Fox Nation, another expansion of the powerful FOX brand, promotes itself as a site where all opinions are welcome, although the predominant voices seem to be believers in a conservative political philosophy punctuated by anti-administration diatribe, fear mongering and occasional bigotry. This is social media, and one does not have to listen long to Fox Radio to hear promotions for this affinity site — listen to us and if you believe in what you’re hearing, you’ll want to join the discussion at Fox Nation.
But the question is when does fair and balanced news reporting become the bulwark of a political affinity group? It’s not whether this is good, or ethical under some sort of academic standard alone, but is the audience being served (happily) or misused?
It is an honest question for debate for it is changing the way people in this country see, listen, hear and relate to their news. Not so many years ago the major networks were all pretty much the same – bland and apolitical. Owners under the rules of the FCC stuck to rules governing fairness, standards and practices. That’s long over.
Do audiences appreciate this new symbiotic relationship between news and bias, news and punditry and opinion? Is this a natural growth progression of a huge network’s business covering the news, and how is it possible that this does not cross journalist lines of independence when its social media component strives to become a politically charged entity, something that actively promotes further national division and societal discord?
Just as the cablers seem to be in a race to carve out their space along the political spectrum, FOX representing talk-radio-right and MSNBC securing its place as talk-radio-left, there seems to be a new phenomenon of converting audiences into political armies. Fox Radio is now heard soliciting its listeners to join the “Fox Nation” in order to be a more effective force for change.
What’s different is the blurred line between reporting the news, especially if it purports regularly and routinely to be the epitome of fair and balanced as its brand, but then uses those same broadcasts to appeal directly and solely to a specific political leaning. It seems expectable that those who register will be parsed and shared with campaigns and PACs, and there are few, if any, limits to how those individuals will be culled and contacted in the environment of social media.
Is there a line and has it been crossed? Should a national news voice use its power to effect political change in the contemporary environment, and if so, does it need to be more clearly disclosed? Or is it obvious?
Is it too much for a program host to attend a political rally? Or tell listeners specifically where a rally is planned? Sean Hannity has done both even encouraging his audience to attend if they share his political beliefs. But is his show even news or is it a talk show about contemporary events? And if it is just that, then he is not subject to the long-established rules guiding journalists and journalism?
There are many who believe FOX News presenters share a conservative bias. There are even sites which are hyper-critical of Fox News, notably Media Matters which catalogues what it perceives to be daily examples of misreporting and misinformation. In fairness to Fox News and its president Roger Ailes, FOX does draw a line between its news presenters and talk show personalities. For instance, on election nights the network’s most prominent show hosts, including Sean Hannity and Bill O’Reilly, are not utilized as anchors but rather as commentators separating fact from opinion. It may be a thin line, but it is a line that is crossed most notably by Keith Olbermann on MSNBC who is offered to the audiences doing both dispensing news and commentary within the same program.
Fox News self-promotes itself as the “new media” and seeks to differentiate itself from all the other networks, decrying them as “mainstream” and old-fashioned, horribly out of touch with their audiences who purportedly are crying out for better reportage. FOX News is not alone; each night John Stewart and Steven Colbert do much the same – making fun of the traditional models in satire and skits.
FOX News is a brilliant, contemporary business which may understand audiences better than any of its competitors. It has cast off the traditional model of informing and instead has grasped the higher levels of communication theory, specifically to persuade audiences to think as it does and even, at the highest level, to motivate audiences to think that they had the ideas originally.
There is an open question: when does mixing news reporting with social media cross a line of independence, when does reporting with any bias become a self-fulfilling prophecy? Is it OK for established news casts? What about for an organization without a formal news organization, for instance Google, which is offering corporate customers the opportunity to advertise on programs specifically created about their business and its audience appeal? Is that news? Is that propaganda? And once you start producing custom content for a specific purpose, business or government, when does it end, and how will the audience recognize the difference? When does currying to an audience go too far?
The issue is – if that happens, then they will cover only news that interests their audience, or that their audience already believes in? What happens to other viewpoints and under-served communities? Will those voices be hear or be subjected to ridicule? Is that a danger today with FOX Nation – where it says all opinions are welcomed… but are they?
The question is simply this — other than in paid and disclosed advertising, should the cable airwaves or the public channels be used to actively promote a political party or belief? Does the audience care, should they? Should we care on their behalf? On that last question alone I believe the answer is an absolute Yes!