TRUTHOUT– Media justice organizers at the Center for Media
Justice (CMJ) and MAG-Net have recently produced a brilliant campaign
plan (“The Campaign for universal broadband”) to win three policies
crucial for just and democratic communication: network neutrality,
universal broadband and universal service fund reform.
Considering the
renewed struggle required to win these goals, and to protect them
afterwards, two questions seem particularly important. First, to win
media access rights, social justice movements need media access.
So, how
do we get the kind of access that can allow us to succeed? Second, as
net neutrality and universal broadband are not ends in themselves, but
rather the means to enable a just and democratic media system, who
should produce that system? Open access to a media system controlled by
the status quo will not provide the necessary means for disadvantaged
communities and social justice movements to change power relations.
To win and protect the three central policies of the
MAG-Net plan, media justice movements must have allies at radio and TV
stations – the leading sources of news for most people, especially those
without the Internet (Pew
Center for People and the Press). Mainstream commercial channels
will not provide that access as they are also agents defending corporate
power and driving social justice movements to the margins. So, what
about public media?
The problem is that too often public broadcasting
outlets have boards populated by elite and corporate representatives,
who historically have used their power to filter out the very
perspectives we seek to extend. However, a movement of active publics
could restructure governance at public media and demand democratically
elected boards. This change could enable representatives from diverse
communities to make decisions about programming and provide new access
for marginalized and oppressed social groups to shape and produce
content, self-organize and build just social relationships.
So, like network neutrality and universal broadband,
should social justice movements also consider control over public media
to be a racial and economic justice issue? In the effort to constitute a
just and a ubiquitous public media system, should a high priority be to
demand direct, democratic community governance of publicly funded
outlets, especially local NPR and PBS affiliates? Though flawed, badly
funded and commercialized, CPB outlets are the material of an existing
system that could – if under community control – be a new means for
self-organization by diverse publics.
What do you think the priority is or should be for
synergizing isolated community print, online, radio, PEG and other media
producers into a new public system – creating a publicly controlled,
radically reorganized, public media system that could enable social
justice movements to change social conditions?
There are excellent reasons to conceive of network
neutrality as a social justice issue. The Center for Media Justice made
particularly important contributions to this understanding with their
document “Network
Neutrality, Universal Broadband, and Racial Justice,” as did CMJ’s
Malkia Cyril and co-authors Joseph Torres and Chris Rabb with their
statement,
“The Internet Must Not Become a Segregated Community.” Both works
powerfully clarify that the Internet system envisioned by corporate and
state officials would create first- and second-class Netizens. As the
net neutrality struggle continues to demonstrate, diverse publics must
communicate and act on their own behalf to establish and preserve a
policy for digital technology based on equal access.
However, marginalized communities must not hope that a
neutral Internet will build a media system to meet their needs. It is
time to give up any remaining illusions of technological determinism.
There is no political orientation inherent in technology – not even a
neutral digital network. Only the creative labor of our communities and
our movements can produce the spaces we need to collaboratively create
new understandings of ourselves and our purposes; to communicate,
coordinate and act. Lacking creative action by our communities and
movements, universal broadband would only enable widespread access to a
system dominated by the same corporate and racist forces that dominate
the current system. After all, war and injustice continue irrespective
of Facebook, Twitter and Digg. Though perhaps it seems obvious, it is
crucial to remember that it was primarily the culture of the producers –
not the users – that shaped the Internet medium (Castells, The Internet
Galaxy, 2003).
Historically marginalized communities now, at this
crucial juncture, could wield power as producers to shape the Internet
into a new media network to increase equity in media access and
political participation. Movements for media justice could struggle to
develop the Internet as a platform where marginalized communities can
speak to themselves and to wider audiences.
As the CMJ’s statements on network neutrality and
universal broadband remind us, social justice movements cannot simply
trust professionals employed by either corporations or the state to
decide which social groups get broadband access or what digital content
we can access once online. That same critical logic applies to control
over public media and public news production. Unfortunately, it is
evident that professional journalists and their allies are organizing to
create a revitalized public media system that they, state officials and
corporate, elite, station trustees will largely control with little or
no role for historically marginalized communities as decision makers or
as content producers.
Professional news models of production are collapsing
– or rather transforming. Professional journalists themselves are
engaged in a desperate struggle to maintain their social position as
elite interpreters of daily life through controlling access to the
occupation of reporting. As professional journalists seek to reconstruct
their gatekeeping authority over online news production, they are also
rebuilding barriers to access that historically excluded people of
color, the poor and working classes, political dissidents, LGBT
communities, and other groups. In short, virtually every emerging model
to “save journalism” presented by commercial – and public – media
professionals (as well as some academics) reproduces old hierarchies
that exclude disadvantaged communities from decision making.
For example, in December of 2009, the Federal Trade
Commission (FTC) held a workshop deep within the beltway titled “How
Will Journalism Survive the Internet Age?” These meetings attempted to
make sure that journalism’s future will be market based. Of course, when
market forces shape news production they inevitably shape the content
and the political meaning of news. Renowned journalist Edward R. Murrow
acknowledged as much when he warned, if “news
is to be regarded as a commodity, only acceptable when saleable, then I
don’t care what you call it – I say it isn’t news” (Speech to the
Radio and Television News Directors Association (RTNDA) convention,
Chicago, 10/15/1958). Murrow’s concern over corporate influence on news
did not seem to be shared by the many FTC participants, who, instead,
struggled to find ways that the government could help shore up the
declining commodity value of news.
Even a workshop panel that explored noncommercial
options, “Public- and Foundation-Funded Journalism,” (starts at about
the 1:18:00 mark
here; transcript starts at page 23 here) raised little
criticism of corporate influence on news production. Perhaps
unsurprisingly, the panel also displayed some of the same exclusions
that media activists have critiqued for years, namely a lack of
diversity: seven white men, two white women, and one male of color. This
translates to 90 percent white, 80 percent male. Lacking
representatives from disenfranchised communities, and entertaining no
questions from the audience, there was almost no consideration of the
issues important to historically marginalized social groups. It was
almost as if the panelists had never read the Carnegie Commission report
that founded public broadcasting and were unaware of the central role
it defined for such groups. The Carnegie report called for a system that
will “bring into the home” people’s “protests”; “provide a voice for
groups in the community that may otherwise be unheard”; “increase our
understanding of the world, of other nations and cultures, of the whole
commonwealth of man”; and “help us to see America whole, in all its
diversity.”
This is not to say that the word “diversity” was
missing from their vocabularies, but that they used the word in
restricted ways. The panelists did support a greater diversity of
audiences and content. Panelists also advocated for “technological
diversity” and the need for government money to fund it, as well as the
need for new productive relationships with software developers. But
never did they consider the possibility that the diverse communities
they view as audiences also have a legitimate role to play making
decisions about public media. Nor did panelists consider opening up new
productive relationships – and, thus, career paths – to historically
marginalized communities.
There was a little critical discussion about the
influence of powerful commercial or state funders, but there was
virtually no discussion about the difficulty of making journalism
accountable to diverse publics. Instead, some of the most powerful
representatives of journalism on the panel argued that the old system
simply “worked,” and all that’s needed is more public money for
journalists and technology. The best kind of accountability, they
claimed, was for journalists to govern themselves using professional
ethics and a strong “firewall” between the newsroom and funding.
To most of us, a firewall is that impenetrable metal
barrier that protects the driver and passengers in a car from a
conflagration in the engine compartment. There is no such physical
divide when it comes to news production, as evidenced by decades of
academic research, the work of groups such as Fairness and Accuracy in
Reporting and common experience. Instead of the mythical firewall, a
more honest depiction should acknowledge a historic and ongoing social
struggle among publishers, journalists, designers, and powerful sources
to shape the news to their own vision. Lacking power, disadvantaged
communities are largely excluded from this struggle.
Panelist Jon McTaggart, the senior vice president
& COO of American Public Media (producer of NPR’s MarketPlace),
said, “I think that any serious news organization has a fire wall in
place where organizational funding is certainly distinct from the
activities of the journalists themselves.”
NPR President and CEO Vivian Schiller went farther
and argued that firewalls truly do provide genuine accountability:
“Advertising subsidizes the newspaper and all commercial media. You
know, does that mean that newspapers have pulled their punches about
those advertisers? Certainly not.” Astoundingly, she even claimed that
there has never been “any instance in the history, at least, of NPR
where a story has been slanted or, you know, favorable to a foundation
funder.”
Eric Newton, vice president of the journalism program
at the Knight Foundation, also argued that the old system successfully
held commercial news media accountable. “It’s about professional ethics.
And one of the great things about the commercial newspaper industry is
how many hundreds of major newspapers have fantastic codes of ethics
that they do hold each other accountable for and the professional
organizations and journalism schools do hold them accountable.” He even
made false and misleading claims that libraries and schools rely on
professional ethics and self-governance to be accountable to their
communities. Citizens in voting booths looking at their ballots may
disagree. Publicly elected boards often govern public libraries and
schools.
Even Josh Silver, executive director of Free Press,
did little to challenge the clearly self-serving assertions raised by
news producers and industry representatives, but, instead, reinforced
their frames and ideas. For example, his statement, “we have to know
that the firewall is rock-solid” accepts that firewalls could actually
be “rock-solid,” that professional ethics and best practices could truly
be a concrete substitute for public participation. Other statements he
made further reinforced a conceptual division between expert
professionals and the public, this time casting the FTC participants as
legitimate decision makers over community needs: “[W]e need to figure
out … what do communities really need” so that “we” can “really engage
the public.” Who is this “we” that stands apart from the public, yet
decides what that public truly needs?
As the only representative from a media activism
movement on the panel, Silver should have defended public participation
in the public media system. Instead, Silver’s only suggestions for
“structural change” were for better ombudsmen, a different appointment
process for CPB board members and an abandonment of the appropriations
process. But as none of these ideas expose professionals or officials to
any meaningful consequences from diverse publics, these ideas would in
fact continue to structure public media as a domain of elite control.
These changes would, he said, help to insulate public media from too
much politics – and on this point he has it all upside down. After all,
limiting decision making over public media to officials and insiders is
to ensure that it is their political culture that will shape the medium.
Should not media justice and democracy activists instead increasingly
expose public media to the politics of economic and racial justice and
democratic participation?
We need a media system that is partial to justice and
the health of our communities. The media justice community and its
allies need to critically analyze proposals to remake public media –
most importantly those from the Knight Foundation and from Schudson and
Downie. Despite the claims of media professionals, industry reps, and
some academics, we cannot leave the development of public media to their
expertise alone. Professional journalists, corporations, and state
officials seem poised to produce a system that represents the
relationships they need – not what marginalized communities and social
justice movements need. They will give us a marketplace of their ideas
and call it just.
(This article was published 4/12/10 as an op-ed at
the Editor
& Publisher web site.)
Article by Scott Owens and James Sanders

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