This post is one of a continuing series of summaries I am creating regarding the sessions I attended of the National Conference for Media Reform in Memphis, Tennessee. Much more information about the conference, including audio of all of the sessions (and video of many) can be found at Free Press.
The academics that spoke at this particular session (“Media Scholars’ Policy Research Review”) were proof that academics (the people and their topics) can be exciting.
Mary Kaplan is the associate dean of the USC Annenberg School for Communication, as well as the founder and director of the Norman Lear Center. Kaplan has focused his research on the content and regulation of local television news.

The Lear Center studies “entertainment.” Broadly defined, this is the “attention economy” which is no longer a separate economy from anything else. Entertainment has expanded like an empire to consume all other activities. Media and journalism are mere branches of entertainment.
Kaplan reports on research establishing that local TV news is, by far, the most important source of news and information for Americans. Almost unbelievably, 65% of Americans say that local television news is their number one source of information.
I write “unbelievably,” based on the widespread lack of serious news content. The fluff of local newscasts drives me to distraction. See an earlier post on local TV news at this site. Kaplan is troubled that most of the content of local news is “soft.” News directors of TV stations have repeatedly told Kaplan that covering politics and public affairs is “ratings poison.” As a result, “earned media” for politicians doesn’t exist anymore. Almost all media covering politics is now “paid media.”
In 1974 study showed that only 2.5% of election cycle local news concerned the California governor’s race. In 1998, this amount of coverage fell to 0.45%. When the news directors were asked why they didn’t cover these important issues, they told Kaplan “it’s too hard.”
In 2000, the Gore commission regarding the Digital Age (this commission included the chair of CBS) convinced stations to pledge to spend five minutes each day covering candidates for the 30 days prior to each election. This pledge was voluntary and generally not monitored. Kaplan’s group did monitor 58 markets to see what they were doing in the month prior to the election, however, and found that the stations averaged only 74 seconds of coverage per night.
Kaplan describes this as the “stick.” The “carrot” is the Walter Cronkite Award, given by the Lear Center to stations that are doing an especially good job of reporting real news.
The statistics cited in this post are available at the Lear Center.
In 2002, the University of Wisconsin “Newslab” undertook an ambitious study. The group studied 10,000 broadcasts in the top 50 markets of the United States. The results showed that 6 out of 10 local television news programs in the top rated markets provided virtually no political coverage prior to the elections. For those that did provide coverage, horse race politics (reporting the polls) dominated substantive coverage four to one. Equally amazing for local “news” shows, 92% of broadcasts provided absolutely no coverage to the elections of state and local officials.
Susan Douglas teaches communications studies at the University of Michigan. She is also the author of The Mommy Myth (2004) among other books. Douglas argued that it is critical to know the history about how we got where we are in media. Corporations have excelled in obliterating history. Those that obliterate history have empowered themselves to create their own history (she jokingly referred to the history Channel as the “Hitler Channel”).

When it comes to media issues, Douglas argues that we need to combat the word “inevitable.” The problems with our media do not have to be the way they are. Corporations constantly drone that the market is a giant all-knowing Buddha that knows best, as if the market is the only way to run things.
Here’s the history: an alternative model had been in place prior to the 1980s. Corporations were seen as custodians of public airwaves. They could retain custody if they gave equal time to opposing viewpoints and if they provided public service programming. These obligations were enforced by the threat of license revocation (though licenses were not often revoked).
How did we get where we now are? Prior to 1980, Radio stations needed to reapply for their licenses every three years. Now they need we re-apply only every seven years. Public service requirements have now been suspended, even though this requirement enabled and inspired local filmmakers to report on stories involving local communities. The deletion of this requirement was the brainchild of former FCC Commissioner Fowler. The FCC also allows stations to increase the amount of commercials they ran per hour.
In 1985, cross-ownership started growing. In 1985, a station could own 7 AM stations and seven FM stations. TV station owners could not own newspapers in the same market. Those were the days. In 1992, a single owner could own 18 AM stations in 18 FM stations. In 1996, thanks to the Communications Act, “all hell broke loose.” (more…)