by Unknown
Contemplating the union of sentiment now manifested so generally as auguring harmony and happiness to our future course, I offer to our country sincere congratulations. With those, too, not yet rallied to the same point the disposition to do so is gaining strength; facts are piercing through the veil drawn over them, and our doubting brethren will at length see that the mass of their fellow-citizens with whom they cannot yet resolve to act as to principles and measures, think as they think and desire what they desire; that our wish as well as theirs is that the public efforts may be directed honestly to the public good, that peace be cultivated, civil and religious liberty unassailed, law and order preserved, equality of rights maintained, and that state of property, equal or unequal, which results to every man from his own industry or that of his father’s. When satisfied of these views it is not in human nature that they should not approve and support them. In the meantime let us cherish them with patient affection, let us do them justice, and more than justice, in all competitions of interest, and we need not doubt that truth, reason, and their own interests will at length prevail, will gather them into the fold of their country, and will complete that entire union of opinion which gives to a nation the blessing of harmony and the benefit of all its strength.
I shall now enter on the duties to which my fellow-citizens have again called me, and shall proceed in the spirit of those principles which they have approved. I fear not that any motives of interest may lead me astray; I am sensible of no passion which could seduce me knowingly from the path of justice, but the weaknesses of human nature and the limits of my own understanding will produce errors of judgment sometimes injurious to your interests. I shall need, therefore, all the indulgence which I have heretofore experienced from my constituents; the want of it will certainly not lessen with increasing years. I shall need, too, the favor of that Being in whose hands we are, who led our fathers, as Israel of old, from their native land and planted them in a country flowing with all the necessaries and comforts of life; who has covered our infancy with His providence and our riper years with His wisdom and power, and to whose goodness I ask you to join in supplications with me that He will so enlighten the minds of your servants, guide their councils, and prosper their measures that whatsoever they do shall result in your good, and shall secure to you the peace, friendship, and approbation of all nations.
Broadcaster Edward R. Murrow Despairs of the Future of TV Journalism
“This instrument can teach, it can illuminate; yes, and it can even inspire. But it can do so only to the extent that humans are determined to use it to those ends. Otherwise it is merely wires and lights in a box.”
“This [Dramatic Pause] is London.” CBS correspondent Ed Murrow’s distinctive voice brought the blitz home to Americans early in World War II. After the war, he returned to the United States and led the way to what his colleague Eric Sevareid called “electronic journalism.” Departing from the strict-objectivity policy laid down to individual broadcasters by Board Chairman William Paley, Murrow in 1954 attacked Senator Joseph McCarthy in a stunning documentary. That earned the respected Murrow Paley’s enmity, and on the next Election night he was replaced as commentator by Sevareid and relegated to a minor role.
When asked to speak to the Radio and Television News Directors Association, Murrow replied, “Somebody ought to make a speech on one of those occasions which would outrage all of our employers.” According to Sig Mickelson, a former president of CBS News, Murrow “was rebelling at what he regarded as petty restrictions that had been imposed on him.” Most other newsmen found a higher motive in Murrow’s biting of the hand that fed him.
The October 15, 1958, speech was delivered neither angrily nor spiritedly; one of those present at the Chicago convention described Murrow’s delivery as in “the accents of despair.” Afterward, Murrow told an interviewer: “I’ve always been on the side of the heretics against those who burned them, because the heretics so often are proved right in the long run. Dead—but right!”
The opening sentence of the speech was doubly prophetic. “This just might do nobody any good” acknowledged that his heresy would harm him at CBS, and expressed his pessimism at stopping the commercialization of broadcast news. But the opening teaser of “heretical and even dangerous thoughts” made his listeners aware that the speaker was shortening his CBS career with his speech.
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THIS JUST MIGHT do nobody any good. At the end of this discourse a few people may accuse this reporter of fouling his own comfortable nest, and your organization may be accused of having given hospitality to heretical and even dangerous thoughts. But the elaborate structure of networks, advertising agencies, and sponsors will not be shaken or altered. It is my desire, if not my duty, to try to talk to you journeymen with some candor about what is happening to radio and television….
You should also know at the outset that, in the manner of witnesses before congressional committees, I appear here voluntarily—by invitation—that I am an employee of the Columbia Broadcasting System, that I am neither an officer nor a director of that corporation, and that these remarks are of a “do-it-yourself” nature. If what I have to say is responsible, then I alone am responsible for the saying of it…. I have no feud, either with my employers, any sponsors, or with the professional critics of radio and television. But I am seized with an abiding fear regarding what these two instruments are doing to our society, our culture, and our heritage….
Recently, network spokesmen have been disposed to complain that the professional critics of television have been “rather beastly.” There have been hints that somehow competition for the advertising dollar has caused the critics of print to gang up on television and radio. This reporter has no desire to defend the critics. They have space in which to do that on their own behalf. But it remains a fact that the newspapers and magazines are the only instruments of mass communication which remain free from sustained and regular critical comment. If the network spokesmen are so anguished about what appears in print, let them come forth and engage in a little sustained and regular comment regarding newspapers and magazines. It is an ancient and sad fact that most people in network television, and radio, have an exaggerated regard for what appears in print. And there have been cases where executives have refused to make even private comment on a program for which they were responsible until they had read the reviews in print. This is hardly an exhibition of confidence.
The oldest excuse of the networks for their timidity is their youth. Their spokesmen say, “We are young; we have not developed the traditions nor acquired the experience of the older media.” If they but knew it, they are building those traditions, creating those precedents, every day. Each time they yield to a voice from Washington or any political pressure, each time they eliminate something that might offend some section of the community, they are creating their own body of precedent and tradition. They are, in fact, not content to be “half safe.”
Nowhere is this better illustrated than by the fact that the chairman of the Federal Communications Commission publicly prods broadcasters to engage in their legal right to editorialize. Of course, to undertake an editorial policy, overt and clearly labeled, and obviously unsponsored, requires a station or a network to be responsible. Most stations today probably do not have the manpower to assume this responsibility, but the manpower could be recruited. Editorials would not be profitable; if they had a cutting edge, they might even offend. It is much easier, much less troublesome, to use the money-making machine of television and radio merely as a conduit through which to channel anything that is not libelous, obscene, or defamatory. In that way one has the illusion of power without responsibility….
My memory also goes back to the time when the fear of a slight reduction in business did not result in an immediate cutback in bodies in the news and public affairs department, at a time when network profits had just reached an all-time high. We would all agree, I think, that whether on a station or a network, the stapling machine is
a poor substitute for a newsroom typewriter.
One of the minor tragedies of television news and information is that the networks will not even defend their vital interests. When my employer, CBS, through a combination of enterprise and good luck, did an interview with Nikita Khrushchev, the president uttered a few ill-chosen, uninformed words on the subject, and the network practically apologized. This produced a rarity. Many newspapers defended the CBS right to produce the program and commended it for initiative. But the other networks remained silent.
Likewise, when John Foster Dulles, by personal decree, banned American journalists from going to Communist China, and subsequently offered contradictory explanations, for his fiat the networks entered only a mild protest. Then they apparently forgot the unpleasantness. Can it be that this national industry is content to serve the public interest only with the trickle of news that comes out of Hong Kong, to leave its viewers in ignorance of the cataclysmic changes that are occurring in a nation of six hundred million people? I have no illusions about the difficulties of reporting from a dictatorship, but our British and French allies have been better served—in their public interest—with some very useful information from their reporters in Communist China….
Sometimes there is a clash between the public interest and the corporate interest. A telephone call or a letter from the proper quarter in Washington is treated rather more seriously than a communication from an irate but not politically potent viewer. It is tempting enough to give away a little airtime for frequently irresponsible and unwarranted utterances in an effort to temper the wind of criticism.
Upon occasion, economics and editorial judgment are in conflict. And there is no law which says that dollars will be defeated by duty. Not so long ago the president of the United States delivered a television address to the nation. He was discoursing on the possibility or probability of war between this nation and the Soviet Union and Communist China—a reasonably compelling subject. Two networks, CBS and NBC, delayed that broadcast for an hour and fifteen minutes. If this decision was dictated by anything other than financial reasons, the networks didn’t deign to explain those reasons. That hour-and-fifteen-minute delay, by the way, is about twice the time required for an ICBM to travel from the Soviet Union to major targets in the United States. It is difficult to believe that this decision was made by men who love, respect, and understand news.
So far, I have been dealing largely with the deficit side of the ledger, and the items could be expanded. But I have said, and I believe, that potentially we have in this country a free enterprise system of radio and television which is superior to any other. But to achieve its promise, it must be both free and enterprising.
There is no suggestion here that networks or individual stations should operate as philanthropies. But I can find nothing in the Bill of Rights or the Communications Act which says that they must increase their net profits each year, lest the Republic collapse. I do not suggest that news and information should be subsidized by foundations or private subscriptions. I am aware that the networks have expended, and are expending, very considerable sums of money on public affairs programs from which they cannot hope to receive any financial reward. I have had the privilege at CBS of presiding over a considerable number of such programs. I testify, and am able to stand here and say, that I have never had a program turned down by my superiors because of the money it would cost.
But we all know that you cannot reach the potential maximum audience in marginal time with a sustaining program. This is so because so many stations on the network—any network—will decline to carry it. Every licensee who applies for a grant to operate in the public interest, convenience and necessity makes certain promises as to what he will do in terms of program content. Many recipients of licenses have, in blunt language, welshed on those promises. The money-making machine somehow blunts their memories. The only remedy for this is closer inspection and punitive action by the FCC. But in the view of many this would come perilously close to supervision of program content by a federal agency.
So it seems that we cannot rely on philanthropic support or foundation subsidies; we cannot follow the “sustaining route”—the networks cannot pay all the freight—and the FCC cannot or will not discipline those who abuse the facilities that belong to the public. What, then, is the answer? Do we merely stay in our comfortable nests, concluding that the obligation of these instruments has been discharged when we work at the job of informing the public for a minimum of time? Or do we believe that the preservation of the Republic is a seven-day-a-week job, demanding more awareness, better skills, and more perseverance than we have yet contemplated.
I am frightened by the imbalance, the constant striving to reach the largest possible audience for everything; by the absence of a sustained study of the state of the nation. Heywood Broun once said, “No body politic is healthy until it begins to itch.” I would like television to produce some itching pills, rather than this endless outpouring of tranquilizers. It can be done. Maybe it won’t be, but it could. Let us not shoot the wrong piano player. Do not be deluded into believing that the titular heads of the networks control what appears on their networks. They all have better taste. All are responsible to stockholders, and in my experience all are honorable men. But they must schedule what they can sell in the public market.
And this brings us to the nub of the question. In one sense it rather revolves around the phrase heard frequently along Madison Avenue: The Corporate Image. I am not precisely sure what this phrase means, but I would imagine that it reflects a desire on the part of the corporations who pay the advertising bills to have the public image, or believe, that they are not merely bodies with no souls, panting in pursuit of elusive dollars. They would like us to believe that they can distinguish between the public good and the private or corporate gain. So the question is this: Are the big corporations who pay the freight for radio and television programs wise to use that time exclusively for the sale of goods and services? Is it in their own interest and that of the stockholders so to do? The sponsor of an hour’s television program is not buying merely the six minutes devoted to commercial message. He is determining, within broad limits, the sum total of the impact of the entire hour. If he always, invariably, reaches for the largest possible audience, then this process of insulation, of escape from reality, will continue to be massively financed, and its apologists will continue to make winsome speeches about giving the public what it wants, or “letting the public decide.”
I refuse to believe that the presidents and chairmen of the boards of these big corporations want their corporate image to consist exclusively of a solemn voice in an echo chamber, or a pretty girl opening the door of a refrigerator, or a horse that talks. They want something better, and on occasion some of them have demonstrated it. But most of the men whose legal and moral responsibility it is to spend the stockholders’ money for advertising are removed from the realities of the mass media by five, six, or a dozen contraceptive layers of vice-presidents, public relations counsel, and advertising agencies. Their business is to sell goods, and the competition is pretty tough.
But this nation is now in competition with malignant forces of evil who are using every instrument at their command to empty the minds of their subjects and fill those minds with slogans, determination, and faith in the future. If we go on as we are, we are protecting the mind of the American public from any real contact with the menacing world that squeezes in upon us. We are engaged in a great experiment to discover whether a free public opinion can devise and direct methods of managing the affairs of the nation. We may fail. But we are handicapping ourselves needlessly.
Let us have a little competition. Not only in selling soap, cigarettes, and automobiles, but in informing a troubled, apprehensive, but receptive public. Why should not each of the twenty or thirty big corporations which dominate radio and television decide that they will give up one or two of their regularly scheduled programs each year, turn the time over to the netwo
rks, and say in effect; “This is a tiny tithe, just a little bit of our profits. On this particular night we aren’t going to try to sell cigarettes or automobiles; this is merely a gesture to indicate our belief in the importance of ideas.” The networks should, and I think would, pay for the cost of producing the program. The advertiser, the sponsor, would get name credit but would have nothing to do with the content of the program. Would this blemish the corporate image? Would the stockholders object? I think not. For if the premise upon which our pluralistic society rests, which as I understand it is that if the people are given sufficient undiluted information, they will then somehow, even after long, sober second thoughts, reach the right decision—if that premise is wrong, then not only the corporate image but the corporations are done for.
There used to be an old phrase in this country, employed when someone talked too much. It was: “Go hire a hall.” Under this proposal the sponsor would have hired the hall; he has bought the time; the local station operator, no matter how indifferent, is going to carry the program—he has to. Then it’s up to the networks to fill the hall. I am not here talking about editorializing but about straightaway exposition as direct, unadorned, and impartial as falliable human beings can make it. Just once in a while let us exalt the importance of ideas and information. Let us dream to the extent of saying that on a given Sunday night the time normally occupied by Ed Sullivan is given over to a clinical survey of the state of American education, and a week or two later the time normally used by Steve Allen is devoted to a thoroughgoing study of American policy in the Middle East. Would the corporate image of their respective sponsors be damaged? Would the stockholders rise up in their wrath and complain? Would anything happen other than that a few million people would have received a little illumination on subjects that may well determine the future of this country, and therefore the future of the corporations?…
