By Norman Solomon
The most renowned media critics are usually superficial and craven. That’s because -- as one of the greatest in the 20th century, George Seldes, put it -- “the most sacred cow of the press is the press itself.”
No institutions are more image-conscious than big media outlets. The people running them know the crucial importance of spin, and they’ll be damned if they’re going to promote media criticism that undermines their own pretenses.
To reach the broad public, critics of the media establishment need amplification from . . . the media establishment. And that rarely happens unless the critique is shallow.
The exceptions can be valuable. The New York Times publishes articles by a “public editor” -- an independent contractor whose “opinions and conclusions are her own” -- and the person now in that role, Margaret Sullivan, provides some cogent scrutiny of the newspaper’s coverage.
But on the whole, the media critics boosted by big media -- inward-facing ombudspersons and outward-facing journalists on a media beat -- have been conformists who don’t step outside the shadows cast by the institutions paying their salaries. And they’re not inclined to question the corporate prerogatives of other media firms; people in glass skyscrapers don't throw weighty stones.
A year ago, the Washington Post, then still under the ownership of the Graham family, abolished the ombudsperson job at the newspaper after four decades of filling the position with a rotating succession of seasoned -- and conformist -- journalists. The change was a new twist in a downward spiral, but it wasn’t much of a loss for readers.
The Post’s first ombudsman, who took the job in 1970, went on to many years of management roles for the Washington Post Company and then returned to being the ombudsman in the late 1980s. During his second act, he wrote columns denouncing the Newspaper Guild union that was in conflict with the company -- while he praised the firm’s management.
In sharp contrast, the best media critics are truly independent. And so, they’re rarely seen or heard via large media outlets.