News Media Competing through Partisanship More than Ever

If the American news media are lucky, 2004 will be remembered as the year of living dangerously. If not, then this election cycle may be recalled as the point at which journalism's slide back into partisanship became a kind of free fall.

Presidential elections always challenge the press: The pace of events and competitive pressure invariably war with the media's duties to provide balance and perspective. Readers, viewers and listeners inevitably become more critical news consumers as their personal preferences solidify. This year, the polls instruct us, the country is likely to approach November so exquisitely divided that serious analysts actually wonder whether Michael Moore's anti-administration agitprop may tip the electoral scales.

This situation — with all the extraordinary demands it is bound to make — comes at a time when an ever-growing share of the news media is increasingly unsure of its direction and when the public's trust in what it reads, sees and hears has fallen to levels unmatched in recent memory.

The issues can be seen most clearly in the knock-down, drag-out fight among the all-news cable television networks. What began as a normal struggle over ratings has become the contemporary media equivalent of the Spanish Civil War, a vicious battleground in which new technologies and strategies are being tested with daunting implications for the future. Actually, the war is between Fox and CNN. The third network, MSNBC, is sort of like the Catalan anarchists — slaughtered by everyone.

Its slogan notwithstanding, Fox News is the most blatantly biased major American news organization since the era of yellow journalism. But by turning itself into a 24-hour cycle of chat shows linked by just enough snippets of news to keep the argument going, Fox has made itself the most watched of the cable networks. One American in four now is a regular viewer.

Fox's winning formula is essentially the continuation of talk radio by other means: All opinions are shouted, and contrary views are admitted only if they agree to come on camera dressed as straw men. To anyone prone to twist the AM dial on the car radio, it's a familiar caldron, a witches' brew of rancor, sneers and resentment stirred for maximum distortion.

A certain number of people find this brew entertaining — much, one supposes, as others do bull baiting or cockfighting. The problem is that since it is popular within the relatively small universe of cable news viewers — the medium's most popular show actually has an audience about the size of a good metropolitan newspaper — and because it's cheap to put on the air, the other two networks are attracted to the model....