Mainstreaming the Media Movement

The University of Wisconsin has a long history as a center of dissident culture and alternative perspectives. In the '50s it was an oasis of free thought in a state that sent Joe McCarthy to the Senate. In the '60s, new left intellectuals published "Studies on the Left" and mounted some of the era's largest anti-war protests.

So it not surprising that a major media reform congress will be hosted at the university's Madison campus this weekend. The timing could not be better; the demand for media reform has risen to a level never before seen in American public discourse.

0Few of us in the media reform movement foresaw that ownership issues would touch such a deep nerve or galvanize such a widespread response. The popular outcry against a proposed Federal Communications Commission rule change mobilized nearly three million Americans opposed to the further dismantling of media ownership rules. Capitol Hill observers say this issue has been the second most discussed item by constituents in 2003, trailing only the war on Iraq.

This is the new phase of the popular campaign for media reform, and a sign that the historical concerns of those attending this weekend's conference have crossed political divides to capture the interest of many. The challenge now before those in Madison is how to reach this politically diverse population and further engage them in the reform movement.

Reflecting the Masses

The conference brings together an impressive array of media activists, professionals and educators. Thousands are expected to hear Bill Moyers' keynote address and participate in panels, cultural events and screenings. Media historian Robert McChesney and journalist John Nichols, who launched the organization Free Press, deserve praise for leading this event. The Media Education Foundation has provided organizing muscle. The list of speakers includes the two Democratic FCC commissioners, several members of Congress, media analysts, journalists and activist musicians.

Upon scanning the full list, though, we can't help but notice that the bulk of those attending represent one part of the political spectrum -- the slice occupied by progressives, Democrats, and left-leaning independents. Yet, ironically, the largest single constituency (more than 300,000) to resist the FCC rule change was organized by an icon of the right, the National Rifle Association. The NRA feared that the change would usher Big Media's alleged anti-gun agenda into local media markets. Others on the right equated Big Media with Big Government and responded with conviction against the change. Who at this weekend's conference is speaking to their concerns? More to the point, how are we including those beyond our established constituents to sound a unified call for media reform?

The last six months have seen traditional foes often speaking a common language on the media. In this respect, the battle has been joined, but it has not yet been won. It now falls upon reformers to reach out and include more Americans, whether conservative or liberal, in the campaign.

This is most critical now as we head into an election year. Despite expressions of congressional disapproval with FCC actions, lobbyists of moneyed media corporations can throw their weight around to get their way. The Bush administration has already warned that it will veto any substantive media reform bills. By mobilizing a broader base in 2004, we can exert deeper pressure upon politician-candidates seeking to champion a popular (and multi-partisan) cause.

Testing Mainstream Waters

In our tactics, we should learn from an unlikely model: Fox News. Some activists tend to pick on easy targets like Fox and let the rest of the networks off the hook. It might be more useful to understand how Fox built its brand and audience, and consider lessons learned from their marketing achievements.