| The Federal Communications Commission
is not alone in worrying about television stations that air corporate
advertisements masquerading as news stories. In fact, the FCC requires that
broadcast stations disclose the corporate backers of "video news releases" or
face a maximum fine of $32,500 for each violation. Enough violations and a
station could lose its license. The FCC sets out a clear policy: All outside
news reporting must be identified, disclosing the source of any video news
release aired on a news program. There are occasional declines. A nonprofit consumer watchdog group reported to the FCC that 77 stations broadcast video features about products from 49 companies without pointing out that they were produced by public relations firms representing these corporations. Public relations firms have one goal: to make their video news releases look as if they are legitimate news reports, not propaganda. However, PR-produced video news releases merely are the tip of the iceberg. Ever since newspapers began, special-interest groups have tried to influence the quality and quantity of the news printed. Often, in exchange for advertising revenue, newspapers would print glowing stories of their sponsors and suppress any news that might hurt their heavy advertisers. Those without the ability to inform the press, either through news releases or contacts usually are ignored unless they commit a crime or act in attention-getting ways. For most of the 20th century, women and people of color found it almost impossible to break the special-interest news barriers. Their stories were ignored unless there was a sensational or unique element. Usually, though, items concerning these minorities required an enormous wrongdoing, such as the murder of someone in the white community or some attack on the status quo that threatened the peace and quiet, as well as the productivity, of a neighborhood. There have been splendid exceptions, but not many. One reason the Hispanic news media has been so successful is that it caters to its audience in the same manner all media does. While its bias may seem different, it actually is the same bias all media has: an overwhelming concern to keep its supporters happy. So, while the hue and cry over PR-created video news releases are well and good, they really do not attack the problem of biased news, and appeals to a specific group that shares the same prejudices and concerns about the present and future. All of this is one key reason Americans so often are surprised when the news outlets are forced to report stories that do not please advertisers or consumers. Better to continue, when possible, a steady supply of news about the latest celebrity baby or yet another piece about sex offenders or restaurant health violations. |