Making Connections

In March, conservative uber-strategist Grover Norquist of Americans for Tax Reform launched the Media Freedom Project. This new group is the latest entry in a three-decade-long contest between the progressives who want to protect and extend First Amendment rights to freedom of speech and those on the right who view unfettered expression as a danger to the established corporate order.

The Media Freedom Project's first press release, "The Return of the Re-Regulators," warned that Democratic efforts to reinstate the Fairness Doctrine "could mean the end of popular talk show hosts such as Rush Limbaugh, Sean Hannity and G. Gordon Liddy." (See "Fairness Now.")

The Media Freedom Project's priorities show why the Fairness Doctrine, which compelled FCC-licensed broadcasters to "afford reasonable opportunity for discussion of conflicting views on matters of public importance," is sorely needed in what commentators like the Media Channel's Danny Schecter are calling a "post-journalism era."

Decades-old journalistic standards of "objectivity" -- and even its less-learned cousin, "balance" -- are on the ropes. Paid political operatives posing as bloggers are taking down journalists like Dan Rather, while progressive "citizen bloggers" expose faux-reporters like Jeff Gannon. (See "The Blogosphere: Insiders vs. Outsiders.") The federal government is filling the airwaves with "video news releases" and hired pundits like Armstrong Williams. (See "The GOP's Quest for Color.") Meanwhile, a study by the University of Pennsylvania's National Annenberg Election Survey revealed that young people who regularly watch "The Daily Show" are "more likely to answer questions about politics correctly than those who don't."

How the Conservatives Came to Dominate

The story of how conservatives have reshaped the media to their own ends has generated plenty of ink. Fairness and Accuracy in Reporting (FAIR) founder Jeff Cohen, Salon's Joe Conason and The Nation's Eric Alterman have all written convincingly and at length for both mainstream and progressive outlets about how right-wing media has come to dominate the national debate.

Reformed conservative David Brock explains in The Republican Noise Machine that tarring the mainstream media as "liberal" was the first step in the conservative campaign to dominate the airwaves. Founded in 1969 by anti-communist economist Reed Irvine, Accuracy in Media (AIM) was set up to support President Richard Nixon's Vietnam policies by mobilizing opposition to "liberal" bias in the news. "Irvine was practicing a form of jujitsu" writes Brock. "Seeing itself as a public trust, the media was responsive to calls for accountability and was highly susceptible to criticism." Dan Rather was one of the group's targets during that era and has remained so to this day. AIM mocked his patriotic final broadcast as an "extreme makeover."

Inculcating fear of conservative disapproval in the mainstream press -- and a consequent alienation of advertisers and viewers -- has been the lynchpin of the conservative strategy. It set the stage for the creation of a conservative media machine. In an effort to shift public discourse to the right, conservative foundations, right-wing donors and corporations worked together to create multiple organizations that in turn generated think tanks, issue-based nonprofits and conservative media outlets -- all with their own highly paid and well-coached "experts." Then, the right, ever more loudly denouncing the biased "liberal media elite," inserted these newly minted experts into a mainstream media that was now on the defensive and vulnerable to manipulation.

The goals of the conservative media strategy are multiple and overlapping: to protect business interests, elevate a free-market philosophy, advance a frame of "family values," promote U.S. political dominance, and counter popular movements for civil, women's, consumers' and gay rights that were gaining prominence in the late '60s and early '70s. The traditional Republican right found ready allies in leaders of the Christian right like Pat Robertson, who in 1960 founded the Christian Broadcasting Network, which by the late '70s reached millions of viewers and regularly featured prominent conservatives.