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Yes
Created on: February 19, 2009
Cowards on numerous talk radio stations have been understandably freaked out about the prospect of bringing back the "Fairness Doctrine" for controlling speech on the public airwaves. They use this issue to raise controversy and fan the flames of anger within their audiences. Without controversy, there are no phone calls. Without phone calls, there are no ratings. Without ratings, there are no advertisers, and the next step is no station. But now somebody has actually given them a basis for their fear.
It is enormously expensive to own and operate a radio station. An FCC license to use the public airwaves is expensive to apply for and keep. The cost of equipment, maintenance, staff, and personalities is massive. That is why the advertisers tend to be large companies such as Dunkin Donuts, insurance companies, car companies, and golf equipment stores. As a Marketing Director, I have used talk radio to advertise and I know the pitch: the average talk radio listener makes more than double the average salary and is often a decision maker in business.
The average talk radio listener is also politically conservative. This is simply explained: The conservative decision maker has the money and clout to support the advertisers. The liberal radio listener is mostly unresponsive to ads for big-ticket items from large companies. The liberal listener doesn't care about golf, Lexuses, or coffee from chain restaurants. The liberal listener can't support a radio station, because the radio station can't survive running ads for charities, consignment shops and fair-trade products.
An aside: The internet does not need all that capital equipment or license, so websites of all political stripes can compete using marginal internet advertising models like impressions and PPC. The Internet and cable are privately owned networks, and will not be subject to the "Fairness Doctrine".
This is why the return of the "Fairness Doctrine" will kill conservative talk radio. Now that Rush Limbaugh has actively called for the failure of Obama's policies (nobody can name a liberal personality who openly called for Bush to fail), and a few minutes spent listening to talk radio reveals the overt classism of the host, it is time for the end of conservative talk radio. It dogged a president who actually paid down the national debt and created 23 million jobs, before it cheered a president who invaded the wrong country and created a second depression.
Conservative talk radio has run its course. If the "Fairness Doctrine" will put it under, we should allow it.
Learn more about this author, Tom Bishop.
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No
Created on: May 26, 2009 Last Updated: May 27, 2009
The Fallacy of the "Fairness Doctrine"
Taken at face value, the "Fairness Doctrine" may seem reasonable. Some might even think it to be a down-right good idea. After all, if information is power, shouldn't we be armed with both sides of any given topic? However, there are major problems with this concept. The Federal Communications Commission's (FCC) "Fairness Doctrine," poses some serious practical problems and more seriously, erodes Americans' First Amendment rights.
In 1949 amid television's infancy and the peak popularity of radio, the FCC enacted the "Fairness Doctrine."[i] The basic premise of the doctrine was that for every viewpoint given on any controversial topic, equal time and opportunity should be given to the opposing side of the argument. This idea sounds innocuous enough, but its effects were anything but. Many stations simply left out any discussion of topics that could be eligible for this requirement so as to avoid the additional cost and headache of providing a viewpoint contrary to the one already provided. Instead of promoting fair political debate, it stifled it. The policy was abandoned in 1987, opening the door for renewed political discussion and an explosion of talk radio. Recently, some politicians, including Speaker of the House, Nancy Pelosi (D, CA); have supported a return to the "Fairness Doctrine."[ii]
Compliance with a renewed "Fairness Doctrine," would have potentially disastrous effects on the American political discourse. There were attempts to use it to quell anti-war sentiment on television in the 1970's.[iii] Much of the current debate centers on the conservative dominance of talk radio. The claim is that many individuals receive all of their information on political affairs, from one-sided media outlets and that as such, these outlets have undue influence over the political process.
Under the "Fairness Doctrine," outlets that feature "right-wing" commentators, like Rush Limbaugh and Sean Hannity, would be forced to give equal voice to "left-wing" personalities like Rachel Maddow and Al Franken. This is simply not a viable commercial option.
Listeners and viewers seem to look for outlets that are already in line with their political stances and would not be likely to sit through the rebuttals to their favorite personalities. What is a listener likely to do when his or her three hours of the Rush Limbaugh show is followed by three hours of Al Franken or vice versa? The likely answer is, turn off the radio or change the station.
Overall ratings and advertising dollars for a particular outlet would plummet until they, like their 1949-1987 counterparts, dropped political discussion all together. There is sufficient room in the media world, between radio, television and the ever expanding internet; for both sides to be adequately heard, without dictating to outlets what they can and cannot broadcast.
Such broad guidelines on content are tantamount to restricting the right to free speech. The First Amendment to the Constitution of the United States of America is of vital importance to a democratic society. It states simply, "Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances," it is the cornerstone of a free society.[iv]
For the federal government to dictate content of this nature to any section of the press, is simply wrong. It is already possible to find material supporting any reasonable political viewpoint and even many that are patently unreasonable. To require each of these individual sources to espouse the ideals of another, would only serve to water them down beyond any value. Who is to decide what topics necessitate a rebuttal and where does it stop? If it is left in the hands of the government to decide what ideas get heard when, and where, then the press can no longer serve its duty as watchdog of the republic. An informed populace is an active and powerful one. If that power and impetus are removed, a docile public will become increasingly vulnerable to tyranny.
While the "Fairness Doctrine" has its supporters, it is not likely to make a return soon. White House Spokesman, Ben LaBolt told Foxnews.com in February 2009, that "[President Obama] does not believe the Fairness Doctrine should be reinstated."[v] Additionally, attempts to pass legislation mandating it have since died on house floor.
In a time when such a plethora of information is available to the public, it would be absurd for the FCC, or any other branch of the government, to renew any form of the "Fairness Doctrine." A person who wants to know both sides of any given argument can typically do so with little more than a Google search on the internet, or the simple act of changing the channel or station. Freedom of the press and of speech in general, is too precious to be jeopardized by a policy that might quiet productive political discussion and silence the ever-important voice of dissent.
[i] From: MSN Encarta, Radio and Television Broadcasting <http://encarta.msn.c om/encyclopedia_7615 66157_4/Broadcasting .html>
[ii] From: Accuracy in Media, June 26, 2008 <http://www.aim.org/a im-column/pelosi-sup port-return-of-fairn ess-doctrine/>
[iii] From: Harvard Law Review, "The Fairness Doctrine and Claims of Systemic Imbalance in Television News Broadcasting: American Security Council Education Foundation v. FCC, 1980
[iv] From: Bill of Rights, www.Constitution.org < http://www.constitut ion.org/billofr_.htm>
[v] From: Foxnews.com, "White House: Obama Opposes 'Fairness Doctrine' Revival", February 18, 2009 <http://www.foxnews.c om/politics/first100 days/2009/02/18/whit e-house-opposes-fair ness-doctrine/>
Learn more about this author, James G. Long.
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