The Show Business of Politics
When it comes to contemporary media coverage of politics, some thinkers come up “the media malaise theory”, pointing out the public disenchantment toward the leaders and the institutions. In our visual society, politics build their image through television, playing with the boundaries of “infotainment”, satisfying people who watch news as entertainment. It is often suggested politics has become a minor form of show business, which is a vernacular term for the business of entertainment. Some people answer to this argument that all the voices should be represented in a democracy, which is the justification of the existence of some show business programs. The question to asked is then how should the media contribute to the functioning of a representative democracy. And how should the media position themselves between the state, the market, and the society. It can be wondered whether there is a risk of feeling more than thinking. This essay will consider the media-ization of politics and see to what extent the criticisms have been justified and how the system has responded. The responsibility of the media will be pointed out to understand to what extent the concept of the citizen has been replaced by the consumer. In the battle of “romantic pessimists” versus “pragmatic optimists”, it will be showed that some kind of regulations play the role of safeguards. To finish, evidence of ways to resist will be put forward since the medias are not the only to blame in the media-ization of politics.
In a way of thunking, it can be argued that politics has become a minor form of show business because of the media-tization of it. The signifiant role played by the media in contemporary Western politics raises the question of whether there is a crisis of public (or civic) communication. Defenders of democracy are sometimes pessimistic and point out the commercialization and the commodification of politics by the media, the rise of infotainment or the tabloidization of political leaders. In 1997, when Diana, princess of Wales died in a car accident caused partially by the paparazzi, the media coverage was massive. The way that the media dealt with this political figure was more similar to a way to deal with a pop idol. In the new publicity game, it can be wondered if there is still an ethic. Roles have shifted and politicians who are looking for the best visibility sometimes have to take part in some entertainment shows. In 2003, Blair appeared on MTV for his campaign regarding the war against Iraq. It can be stated that this strategy was good to reach some people who do not watch political programs but the debate is necessarily less interesting in this kind of situation as tough questions are just non existent. In a tabloid fashion, politics is sometimes treated by the media sensationally, including scandal, tending to “newszak” i.e. news converted into entertainment, degrading public discourse. It is inevitable that politics should be commercialized because it is the way that the media work: the change in the economics of media impacts change in politics. The media want to maximize their profit and their audience size: to achieve these goals and to not bore the audience they sometimes turn politics into show-business. Pseudo events become a prominent part of political news coverage, leading sometimes to the bias of the news. Politics is turned into melodramas. Exoo (1994, p.53) explains that political news are sometimes dramatized, pointing out “the horse race of preference polls”, “the handicapping of the race”, “the soap opera of attack, gaffe and scandal” and “the hoopla of pseudo-events and photo ops”. Murdoch’s motto could be sum up in five “s”: sun, sensationalism, sex, scandals… and more globally scandology. It can be wondered who chooses this system. The hegemony theorists state that television is an instrument of capitalist theory that is narcotizing diversion from the real world of serious problems. Marketplace democracy theorists think that popular culture is chosen by the masses because it serves their interest and their needs. Hegemony theorists consider that rather than being proactive, the public is reactive. He totally agrees with the fact that News Corporation is in the entertainment business. Politics is often closely linked to popular culture: Blair appeared on photographs with Bono or Galagher, said that he loved the Beatles, did a speech on Bowie’s music in 1966. He is perfectly embodying the concept of endorsement and typifying the belief that politics is becoming a minor form of show-business. The idea is that the popularity of these pop idols will rub off on politicians such as Blair. Politics is as well a reality show program on the internet now with the “youtubification of politics”. While entertainment influences politics, politics influences as well entertainment: a lot of authentic events has been the basis of numerous synopsis. Among them, The Queen (Frears, 2006), JFK (Stone, 1991) or W (Stone, 2008). There is as well an infiltration of media actors in politics such as Reagan, Berlusconi, or Stalone.
There is no correlation between news density and news quality. There are more and more publications but obviously it does not mean that the content has a better quality. The media still have to have a code of conduct when it comes to publishing some stories. They are sometimes accused or not being responsible enough, forgetting that they should perform different functions such as information provision, electoral mobilization or watchdog. Relaxation of regulatory regimes, consumerist decisions making, growing power of advertisers and big volume that journalists have to produce make sometimes the responsibility of the media vanishing. The freedom of the press have necessarily to be pointed out, but the media are still responsible about their content. The dilemma opposing consumer sovereignty versus public service reveals that some private channels consider that the viewer is king and that TV should serve the interest of the individuals. In a competitive market, some regulations are sometimes necessary to constrain the media to have quality programs. “The basic ingredients for the renewal of the policy debate over press regulation are still there: a competitive and shrinking newspaper market; journalists’ fascination with human interest stories; and public obsession with the lives of celebrities and elite figures” (Deacon, 2004, quoted in Kuhn, 2007, p.140). Hallin’s model theorizes where the debate can take place: he distinguishes the spheres of consensus, controversy and deviance. It is about how much the media are willing to talk about and how much the audience can handle. For instance, Diana’s last pictures has never been published in a magazine even if it is not true on the Internet since it is very difficult to monitor the internet due to its transnational nature, the amount of data uploaded and the diversity of the users. On one hand, it can be argued that popular news seeks to provoke and question power. But on the other hand, it can be wondered whether it is responsible to deal with politics in a show business fashion. The tabloidization of politics has damaged public life since entertainment removes the real question from discussion. Blumer and Gurevitch (1995, quoted in Kuhn, 2007, p.264) analyze what is the bad consequences of the poor responsibility of the media: “The watchdog role of journalism is often shunted into channels of personalization, dramatization, witch huntery, soap-operatics and sundry trivialities. It is difficult for unconventional opinions to break into the established “market place of ideas”, and political arguments are often reduced to slogans and taunts”. Politicians must accept to become show business figures if they want to introduce the system and to have the possibility to express their political views. So, it can be asked whether democracy is in danger. People tend to pick up what culture has already defined for them and understand politics with those ready made stories, without sometimes understanding how public institutions work. Exoo (1994, p.75) is quite pessimistic about the situation since “the relative deprivation of knowledge leads to the relative deprivation of power”. If some lower status group do not perfectly understand the ins and outs of the issue, manipulated by political marketing, they will be less able to vote as a result in their own interest. There are alternative perspectives of the media. Dahlgren and Sparks (1991, quoted in Wheeler 1997) explain that from a liberal point of view, there should be a free market, a self-regulation and the media should distract the people. From a marxist point of view, the media system is capitalist, non reformable and they have an opiate perception of entertainment. Communists are in favor of public ownership, they want a liberalization reform and prefer enlightenment to entertainment.
The bright side is that thanks to the growth of the media, new channels of communication has been opened up between politicians and the public. Politics is not only dealt in a “show business” way. The sources of information has been expanded while the diversity of content have increased and the access has been widened. The media raise important issues of public concern, communicating, informing and having an agenda-setting function. The medias sometimes publish some newsworthy stories relating to malpractice or corruption. It is as a result more and more difficult for a politician to manipulate the people and to hide some inglorious aspects of their life. In France, the CSA, “Conseil supérieur de l’audiovisuel”, a French institution regulates the various electronic media in France. More globally, public service broadcasting has the role to provide quality programs, it has an important democratic role in terms of its educational and information functions. Social values, quality, range and balance and diversity are according to Ofcom (quoted in Kuhn, 2007, p.177) the basic objectives of public service broadcasting. The CSA used to be a separate organ but now its president is nominated by the French president, which rises again the question of the link between the media and the politics. But the government has to work hard to dominate the news agenda. Sometime, they might even be satisfied that the medias took a show business standpoint so people will forget about more serious issues. For instance, in France, while all the newspapers were talking about the justice minister, Dati’s pregnancy, more serious issues such as the desperation of the examining magistrate were committed.
Some people argue that it is not that clear that politics has turned into show business. Brants (1998, quoted in Kuhn, 2007, p.271) states that while “we might see a slight tendency towards a popularization of news, there is little evidence that politicians and politics are dramatically more personalized and sensationalized than before”. According to him, a wide range of programs can be regarded as legitimate outlets for civic communication. Some kind of programs, such as chat shows may even be better than other more formal kinds of program in order to see what are the strengths and weaknesses of a candidate, considering that personal characteristics of a politician has to be considered as well during an election. Diversity in kind of programs and point of views should be the main criteria to judge quality of political journalism. Legitimate programs are not only the ones that are considered as mainly informational. A pessimistic argument would even be that lots of people will not even bother getting some serious informations about candidates during an election and will base their vote on non rational aspects, without even soliciting the media to get some information. That is why a wide range of programs are available, in order to inform, entertain and emphasis civic engagement. Nevertheless politics is about performance and politicians have understood very well that making image a key factor. Kennedy was the first politician who used the TV as a mass communication tool. He managed to be more popular than Nixon by working on his ‘young man in a hurry’ image and this is partly how he won the election. He is often compared to James Dean and the rumor states that he had a really close relationship with the glamorous Marilyn Monroe… Nowadays, it is totally common that parties and politicians market and package themselves, seeking to please the media. In an age where image is extremely important, political parties are often personalized into one single person who is highly exposed in the media. Foley (2005, quoted in Kuhn, 2007, p.204) calls this phenomenon “leadership stretch” to describe how political leaders have stretched away when it comes to popular awareness and media attention. It is almost like the politicians have no choice: they are public figures and as a result they are sometimes drawn in the show business sphere. Thatcher, leader of the Conservative party in the seventies, learnt with the media guru Reece how to come over well on television. The media-ization of politics benefits to the politicians since it often works as a leadership projection. Annual party conferences are well packaged and they have become “spectacles designed for the maximization of positive press coverages” (McNair, 2003, quoted in Kuhn, 2007, p.208). The politicians apply marketing strategies and performing personal branding. They accept and benefit from the system. But political marketing results in a couple of negative consequences such as the repetition of a single message rather than an engagement in a more global debate for instance. This is a toned down politics. It has to be wondered as well to what extent it is possible to talk about politics. For instance, in France, in 2008, Sarkozy’s divorce has been hugely covered my the medias. Some of them where accused to enter to far the private life of the president but they answered that the issue was political since the private life of a president has an influence on his professional life. If some people lost faith in the politics, it may be linked with the way that the media deal with politics. If we admit that there is a media-ization of politics, it might be a good thing. Far from a paternalistic pedagogy, different kinds of programs just sprang up and allowed all the voices to be heard. But pedagogy should not turn into demagogy. A liberal system is not a justification to mediocrity. Obviously, the media are not the only one to blame. The users should regulate their own usage of a medium and they should be more responsible. Fortunately, it is still possible to watch some quality programs that resists the flattening formula or other popular shows, especially since the growth of the cable and satellite TV. There are still some solutions to avoid this system i.e. alternative media or more globally alternative lives. Those counter-culture are a kind of micro power challenging authority.
There is no universal definition about the classification of infotainment programs or tabloid coverage. The frontier is then a bit blurry. As a result, perception, unlike reason, is the only mean to know how deep was the shift. It is then hardly possible to be precise about the extent of any alleged changes in the media’s coverage of politics. Media have become the main political arena. They are now the key institution of the public sphere and the quality of both are intimately linked one to the other. But the media are not the only parties involved in the public sphere: citizens have to act responsibly as well. One should not take as granted everything seen in the media, rather show business or more serious coverages. Like Baudrillard has stated, hyperreality – i.e. the incapacity of consciousness to distinguish reality from fantasy, is not reality. “Will they not take these shadows to be reality?” Plato asks in the cave allegory. Nowadays, politics cannot be confined to news and current affairs programs anymore. Contemporary political journalism is more focused than before on performance aspect of political communication. Rather than being good or bad, legal, economic and social contexts has to be taken into account to understand fully the issue. Behind the media-ization of politics, if it is the relationship between the voters and the politicians that is considered to be not satisfying, politics may have to be redefined. Some sources of potential reforms such as the development of new technology, mainstream media practices and public policy initiatives might be a solution. To sum up, vigilance is the most important aspect that citizen should develop since they are all watchdogs.
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