More than half the time I conduct interviews, the episode concludes with the interviewee saying one of two things (actually the same thing in two different ways):
- “Make me look good, now!” And yes, most of them add the “now;” this is the South, you know.
- “Please don’t make me look stupid”/“like a hillbilly”/etc. For the record, I’ve known quite a few hillbillies, and they’re mostly fine people.
I have told many people, and now announce to all: it is not the job of the media to make anyone look good, or to make them look bad.
Here, of course, I have to acknowledge that some media think that’s exactly their job. Cable news has almost ceased to be news any more, preferring punditry to journalism. Even in our own area, if you review recent controversies (Rock the South relocation, Morningside rezoning, “Project X,” etc.), you’ll find folks who either avoided dealing with certain controversies completely, or repeatedly presented sanctified images of one side of the issue through what were little more than ads designed to look like interviews and news items.
But, whether certain people, corporations, and networks play by the rules or not, still it is not the job of the media to make anyone look good, or to make them look bad.
If you want to look good, do good
The job of the media is somewhat forensic: to gather evidence and present it accurately, so that other people can make informed decisions of their own about what’s good or bad. I tell interviewees, “If you’re doing good things, you make yourself look good; and we’re just there to point it out. But if you do bad things, we’re going to point that out, too.”
Bad news stories are difficult to write but, if it’s news, it’s our job to write it. What helps us keep our heads on straight when the bad news comes are the good news stories we get to do. Charities helping the needy, students making great achievements, recounting and recognizing the deeds of our war veterans, and other subjects delight us greatly. But being only sunshine and rainbows is simply not an option for a real journalist, just as it’s not an option in the real world we live in.
Controversy breeds opposition and downright meanness
If you’re in the middle of a controversy, you’re going to have opponents, even if your cause is noble. Given the right controversy, you could have a lot of opposition and find yourself holding a minority opinion. And, thanks to social media and the power of the anonymous keyboard warrior, your opponents can be noisy and even abusive. There’s no valid excuse for that, but you know it happens.
In covering controversy, it’s the media’s job to present both sides. If I cover only one side, I’m not a journalist; I’m at best a publicist, at worst a propagandist. If I publish your statement and include a quote from someone who thinks you’re nuts in the same article, I’m not conspiring against you. I’m doing my job.
Sometimes, though, we may present a lopsided story on a controversy, but it’s often because we have lopsided data. A person involved in a recent controversy complained to me that they felt the Tribune was against them. It would be interesting to review their phone log and see how many of our calls went unanswered and unreturned during that time.
If you won’t talk to us but your opponents will, don’t complain that your position is under-represented. We’re not under-representing you; you’re under-representing yourself. And we don’t hate you; we just have to use the information we have.
Please understand that bad news happens, and we will report it. We want to report good news; we look for it. Good news stories are a joy and, for that reason, they’re generally easier stories to write.
We invite, encourage, and implore you to make our jobs easier.
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