New Matilda - Dr Lissa Johnson
In the second of a three part series on the psychological warfare that pervades our election campaigns, New Matilda columnist Dr Lissa Johnson explores the media's 'false balance', and how to see through it.
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| (DVIDSHUB, Flickr) |
We're almost a week into the federal election campaign. To kick
things into second gear, Turnbull and Shorten faced off in front of 100
undecided voters on Friday.
Centre stage in the debate and its coverage was the political climate. Shorten wins audience vote. Turnbull misreads mood.
The earth's climate was of less interest.
Both candidates stayed on-message: voodoo economics or growth-through-tax-cuts versus quality education and healthcare.
At this unusual time in human history, it is business-as-usual on the campaign trail.
In part 1 of this series
I argued that were voting a rational endeavour, climate change would be
at the forefront of the election agenda, election coverage, and voters'
minds. Instead, half of Australian voters are willing to vote for a
political party whose climate policies endanger life on Earth.
To explain this state of affairs, I examined the role of emotion in
voting and political cognition. I began by summarising findings that
glimpsing headshots of political candidates, with no knowledge of their
policies, is enough to predict election outcomes with 70 per cent
accuracy. I also reviewed evidence that voters use similar cues as
children to evaluate political candidates' competency.
I then explored the psychological underpinnings of these phenomena,
namely that human beings feel first and think later. Such emotion-driven
processing occurs at an unconscious and automatic level, where the vast
majority of human information processing occurs. In this subterranean
realm, feelings rather than logic direct the political decision-making
flow.
To understand electoral self-destructiveness further, I reviewed
research examining unconscious media influences on voting behaviour,
such as presenters' nonverbal demeanour towards candidates, ranking of
news items, and the balance of positive and negative stories across news
organisations.
I traced evidence linking these subtleties in media content to
real-world voting patterns, including voting for Ronald Reagan, and
discussed implications for the Australian political landscape.
At the next election, I asked, with power over life on Earth in their
hands, will Australian voters choose the headshot of whoever won the
popularity contest of the day, or will they choose life on Earth?
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| (IMAGE: Gianluca Di natale, Flickr) |
While face-value voting may decide the answer, being a force strong
enough to swing elections, does it fully explain Australian voters
sleepwalking into environmental catastrophe?
The media influences discussed in part 1 primarily concern subtleties
in content and placement, which undoubtedly do shape voters' support
for candidates.
But is there more going on?
In the bigger picture of media influence, could other forces be at work?
The ABC example
In January of this
year New Matilda broke a story that opened an illuminating window into opinion-shaping processes in the media, and the machinations behind them.
In a special investigation titled
False Balance, New Matilda
published transcripts of a secretly recorded conversation between ABC
technology journalist Nick Ross and his boss, the Head of ABCs Current
Affairs division, Bruce Belsham.
The conversation occurred during a meeting in 2013 concerning Ross's
coverage of the National Broadband Network (NBN), an important election
issue at the time. Ross had written a detailed investigative piece
critical of the Coalition's NBN strategy.
Ross was directed in the meeting to withhold his article on the
Coalition's NBN policy, and first publish a story critical of Labor, as
"insurance" against the "Turnbull camp" and ABC "superiors" on "the
Fourteenth Floor". Belsham was concerned that his superiors would come
down on Ross and Belsham "like a tonne of bricks" if Ross's piece ran.
Turnbull had previously tweeted his displeasure at the ABC's NBN
coverage, including a Tweet on "the bias and ignorance of the ABC's Nick
Ross". Turnbull had also contacted ABC management to relay his
displeasure.
In the meeting with Belsham, when Ross objected that a "tough" piece
on Labor's policy didn't fit the facts as he knew them, Belsham said
"I'm not talking morality here, I'm talking about
realpolitik"
Later,
defending the decision in Senate Estimates,
ABC Chief Executive at the time, Mark Scott, argued that Ross's piece
was withheld because it "didn't canvass all the 'principal, relevant
viewpoints'" (pro- and con- Coalition).
Oh, OK. Well fair enough. That's what it's all about, right? Impartiality and balance? To prevent bias?
However, one of the many weaknesses of this defense, which goes to
the heart of structural problems with dominant media conventions, is
that it rests on a fantasy of human cognition. Including a fantasy of
media bias and objectivity.
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| Former ABC Tech editor Nick Ross (left) and Head of ABC's Current Affairs division, Bruce Belsham (right). (IMAGE: Belsham image courtesy of Mumbrella) |
The fantasy is that a logical human information processor extracts
facts on both sides of an argument, weighs them against one another, and
comes to a rational judgement.
If the judgement is biased, it is either the fault of the judgement
itself or the argument, not the journalism. By not taking sides,
journalism places itself outside the decision-making equation, in the
position of a neutral observer.
Makes sense.
In reality, however, as Political Scientists Milton Lodge and Charles S Taber explain in their book
The Rationalising Voter,
such 'cold evaluations' in human cognition are 'exceedingly rare'.
Lodge and Taber review extensive evidence that the human mind simply
does not arrive at judgements based on a 'moral algebra' in which pros
and cons are rationally weighed against one another.
The real forces shaping opinion, free to sneak in undetected on
either side of a 'balanced' debate, emanate from unconscious and
unnoticed influences such as those described in part 1. Influences such
as appearance, likeability, subtleties in presenters' demeanour,
subtleties of language, subtleties of the order of arguments, how
interviewers treat interviewees, and even tone of voice.
To pretend that 'balancing' air time circumvents these subterranean
influences, and enables 'moral algebra', is journalistic pantomime. A
pantomime that we will no doubt witness repeatedly during the current
election campaign.
Moreover, without investigative background to assist people to
understand and evaluate each side of an argument (context, chronology,
explanation of concepts, analysis of implications), merely presenting
both sides serves primarily to confuse.
This is particularly true of complex topics requiring specialised areas of expertise such as science, technology and economics.
National Broadband policy is a case in point. As is economic policy at election time.
As discussed in part 1, it is precisely when people are confused or
overloaded that their implicit, automatic, unconscious systems are wired
to take over, and take shortcuts, rendering them more, rather than
less, susceptible to unconscious influences.
In other words, the 'balance' model of journalism encourages, rather than protects against, suggestibility and bias.
Even worse, insisting on 'balancing' pro- and con- positions speaks
the language of the unconscious mind. To summarise part 1, our implicit,
unconscious information processing systems evaluate issues, candidates
and parties by tagging them with positive and negative feelings, or
'affective tags'.
The more positively or negatively emotionally tagged an issue, the
more positive or negative our opinions on the subject. When such tags
line up with reality they serve us well.
When they are forced into an artificial state of balance (pro-con,
anti-con) by journalistic convention rather than reality, we are misled.
The ABC NBN coverage brought this vividly to life, in that real
information, gathered by extensive real world investigation, with real
experts offering real analysis, was withheld in order to maintain the
pantomime of balance. Journalistic convention, and the will of the
'Turnbull Camp' trumped reality in voters' unconscious decision-making
minds.
All in the lead-up to an election.
The ABC
False Balance story is germane to our current
election and its coverage not only because it illustrates the
machinations of 'real politik' behind election reporting, but because it
illustrates the psychologically manipulative power of news conventions
themselves.
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| (IMAGE: The People Speak!, Flickr) |
What Scott neglected to mention in Senate Estimates is that the
journalistic tradition of canvassing opposing viewpoints (balance) is
but one of many news traditions available to editors and their
reporters. In fact, it is among the least informative and democratic of
news traditions.
Professor of Communication, Simon Cottle and his colleague Julian Matthews explore this issue in a paper titled
U.S. TV News and Communicative Architecture: Between Manufacturing Consent and Mediating Democracy.
They argue that "the established 'communicative structures'
[journalistic conventions]of TV news, generally overlooked and
under-theorized in the research field, are deeply implicated in both
processes of manufacturing consent and mediating democracy".
In the case of ABC NBN coverage, to manufacture 'balance' was to manufacture consent to the Coalition's NBN strategy.
'Manufacturing consent' was a concept put forward in 1988 by Noam
Chomsky and Edward S Herman (borrowed from Walter Lippmann) to describe
the propaganda functions of mainstream media. In short, as Cottle and
Matthews explain, this view sees media as "dependent on powerful sources
and advertisers, and working in the service of the established system
and its political elites".
Elites such as "The Fourteenth Floor" and "The Turnbull camp".
Cottle and Matthews argue that 'communicative structures' or
'communicative architectures', (ie. 'ways of organizing and telling news
stories'), are an under-studied and under-recognised instrument for the
manufacture of consent.
To offer a framework for studying these communicative architectures,
Cottle and Matthews identified 10 different communicative structures,
and examined their frequency in mainstream news outlets in the US. By
far the most common was what they called the
classic reporting structure
(57.2 per cent of news items). This involves brief updates on stories
in the news cycle, which, they say "deliver at best thin accounts of
events".
The next most common (18 per cent) was the 'balance' structure, which they called
contest and
contention, in which "opposing views and arguments [are]generally given approximately equal weight or representation."
They noted that within this structure, rarely more than two perspectives are presented.
Among the most informative but least common news architecture was what they called
expose/investigation.
Cottle and Matthews said, "The
exposé/investigation frame
conforms to the idealized liberal democratic role of journalism as
public watchdog. Here journalists actively set out to investigate,
expose, and uncover information and practices that would not otherwise
be revealed within the public domain. This frame includes, therefore,
traditional investigative journalism based on intensive research and
exploratory fact-finding as well as exposé journalism of public or
private affairs."
Nick Ross's investigation of the NBN comes to mind. As does New
Matilda's expose of ABC pressure on Ross to withhold his investigation,
so as to appease the Turnbull camp.
Cottle and Matthews note, "The limited use of the
expose/investigation frame
by [news organisations], across the board, further indicates a decline
in the traditional democratic "watchdog" role of critically scrutinizing
the activities of the state or other power holders in society — a
finding in keeping with trends in TV news around the world."
Don't we know it. At least the ABC is en trend.
In Cottle and Matthews' research,
expose/investigation structures accounted for just 0.4 per cent of news content.
Zero point four.
If only 0.4 per cent of our election coverage is investigative, or if
even 10 times that amount is investigative, our politicians will find
it easy to confuse and overwhelm voters with claims and counter claims.
This speaks to Cottle and Matthews' main point. By sidelining
communicative architectures that facilitate democracy and an informed
electorate, dominant journalistic conventions are key components of
propaganda, or the manufacture of consent.
Consistent with this, as well as being dominant conventions in news and election coverage, the
conflict and
contest
structures (balance) are used in 'psychological operations' or
'psy-ops', otherwise known as 'perception management', 'information
operations', 'propaganda' 'information warfare' or, the contemporary
preferred term, 'strategic communication'.
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| (IMAGE: Play the Game, Flickr) |
Bearing in mind that the unconscious responds to feelings, simply
cloaking information in a feel of objectivity, impartiality and
authority is enough to seduce the human information processing stream.
As far as the unconscious is concerned, if it looks and sounds and feels
like a fact, it probably is a fact.
In a chapter of the book
Military Life: The Psychology of Serving in Peace and Combat,
Steven Collins traces the history of psychological operations in the
US. He describes the wartime use of radio, TV and newspapers in foreign
countries as a means to "influence emotion, motives, objective
reasoning, and ultimately… behaviour."
In one example, in 2003 a US psy-ops radio station in Iraq ran news
coverage that was both favourable and unfavourable to Saddam Hussein.
The coverage was initially mostly favourable to Hussein, and gradually
became less favourable over time, with the hope that this would be
deemed "more credible" by Iraqi listeners.
Collins says that rather than "tell the really big lie", psy-ops works best "in the grey areas where truth and lies coexist".
Grey areas, for instance, in which you run manufactured criticism of a
political party in the lead up to an election, to 'manage perceptions'
such that unequal policies appear neck-and-neck.
In a
fascinating, if disturbing, article
on the current state of psy-ops in the US, Professor of Conflict
Studies, Stephen Badsey, a world expert in war and the media, says that
"psy-ops and public affairs have effectively fused". He notes, "The long
argument as to whether a firewall should be maintained between psy-ops
and information activities and public affairs has now largely ended, and
in my view the wrong side won."
On a related topic, long-time investigative reporter Robert Parry has
written a thorough history of domestic propaganda in the US, titled
The Victory of Perception Management.
Parry says, "Reagan's creation of a domestic propaganda bureaucracy…
continue[s]to reverberate today in how the perceptions of the American
people are now routinely managed.
Parry was awarded the Medal for Journalistic Independence by Harvard University's
Nieman Foundation in 2015.
I am not arguing that the ABC is a branch of STRATCOM. I am simply
arguing that communication architectures and their functions share
similarities across mainstream media and 'perception management'
spheres.
Another opinion-shaping aspect of the 'balance' model stems from public feelings towards news organisations themselves.
The 'perception management' apparatus of the US government, for
instance, uses organisations and agencies with names that imply
independence, integrity and trustworthiness, such as the '
National Endowment for Democracy', the 'Office of Public Diplomacy', or 'Freedom House'.
In the Iraqi radio example above, the radio station was falsely
depicted as a local Iraqi-run station, in order to elicit listeners'
trust. Again, to the unconscious mind, if it looks, sounds and feels
trustworthy, it probably is.
This is an area in which trusted organisations such as the ABC hold
special power to shape opinion. In the grey areas where truth and lies
coexist, lies and half-truths aired by
trusted organisations such as the ABC are particularly likely to be taken as fact.
In one clear example of domestic propaganda, the corporate
information war against climate science, the ABC played an active and
trust-building role. A role that is coming home to roost this election
time.
ABC and climate coverage
Around the time of the NBN expose,
Jeff Sparrow wrote an article
in Eureka Street about political pressures on the ABC to go to extreme
lengths of journalistic 'balance'. Against a history of attacks from
conservative politicians, funding cuts, and threats of more funding
cuts, Sparrow says that the ABC was like "the victim in an abusive
relationship, desperately trying to ward off the next blow by
anticipating the criticism of its enemies".
Sparrow says that airing an opposite view for every view expressed was the ABC's main defense against political attacks.
In this context, after vocal climate skeptic Maurice Newman became
ABC chairperson, the ABC began airing climate denialist content. In 2007
it broadcast
The Great Global Warming Swindle, a documentary discounting anthropogenic causes of global warming.
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| Former NASA scientist and the 'Father of Climate Change' Dr James Hansen, at the COP21 talks in Paris. (IMAGE: Thom Mitchell, New Matilda) |
In 2010, when climate scientist James Hansen and climate denialist
Christopher Monckton came to Australia, Hansen received scant attention
from the ABC, with the exception of two radio interviews, including one
on Late Night Live. In contrast, "Monckton received saturation coverage…
and was always treated as an authoritative source until the
Media Watch report near the end of his tour."
Sparrow notes, "The ABC gave huge publicity to a man that most
reputable scientists regard as a crank, even as it largely ignored one
of the more influential scientists of our time [James Hansen]."
This can't have been an honest mistake. In 2010, James Hansen had been an influential scientist for over 20 years. And, as
Marc Hudson explains in The Conversation,
the Office of National Assessment had urged the Fraser Government to
consider moving away from fossil fuels as early as 1981, based on
science.
By 2010, climate science had long since moved from uncertain to accepted, in both Australia and the US.
The ABC climate denial coverage was, of course, part of a wider
industry funded misinformation campaign conducted around the world,
which is now well-documented.
The crux of the campaign was to take something simple –
anthropogenic global warming is happening – and make it complex and confusing –
the science is uncertain, controversial and impossible to understand.
As
MIT Media Professor Sut Jhally explains, this is yet another propaganda technique. Jhally, who is also executive producer of the documentary
The Occupation of the American Mind, discusses manufactured complexity with respect to US coverage of the Israel-Palestine conflict.
Jhally says of the Israeli public relations campaign, "In the United
States… the Israeli Palestinian conflict is often presented as an
intensely complicated and confusing conflict… In fact…[it]is one of the
clearest and least complicated of contemporary geopolitical conflicts.
It's actually really easy to understand… [But to elicit public support]
you have to take what is clear and make it confusing."
Manufacturing complexity and confusion is a psychologically effective
strategy. As well as heightening suggestibility, framing an issue as
complex elicits citizen disengagement and a willingness to trust leaders
to sort things out.
That is no doubt partly why so many voters trust the Coalition,
despite its antagonism to life on Earth, to handle our climate
emergency.
The fact the ABC conducted corporate misinformation to avoid
political attack doesn't make things any better. It makes them worse.
In
Manufacturing Consent, Chomsky and Herman identify
funding sources as the key driver of contemporary propaganda. The
psychology of this is simple. Don't bite the hand that feeds you.
Okay, harm done. But all that climate denialism is behind us now. The truth is out. Corporations and think-tanks are even under
legal investigation for undermining climate science. People will open their eyes and move on, right?
Unfortunately not.
When associations in the brain are repeated over and over, they
become 'crystallised' and resistant to change. A psychologist's maxim is
that 'neurons that fire together wire together'. Once "climate science"
and "unsettled" have fired together often enough, the association
becomes difficult to break.
So what can be done? If decades of media manipulation have closed
millions of minds to genuine information on climate change, what's the
use?
The ABC might have helped to get us into this mess, but will it help to get us out?
Given what's at stake, will the ABC throw fear of funding cuts to the
wind, ramp up its investigative reporting, dial down the fake
objectivity, and stand up for humanity this election?
Or will it forge ahead with reporting-as-usual, politics-as-usual,
and business-as-usual, like its bosses and our leaders expect?
In their book
Climate Change, Capitalism and Corporations,
Sydney University Professors Christopher Wright and Daniel Nyberg
identify a 'business-as-usual' narrative at the heart of corporate
responses to climate change. Wright and Nyberg studied Australian
corporations' engagement with global warming, and found that the
overarching corporate strategy was to "frame business and markets as the
only means of dealing with the climate crisis" in order to enable
"industry to make money from it."
The success of the corporate business-as-usual message, they argue,
is central to humanity's inability "to muster a meaningful response to
the crisis that is engulfing it."
Will the ABC walk the corporate business-as-usual walk this election
along with the Government, as voters sleepwalk alongside, or will it
reconnect with its "democratic role as public watchdog" and stand up?
Let's be realistic. The ABC needs funding to survive. As does independent media.
The easiest and most powerful remedy for media hegemony and the
occupation of the Australian mind is to support independent media, the
home of watchdog journalism.
But what else can we do?
In part three I will explore approaches to circumventing the
occupation of the Australian mind, and saving voters from their
self-destructive impulses, based on the psychology of cognition and
voting, strategic communication and lessons from the US presidential
primaries.
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