamorous?” asked MSNBC anchor Lester Holt during a March 26 exchange with former Navy Seal and professional wrestler turned politician Jesse Ventura, whom it had hired as an expert commentator.

“It reminds me a lot of the Super Bowl,” Ventura replied.

Never mind all the dead people and the hundreds of billions of dollars flushed down the toilet.

This article has more about NBC’s directives in the run up to the war. Disgusting.

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