Forget it: there is no guaranteed “role.” That’s a fiction you and your colleagues created to keep the game the same every four years.
So Chris Cillizza of the Washington Post — whose mission in life is to explain to us how things really work in politics — is rolling along in his “Hillary Clinton is shamefully avoiding the press” column when he cries out to us:
Do you not think it is of value to know how Hillary Clinton spent her time since leaving the State Department? And how the Clinton Foundation handled its business with various donors who would, undoubtedly, still be in the picture if she was elected president? Or what she thinks of the Trans-Pacific Partnership and the fight currently happening in Congress? Or Iran? Or the Middle East?
You get the idea. The role of the media in this process is to show voters who these people are, really, and to explain how these people would govern the country if elected. Like the media or not, that’s a very important role — and one that is essential to a functioning democracy. (My italics.)
The role of the media in this process? What on earth are you talking about, Chris?
You’re supposed to be our super-savvy guide to the way things are in the power game that is national politics. You are the least sentimental creature to walk that system’s halls… remember? No one can out-realism you! You’re Mister “let me tell you how it really works.” That’s your whole franchise. And yet here you are, bawling about “the role of the media” as if it had some sort of guaranteed status within what reporters (mindlessly) call the process.
Who could possibly be the guarantor of this role? The Constitution? (Grow up.) The Federal Election Commission? (Get real.) The political parties? (They’re too busy communicating over the top.) The voters? (I don’t think so.) Role in the process… Says who? The political system evolves, man. You’re supposed to track that for us. (Link!)
Check this out, savvy class:
— Kara Swisher (@karaswisher) May 18, 2015
Yahoo PR has not called me back in three years, and somehow I write. Kara Swisher isn’t lecturing Yahoo executives, users of Yahoo, or readers of tech coverage about some imaginary “role in the process.” She knows that it’s up to Yahoo executives to decide whether they want to talk to her. And it’s up to her to find out what’s happening at Yahoo, regardless of whether the company decides to talk.
“Yahoo has not called me back in three years, and somehow I write…” is a true statement about power relationships. They have the power to shut me out. I have the power to keep reporting, regardless of their efforts to shut me out. They can refuse comment. But if my stories are good enough, people will talk about them and Yahoo will be voiceless in that conversation. Is that what you want, Marissa Mayer? Game on! Swisher’s “role in the process” doesn’t enter into it.
Political reporters: You have no guaranteed “role.” That’s a fiction you and your colleagues created to keep the game the same every four years so you don’t have to go to school on how to be useful and powerful in the election system as it evolves. The fiction works if you can get the right people to believe it, but when they clearly don’t care about your “role in the process” how are you going to make ’em care? Got a plan for that?
I doubt it. I base my conclusion on columns like this from Ruth Marcus of the same Washington Post. She’s also complaining that the candidates won’t answer questions. (My italics.)
Question time, campaign officials soothe, will come. Meanwhile, why step on her message — criminal justice, immigration — by taking questions?
Um, because that’s part of the process. You can’t tweet your way to the presidency. Because reporters have different — sometimes better and more pointed — questions than voters. Because there are growing areas of legitimate inquiry — Clinton’s position on trade, for one — that merit answers. (The New York Times’ Amy Chozick offered an excellent example on immigration: “How could you stretch the law further than the president . . . says it can go?”)
Because how you behave on the trail augurs what you’ll do in office, including how accessible you’ll be. I have forebodings of future columns lamenting President Clinton’s umpty-umpth day without a news conference.
“Because that’s part of the process.” Seriously, Ruth? Your “because” is only a cuz if candidates decide that to reach the people they want to reach, or persuade the people they need to persuade, or avoid some damage they wish to avoid they now need to engage with the journalists who cover the campaign.
I have a better idea, journalists. Figure out what the voters want the candidates to talk about. (And when they’re ready to listen.) Persuade the voters that in your coverage you’re on their side— so many of them that the campaigns have to take notice. Then leverage your superior connection to the people the candidates want to reach. (That’s what Univision and Jorge Ramos plan to do, I’d bet.) It’s a power game, not a frozen process in which you are granted some role by the mighty hand of James Carville or Ed Rollins.
In 1992, the Charlotte Observer played it that way. They determined what the voters in North Carolina wanted statewide candidates to talk about. Then they asked about that. The opposite of “reporters have better and more pointed questions than voters.” I wrote about the Observer’s approach in my 1999 book, What Are Journalists For? Here’s the former editor of the Observer, Richard Oppel:
Voters were intensely interested in the environment… So our reporters went out to senatorial candidates and said, “here are the voters’ questions.” Terry Sanford, the incumbent senator, called me up from Washington and said, “Rich, I have these questions from your reporter and I’m not going to answer them because we are not going to talk about the environment until after the general election.” This was the primary. I said, “Well, the voters want to know about the environment now, Terry.” He said, “Well, that’s not the way I have my campaign structured.” I said, “Fine, I will run the questions and leave a space under it for you to answer. If you choose not to, we will just say ‘would not respond’ or we will leave it blank.” We ended the conversation. In about ten days he sent the answers down.
Compare: “We’ll just leave a big block of white space next to your name, okay?” vs. “Answer our questions because that’s part of the process.” Or Swisher’s “somehow I write” vs. “Hey, the role of the media in this process is…”
Look: I think candidates should engage with the press and answer tough questions, reducing the importance of any single encounter with journalists by having lots of them. The fact that they increasingly don’t is partly a sign of the news media’s diminished hold on the audience and partly a sign of weak and overly cautious candidates intimidated by a staff that preserves its own power by controlling access and message. A more freewheeling style might serve some candidates equally well, but the handlers would become less important that way so they argue against it. Shutting off almost all access has become the accepted way to win. It is not necessarily a better way to win, but it is far better for a risk-averse staff, and consultants who make money off advertising. It also persuades weak candidates that they’re fine as they are. Of course none of that matters, because timid candidates, controlling staff and an over-the-top messaging system is what we have.
Nothing about the political press makes it an inherent “part of the process.” The sooner that fiction is abandoned the better off producers of campaign coverage will be. You have to compete. Or as Jack Nicholson says in The Departed: “No one gives it to you. You have to take it.”
This has been edited from the original. I toned it down a little. —JR