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Media Literacy Effects of the Daily Show with Jon Stewart

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Media Literacy Effects of the Daily Show with Jon Stewart Media Literacy Effects of The Daily Show with Jon Stewart By Jonan Donaldson The Daily Show with Jon Stewart has an educational effect in terms of media literacy. The show has for many years spent considerable time deconstructing media messages and making critical thinking concerning such messages a central theme. The show influences beliefs not only concerning political issues, but also influences beliefs concerning mainstream media. Jon Stewart regularly addresses the core concepts of media literacy: 1. All media messages are constructed. 2. Media messages are constructed using a creative language with its own rules. 3. Different people experience the same media message differently. 4. Media have embedded values and points of view. 5. Most media messages are organized to gain profit and/or power. (Thoman, 2008 This essay will point to the pedagogical function of The Daily Show, although there are related shows with a similar capacity to educate such as The Colbert Report. In these shows, Jon Stewart and Stephen Colbert "are making a contribution to media ethics by serving as media critics" (Borden & Tew, 2007). Watching The Daily Show regularly can be as educational in terms of media literacy as an undergraduate-level media literacy class. All Media Messages are Constructed The Daily Show consistently points to the constructedness of all media, including itself. "Stewart gives us insight into the very constructedness of his mediated form and style, and one’s voice itself as always potentially prone to errors. Not only does Stewart imagine the world in many ways, but he adroitly calls attention to these very imaginings. As such, his communication is highly pluralistic and reflexive" (Waisanen, 2009). Although politicians are the primary target of critical analysis, much of the content of The Daily Show is aimed squarely at the media and the journalists who traditionally have been viewed as the most objective aspect of the media. "Stewart and Colbert use the flawed performances of journalists to criticize journalists’ integrity" (Borden & Tew, 2007). By doing so, Stewart plays the role of educator. The educational success of this form of media literacy education has been confirmed by a study which found that "The Daily Show with Jon Stewart . [is] significantly related to respondents 18-25 saying they were less likely to trust what news organizations say" (Fox, et al, 2010). Media Messages are Constructed Using a Creative Language with its Own Rules One of the ways The Daily Show teaches media literacy is by making the language and rules of journalism explicit through breaking those rules. "The Daily Show is the best critical media literacy program on television. It brilliantly and humorously critiques the mainstream media's political news coverage, as well as its journalistic conventions" (Trier, 2008). By breaking the rules, the show educates the public about those rules. "Most of the mainstream media conforms to certain journalistic conventions that The Daily Show violates" (Trier, 2008:2). Journalistic conventions are broken many times in each episode, and with each instance both educating the public and pushing journalists and others in the mainstream news media. "By violating some formal conventions of media commentary (e.g., acting-out voices), Stewart models the necessity for rhetors to constantly go beyond the given, generating arguments and looking for alternate ways of constructing any event" (Waisanen, 2009). The genius of The Daily Show is that in no other way besides assuming the role of journalist could one break the rules of journalism. "Stewart and Colbert do not inhabit the role of journalists but, rather, adopt the performances of journalists to draw attention to lapses in journalistic integrity. [they] are imitators who do not fully inhabit the role of journalist. They are interesting because sometimes they do a better job performing the functions of journalism than journalists themselves" (Borden & Tew, 2007). Comedians and teachers alike know that the best way to draw attention to a rule is to break it. By breaking the rules of journalism within a journalism context, The Daily Show teaches viewers the media literacy practice of being aware of the rules and language by which media is constructed. Different People Experience the Same Media Message Differently One of the richest sources of media criticism and media literacy educational opportunities The Daily Show utilizes is the interaction between the way Fox News influences the beliefs and opinions of its viewers and the way its viewers affect its content. In other words, the red/blue split in the United States is both caused by and is the cause of the media messages of Fox News. Stewart does not focus all his criticism on Fox News and does go after other players in the media. "Fox News has been a subject of 24 [The Daily Show] segments so far this year, including eight in the month of April. The lower-rated news channel CNN, by contrast, has been a subject of five segments this year" (Stelter, 2010). However, he finds the obvious and cozy relationship between this media company which claims to be "fair and balanced" and a certain segment of the population to be an irresistible source of comedy and serious criticism. Stewart focuses on the relationship between Fox News and its viewers to create comedy, but more importantly, he uses it to teach the media literacy practice of understanding that different audiences experience the same media message in vastly different ways. Media have Embedded Values and Points of View The fact that media have embedded values and points of view is made explicit in nearly every The Daily Show episode, sometimes in terms of mainstream media, and often in terms of The Daily Show itself. In fact, it is evident that educating the public about media (media literacy) is a core mission of the show, although Stewart claims that his mission is to be funny. "They play the role of speaking what goes unsaid in mainstream news, or of highlighting the non-sense of what is said" (Borden & Tew, 2007). He does this by showing the embedded values and points of view in media companies that claim to be objective. However, he does not call for journalists to be more objective, but to admit or even take ownership of their points of view: "Stewart reminds journalists and the audience that, at times, journalists need to embrace a subjective stance and call it like they see it rather than hide behind objectivity" (2007). The Daily Show gets at truth in ways mainstream media sometimes fails to do. Smolkin claims that "Stewart and his team often seem to steer closer to the truth than traditional journalists" (2007). By pointing out the "spin" in the media, he is able to get closer to truth while simultaneously making the audience aware that pure objectivity and truth are difficult or even impossible to achieve. "In our contemporary context politics often comes across as crass marketing and sales operations. Critically exposing the staging and spinning may help people to see the fabrication process at work and develop independent perspectives on it" (Bennett, 2007). In this way Stewart is able to deal with the cognitive dissonance inherent in the pursuit of truth while being aware that the truth is subjective. His audience also confronts this cognitive dissonance: "Our research reveals how digital dissent (political blogs, viral videos, online discussion of Jon Stewart’s appearance on Crossfire, MoveOn.org’s Bush in 30 Seconds Contest) expresses simultaneously a demand for truthfulness, alongside a contradictory 'postmodern' sensibility that 'all the world’s a fiction'" (Boler, 2008). Stewart develops media literacy in his audience by hammering away at the spin in the mainstream media, teaching the audience to be always aware of the fact that all media messages have embedded values and points of view. Most Media Messages are Organized to Gain Profit and/or Power At the heart of any democracy is the value that people--a balance of majority and minority values and interests--have power. For this value to be realized, the people need to have a deep understanding of the powers against which they must assert their own power. "Stewart and Colbert’s strategy of satirical specificity performs essential democratic functions by directing critical accountability toward the suasive, mystifying merger terms in politics and media" (Waisanen, 2009). The Daily Show educates the audience about the way those with political and economic power use the media for their own ends. The show plays an important educational function in society because "these comic strategies encourage the critique and innovation of perspectives in public life. They set in motion pluralistic communication and awareness and summon accountability toward politics and media" (2009). Stewart teaches the audience to think critically about media messages by making explicit the profit and power goals of those who create the messages. A Week in the Life of The Daily Show: Media Literacy in Action The Daily Show consists of four twenty-minute episodes a week airing from Monday through Thursday. The educational function of the show in terms of media literacy can be glimpsed through a sampling of a week of shows. The following is a brief summary of media literacy aspects gleaned from the week of July 5th to 8th, 2010. On the Monday episode, The Daily Show sent a correspondent to South Africa to report on racial tensions. The scene is set by playing on the assumptions portrayed in the mainstream media that South Africa suffers from racial tension, race riots, and hatred between black people and white people. The correspondent interviews many people on the street and is shocked to find that the assumptions are incorrect. He portrays shock that the media would convey an inaccurate portrayal of the situation (Stewart, 2010: 7/5).
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