out of touch in the wonk community

I know they mean well, but earnest policy types really need to get their heads out of the clouds or out of their policy papers or out of their own rear ends and take a good hard look at the deeply inhospitable media terrain in which they operate.***

On Sunday, Michael Signer published a piece in the WaPo that was picked up by a bunch of bloggers, and which he followed up with a post on Democracy Arsenal. Upshot: the media ought to cover the candidates’ positions on foreign policy more than it does, because foreign policy is very important.

Well, duh. Everyone knows that.

What we don’t know is how to make that happen in a cultural moment and environment in which the news media has taken a sharp turn away from any kind of hard news coverage and when audiences seem to long for a 24/7 diet of sensationalized entertainment.

We no longer have time to argue about whether or not this is what they indeed long for. Even if audiences wanted enlightenment rather than distraction, the train has left the station. Network and cable news organizations no longer talk about offering the news as a public service; they brag about their audience numbers. (And media critics often join in the horse race coverage.)

Media and news executives long ago came to the conclusion that unless there is breaking hard news that threatens to interrupt life for our nation, what we the audience really want in the “news” is reality-based distraction: fluff, drama, conflict, horse-race coverage, consumer news we can use, crisis-management advice, and stirred emotions. (It’s true that if it bleeds it leads, but we don’t want a diet too high in blood and guts.)

On this blog, I have spent two years elaborating the thesis that the most effective way for the “push” visual media (TV networks and cable channels) to reach a vast, diverse population (and electorate) under the current cultural conditions (which coincide with a time in the evolution of media when we’ve changed from a mass audience into a “mass of niches” audience) is through an effective combination of information and entertainment: infotainment. (Soft news works to get across some kind of information to “low-information” voters; the scholar Matthew Baum has written a book about it and continues to do research in this area.)

My suggestion is simple: Go with the flow. Don’t fight the trend against hard news.

Improve the quality and the information density of soft news. 

Whether your goal (like Signer’s) is to keep people informed about the foreign-policy issues that might affect them or your mission is to get more people interested in the wider world beyond their immediate environment (which is my obsession: it drives me crazy that Americans are so ignorant), it is long past time to stop criticizing the media for what it doesn’t do.

It is time to find effective ways to use the media—or to create your own media channels—to get people to pay attention to your cause.

I’m not saying this is the optimum situation. I would certainly love a more seriously informed electorate. Absent that likelihood (throughout history, most people have been ill informed; there’s no reason to believe that our generation is any different—who doesn’t love recess more than school?), it would be much more productive to work with what we have. And make it better for everyone.

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*** Here are some questions for Beltway-and-beyond policy wonks: Have any of you—especially those of you who sit in front of a computer monitor all day long—taken a look at TV lately? at what TV calls the “news”?

Have you watched Charlie Gibson or Katie Couric or Brian Williams for a week? Have you caught one of Keith Olbermann’s Special Moments of Stupidity? Have you listened to Bill O’Reilly rant and rave? Have you glimpsed Larry King puffing up Rudy Giuliani one day and Michelle Obama the next? Have you seen the “ladies” on The View go at it over politics? Have you tuned in to Stephen Colbert, Jay Leno, Jon Stewart, Jimmy Kimmel, David Letterman, or Conan O’Brian? to Oprah? Dr. Phil? Judge Judy? Regis and Kelly? Ellen?

I understand that it’s beneath you to watch a lot of this stuff, but this is what you’re competing against when you want to get “foreign-policy matters” in front of the American people.

Rather than cluelessly belabor the obvious, it would behoove you to understand that this is how passive, “low-information” Americans (those who depend on TV for their “news”) learn about “the issues.” This is the stuff people watch, when they’re not watching American Idol, Dancing with the Stars, etc.

Foreign policy matters—unless they are sensational or catastrophic—cannot possibly compete against this stuff. Instead, TV reduces every “issue” to a hysterical “he said, she said” debate and every public figure to a caricature.

That’s reality. We can’t wish it away. What those of us who care about foreign policy issues should do is learn how to operate effectively in this environment.

I’m not suggesting it will be easy. But if Barack Obama can get and hold people’s attention, maybe there’s hope.