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ABRIDGED EDITION and Society: How to Restore the Public Trust A Note about This Issue Guide and NIF

Each guide in this series for National Issues Forums (NIF) outlines a public issue and several choices for addressing that issue. Each choice reflects widely held concerns and principles, rather than conforming to any single public proposal. Panels of experts review manuscripts to make sure the choices are presented accurately and fairly. By intention, issue guides do not identify individuals or organizations with partisan labels such as Democrat, Republican, conservative or liberal. The goal is to present ideas in a way that encourages readers to judge them on their merit. Issue guides include quotations from experts and public officials when their views appear consistent with the principles of a given approach. But these quoted individuals might not endorse every aspect of the approach as it is described here. National Issues Forums or the “NIF network” is a nonpartisan, informal association of educational and community organizations that convene forums for citizens to deliberate about public issues. The network includes libraries, churches, schools, community and neighborhood associations, as well as chapters of national organizations and associations of community groups. The associations and organizations select topics based on citizens’ concerns, then design and coordinate their own forum programs, using NIF guides such as this one or issue guides they create themselves. These abridged editions have been rewritten for both adult and young new readers.

Public deliberation or choice work is a way for a diverse group of people to make decisions together about the common problems they face. Deliberation is a form of talk that is different from everyday conversation or adversarial debate. The deliberative process helps people — who use choice work to weigh the costs and benefits of various options for action — to see issues from other points of view. Deliberation seldom ends in complete agreement but it can identify common directions and shared purposes. As first reactions mature into more reflective and shared judgments, deliberation may enable the citizens to speak in a public voice.

About NIFI

Encouraging public deliberation is the objective of the National Issues Forums Institute, a nonprofit, nonpartisan, and independent organization. For more on forums, log on to the NIFI Web site: www.nifi.org. This issue guide, adapted from materials written by Richard C. Harwood, was prepared by the Kettering Foundation for the National Issues Forums network. Contents

News Media and Society: How to Restore the Public Trust

Introduction 2 Good news reporting is very important for a strong . But many Americans no longer trust the media. How did this happen? And how can we fix it?

Approach #1: Strengthen ’ Conduct 5 It is a ’s job to gather and write the news. There should be a clear set of standards for doing that job. Journalists need to follow those rules. And they need to be held responsible for breaking them.

Approach #2: Open Up the Marketplace 10 Most news sources are owned by only a few huge companies. Often, they care more about profits than about good news reporting. We must break up the big companies that control the news. We need more voices in the marketplace.

Approach #3: Get the Public In 15 The media make all the choices about the news we get. The public has almost no say. There should be more talk between journalists and citizens. The media may not like it. But citizens should insist.

Comparing Approaches 20

What Are National Issues Forums? 22

Post-Forum Questionnaire 23 Introduction s o t o h P d l r o W e d i W / P A

September 11 reminded us how Americans say. One group of 20 citizens important the media are in America. in California had a lot to say. They were We rushed to our TV sets and . brought together to talk about the media. We read about the event in our Some accused the media of lying and . And we turned to the of using people. Others called the media for the latest news. We mean and spiteful. And they said the followed the story for weeks and media focus too much on sex and months. violence. Only 2 of the 20 people felt The news media tell us what is differently. They thought the media were happening in the world. They help us doing a good job. learn what is going on in the nation. Of course, there are good news media The media not only inform us. They to choose from. But people say that there also get us started thinking and talking are far more bad ones. We need news about public issues. media we can trust. What has gone But what do people really think wrong? How can we restore citizens’ about the media? “Not much,” many trust in the media?

2 Introduction

What Is Going On? Many journalists see the problem, Here are some of the things that too. They see different causes. And bother people about the media: they have different ideas about what needs to be done. But they all agree Why are there so many stories that the news media need fixing. about sex and violence? There seems no end to reports on murders and sex . People wonder A Big Problem where all the real news went. High-tech advances have greatly Why do many journalists these changed American life in the past 50 days want to be stars? They are not years. We can now get news faster than reporting the news. They are ever. And we can get it 24 hours a day. working hard to become the news. This puts more pressure on journalists Why do so many journalists to “get the story first.” This can today seem nosy and rude? They sometimes work against certain rules force their way into people’s private journalists should follow. One rule is to lives. Why do they barge into places get the facts right. What happens to they do not seem to belong? that rule in the rush to get the story Many people do not want their first? children to watch the news. Is it The role of big has because the news is so awful? Or is changed the media picture a lot. A few it because of the way the news is huge companies have bought many often presented? smaller media companies. Take the Why do the media focus on one Gannett Company, for example. In “hot issue” for so long? Remember 2000, it was already the largest the O.J. Simpson trial? Or the Elian owner in the U.S. It then Gonzalez case? All the other news seems to get pushed aside. Not long ago, people thought of the media as a trusted friend. TV newsman Walter Cronkite retired 20 years ago. At that time, he was the most trusted man in America. A 1985 survey asked people whether newspapers treated all n o i s s

sides fairly. More than 80% said i m r newspapers were doing a good job. In e p y the late 1990s, surveys showed that b d e t n i

Americans had changed their views. r p e R

Less than half thought newspapers . r e g n were fair to all sides. i n o r K n

This is not a good thing for our e h p e nation. People feel they no longer trust t S y the media. The question is what to do b k r o about it. There is a lot at stake. Some w t r a would say the health of our democracy r e v o is at stake. C

3 Introduction

away from reporting the news citizens in a democracy need. But there is another way to look at this issue. What if what we have is what Americans really want? We may complain, when asked about the state of the media. But many of us read the latest gossip about the rich and famous. We follow all the hot stories. So, many people have mixed feelings. They do not approve of such stories taking over the media. But they cannot resist reading and watching k c o t

S them. n o o t r a C What Should We Do? Of course there are no quick or easy answers. Many people have the same sense of the problem. But they do not agree on its causes. And they vary in bought 25 more newspapers. Gannett their ideas of what to do about it. now owns one out of every seven daily papers in the U.S. This book lays out three different approaches to the issue. Each reflects a In 2001, AOL and Time Warner different view of the causes of the joined to become one huge company. problem. Each suggests a different They now own many of the country’s course of action to help solve it: news sources. There are many critics of these big business deals. They worry Approach #1 says journalists have about how these deals affect the media. lost sight of their responsibilities to be They fear that making money is honest and fair. The media should becoming more important than serving adopt a set of standards for good the public. reporting. Journalists who do not follow these rules should be held Many people think the media are responsible. mainly concerned with profits. “They’re out there for the money,” says California Approach #2 says too many news postal worker Jeff Johnson. “They’re sources are owned by too few out there to sell commercial slots. And companies. This makes profits more that’s it. That’s the bottom line.” important than civic duty. We must break up these huge media . No wonder the media dwell on We must make more room for different JonBenet Ramsey, Elian Gonzales, and voices. Chandra Levy. This is what sells newspapers. This is what draws TV Approach #3 says that the public viewers. They are simple stories with a and the media are too far apart. There lot of human interest. They are not hard should be give-and-take between to tell or understand. These stories take citizens and journalists. The media a lot of reporters’ time. They take time may not like this. But citizens must take strong action to make it happen. 4 Approach #1 Strengthen Journalists’ Conduct k c o t S r e p u S

The was awesome. Two NBC admitted all this, later. They pickup trucks crashed into each other said they should have told viewers what and exploded. Wow, what a story! they had done. But it was all a fake. Then there were the two writers on . Patricia Smith was It was a story on NBC’s “Dateline.” always finding interesting people. For The story was about a claim that GM years, she wrote many great stories trucks were not safe. NBC wanted to about them. There was only one make the point in a big way. They filled problem. These people did not exist. the gas tanks to overflowing. They put She made up the stories. on gas caps that did not work. And they attached explosive devices to the truck frames. 5 Approach One s e g a m I y t t e G

Mike Barnicle was another star on Standards The Boston Globe. It turned out that he The trouble is that there are no clear had been copying from other people’s standards for journalists. Approach #1 writing. He also stole ideas and made says journalists must develop such up people. Both journalists were finally standards. And they should post them fired. Neither of them cared about the to let citizens know what to expect. truth. The public trust has been broken Many Americans argue that setting by these journalists and many others. standards is the least the media should According to Approach #1, do. Without them, there are no journalists themselves are the problem. responsible news media. Joann Byrd of the Washington Post put Recently, some news media groups it this way: People do not see the media have been talking about standards. as serving the public anymore. They They have also discussed how to get believe journalists are just in it for journalists to live by them. One of these themselves. For some journalists, the groups is the American Society of goals are to make money or advance Newspaper Editors. They have listed their careers. Some just want to become six standards for good news reporting. famous. They do not care what they have to do to succeed. News of a community should be balanced and fair. It should cover all What can be done? In this view, the voices in the community. journalists must follow clear standards for gathering and writing the news. The reporters should get the facts And they must pay a price if they fail to right. And they should get the right do so. facts. That means getting all the 6 Approach One

facts that will help readers understand the story. KGUN Viewers’ Bill of Rights The paper or broadcast station must act as a leader. It must cover the A SUMMARY important news. And it must help You have a right to know what people see how to move forward. is going on. Journalists must help connect the You have a right to ethical news public to important issues in the gathering. community. Journalists must understand the You have a right to . community they serve. And they must You have a right to good news. stick with good standards of writing over time. You have a right to newsworthy coverage. Journalists must make good choices about what to report on. They should You have a right to stories that cover the events that are important to suggest answers to problems. the community. You have a right to ask us Other press and broadcast groups have questions and get the answers. also developed sets of rules. Station KGUN-TV in Tucson has created a Viewers’ Bill of Rights. The station has Albert Shanker was head of a posted this list on its Web site. teachers’ union. He argued that teachers should be tested before they could teach. Some say setting standards is not Others did not agree. “Teachers have enough. Journalists will have to be trained graduated from college,” they said. to follow them. Journalists tend to follow “Why should they be tested?” their instincts. They are used to reporting on exciting human interest stories. They “That’s easy,” Shanker replied. are drawn to gossip about the stars. They Lawyers are college graduates, too. “But are attracted by awful crimes. And they they have to take a bar exam.” Other like to cover famous trials. professionals also have to take exams. They get licenses to practice only if they The media must be committed to pass the test. Teachers should be steering journalists away from such required to do this, too, Shanker said. stories. In this view, they have a much more important job to do. A democracy Why not apply Shanker’s ideas to depends on informed citizens. Citizens journalists, Approach #1 supporters ask. depend on the news media to keep them It would help restore public trust in the informed. Reporters should be better news media. A 1996 survey of 3,000 trained for that job in schools and people showed support for the idea. . Some 54% favored licensing of journalists.

Licensing Lawyers ? Admitting Mistakes Some people say journalists should be licensed. Doctors and lawyers are licensed Reporters often do stories about other by the state. And they are required to peoples’ mistakes. They say that the follow rules of ethical practice. public has a right to know. In this view,

7 Approach One

will lead to public distrust of the media. But this is wrong, according to What Can Be Done? ethicist Michael Josephson. A public Journalists should develop accounting is just what the public standards that let citizens wants, he says. know what to expect of People are not shocked to hear that them. someone may have done something Journalists should be better wrong. What feeds public distrust is trained in good journalistic the media’s view that “we know what’s practices. best.” Too much of that is going on behind closed doors. Journalists should be licensed to ensure that So, let us say that the media develop they will follow accepted standards. Let us even say that standards. journalists have to become licensed. They would still have to learn to admit Journalists should be made mistakes. That would be a big step to account to the public for forward, Approach #1 supporters say. their actions. One example of this came out during the Monica Lewinsky scandal. The New York Times took a hard look journalists should come clean as well. at its own reporting. They put out They should be willing to explain why “Trust Me: A Media Guide,” written by they do certain things. The public has a Jane Fritsch. She traced the of right to know about them as well. rumors that had been reported as facts. Some journalists do not favor the The paper found that very few of them idea of admitting mistakes. They fear it were, for sure, facts. s i b r o C

8 Approach One

The Times found out something else as well. Some of the worst rumors had come from the most respected media. Costs and Tradeoffs These included Newsweek and the Who should set the standards: journalists? Washington Post. It even included the citizens? media owners? And who should be New York Times itself. in charge of enforcing standards? Admitting to these kinds of mistakes Tough exams for licensing do not stop bad is rare, according to Howard Kurtz. conduct. Look at the terrible mess at Enron Kurtz writes about the media for the and other big companies. Many licensed Washington Post. Most news media do accountants knew their jobs. But they did not share these things with the public. not do their jobs. Here is what that says, according to Kurtz. It says that media practices can Standards mean that there have to be rules. stay behind closed doors. The public Who do we want looking over the shoulders has no right to look in. of news editors? The public is aware of this double Holding journalists to tough standards standard: The media can get into could cause them to be too careful. Some everyone’s business. But nobody can get of the best stories result when reporters into theirs. That helps drive the public take chances. anger at the media, Kurtz says.

Other Views Here is another thing that may be wrong with this approach. It calls for Some people do not think this developing standards for journalists. approach will work. It will not change But who is to say what good what is happening today, they say. The standards are? The journalists media have tried ways to improve themselves? Citizens? Owners of the themselves before. They have not been news media? much of a success. One group, called the National News Council, was started And suppose standards would make in the 1970s. It was made up of media a difference. How much time would it people and concerned citizens. The take to agree on standards? How long group died in the 1980s, for lack of would it take for them to be put into interest. practice? Can we afford to wait that long? Licensing journalists is not an answer either, some say. The accountants who There is a different kind of question worked for Arthur Andersen were to think about as well. Is the conduct of licensed. These accountants were journalists the real problem today? supposed to oversee Enron’s financial Robert Gabordi, executive editor of the records. The records turned out to be a Asheville Citizen-Times , does not think mess. And many people suffered from so. He says that most journalists are Enron’s collapse. committed to their work. “This is not a job we do. It’s not just work. It’s about Being licensed did not prevent these leaving this community a better place.” accountants from doing wrong. A license is just a piece of paper. It does The next two approaches suggest not control how you behave. that there are different forces at work. Higher standards alone cannot restore public trust in the media.

9 Approach #2 Open Up the Marketplace a m g y S s i b r o C / d l a w z t r a w h c S e c n s i e b r r w o a C L

Ted Koppel David Letterman

“Nightline” has been on the air every right kind of viewers. The viewers that night for 22 years. On the show, Ted advertisers want to reach are aged Koppel talks about the most important 18 to 49. They say that this age group news stories of the day. The show buys most of the products they sell. always gets high ratings. Critics like it, They wanted to get more ad income for too. the network. In March 2002, ABC thought about The hunt for profits seems to be making a change. They began talking to taking over the news media. Newsman David Letterman about filling Koppel’s Dan Rather complains about the time slot. ABC wanted to get rid of constant pressure to stay within budget. “Nightline.” He says it acts like a choke-hold on newsmen. The choices they make are Why would ABC want to do that? It more about money, than about news. was one of the best news shows on the air. It was getting plenty of viewers. The Newspapers face the same pressure. problem was that these were not the Jay Harris was a publisher of the San

10 Approach Two

Jose Mercury News. He quit rather than Wild Times make budget cuts in the newsroom. Here Media companies have been going a is what he told a meeting of newspaper little crazy in the marketplace. Big editors: companies are being swallowed up by “A good newspaper and a good bigger companies. Disney now owns business go hand in hand.” But what ABC. Viacom brings us MTV and does it mean to be a good business, Showtime. It also owns CBS. NBC is Harris asked. How much profit is now a part of General Electric. enough? How do you balance business Notice the makeup of some of these concerns with serving the public? companies. Many of them combine “Maybe that is the most important news and entertainment businesses. question,” he said. A newspaper is a Mixing them together is not good for public trust, as well as a business. That democracy, some say. makes it different from other businesses. should be different from entertainment values. But it seems that entertainment This is the basis for Approach #2. values have been taking over news Supporters of this approach agree with values. Approach #1 about one thing. There is too much trash in the news media today. For example, before September 11, But Approach #2 does not blame many officials were predicting terrorist journalists. It blames the fact that the attacks. They warned that security at news media are now big businesses. airports was breaking down. But news reporters were busy with stories about Only a few huge companies own JonBenet and sex scandals. There was almost all the news media. These plenty of news to cover in Washington, companies want to earn profits for their D.C. But the public was hearing about investors, Approach #2 supporters say. They are less interested in serving the people. Have the media given up their duty to American democracy? Dan Rather says heads of media AOL/Time Warner Owned Media companies are not bad. They are just and Entertainment Properties: afraid. They are afraid of ratings going down. They are afraid of costs going Home Box Office up. And they are afraid of the prices of New Line Cinema their stocks going down. “They have to America Online deliver to the bottom line,” he says. AOLTW Book Group Those who favor Approach #2 AOLTW Interactive Video want action. They want to open CNN up the marketplace. They want to Time break up the big companies that Time Warner Cable own the media. There should be Turner more diversity among those who Warner Bros. control the media, they say. This Warner Music Group will lead to restoring the public’s trust.

Source: AOL/Time Warner

11 Approach Two

Communications Commission. The FCC used to protect the public from certain market pressures. But that has changed. In 1976, TV channels were required to include some public interest programs. But starting in the 1980s these rules were relaxed. Some were thrown out. TV stations were now allowed to decide what to broadcast. Once, there were limits to how

s many TV stations one company o t o h

P could own. It could own TV d l r o stations that reached 25% of the W e

d nation’s people. In 1996, that limit i W /

P was raised to 35%. In 2002, a court A ordered the FCC to review all its Gary Condit (left) faces the media. limits. The FCC kept cable companies from owning TV stations Congressman Gary Condit. Condit had in the same market. But in 2002, the been accused of having an affair with an court struck down that rule, too. aide. She was later found murdered. For 25 years, one company could not take over a media market. They could not own a newspaper What about the Public Interest? and TV station in the same area. The government used to regulate the The FCC is now thinking of media industry pretty strictly. It was changing that rule. Of course, huge done to stop just what is happening companies already own most of the today. That is, only a few big businesses media. The change is that they control the news media. And business could soon own them in the same values are taking over public service town. values. This has happened because the This trend is the heart of the government has mostly given up problem, according to Approach #2. regulating the media. This is what lets the media ignore It started almost 30 years ago with important issues. This allows them to the airlines. The government used to favor entertainment over news. It allows regulate their prices and routes. It no them to focus on profits. Yet the public longer does that. The airlines now do owns the airwaves. The media have a business in the open market. That broader duty to serve citizens, in this means fighting for their share of the view. market. It means getting bigger. And it Walter Cronkite has been watching means focusing on profits. This is now all these changes. He says media true of other industries as well. company owners should understand The government agency that their responsibility. Some profits should regulates the media is called the FCC. be enough for them. They do not need That stands for the Federal the huge profits they are getting.

12 Approach Two

So, what can be done? One idea is for the FCC to make What Can Be Done? tougher rules again. It should stop The news media have a allowing media companies to make their special role in our democracy. own rules. It should once again act to The marketplace should protect the public interest. That means reflect this. These companies going back to some of their old rules. It should not expect to make means limiting how many media outlets huge profits. one company can own. We need to limit the size of companies that own media More Voices in the Marketplace outlets. There is another way to open up the The FCC should more clearly market. It is to get more voices into it. define the “public interest.” Public broadcasting is one way. The agency should require The Corporation for Public media companies to serve Broadcasting (CPB) has a mission. It is the public interest. to provide new kinds of programs that We should increase support educate the public. CPB also wants to for public broadcasting. provide local programs. And they want to reflect the culture of a diverse group of listeners. They provide links to classroom Many people have listened to programs and lesson plans for teachers. programs CPB has funded. They include “NewsHour” and “Frontline” on Supporters of Choice #2 want more TV. They support programs in Spanish of these kinds of programs. They say and provide Native American programs. Americans need a mix of voices.

New York Times Co. Operating Profits

$700

$600 s r

a $500 l l o D

f $400 o s n

o $300 i l l i

M $200

$100

$0 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 Year

Source: New York Times Co. 13 CAhpopircoeaOchne Two

TV networks lost money after Costs and Tradeoffs September 11. They broadcast around-the-clock news. These Without the resources of huge companies broadcasts were not supported by we would have fewer program choices. sponsors. So they earned no income. The media provide the kind of news that But networks still had to pay their gets high ratings. They get the ratings for people. programs most people choose to watch. Rules could get rid of the kind of news Anyhow, the marketplace works people want. and it works well. Today, we have many choices. Just look at the We want to take power away from media Discovery Channel and The companies. But that would put more power Learning Channel. Without big in the hands of the government. Does this companies, would there be money for pose a threat to our right to free speech? this kind of programming? This is This approach suggests that the FCC make just the kind of programming many more rules for the media. That may mean people say they want. making rules for cable and the Internet as well. Remember Jay Harris? He is the publisher who quit rather than make How else can we do our jobs as newsroom budget cuts. Here is what citizens? Regular networks will not put one journalist replied: money into programs like this. That is “Times are a lot harder in 2001 in because these programs will not get the newspaper industry…. No one enough viewers. These programs will knows how long a downturn will last. not bring in the profits networks want. Nor … how severe it will be,” he CPB gets very little of our federal tax said. So you have to be ready for money. Taxes cover only 12% of the whatever hard times may be ahead. income for public broadcasting. Now, If a newspaper or TV station keeps think about this: losing money, it will die. There are six stars in the TV The FCC only has control over program, “Friends.” Together, they network broadcasting. Many media make $125 million in one season. That messages come over cable or the is half the total that CPB gets for a Internet. The FCC has no control whole year. More could be done to fund over these media. public and TV. Yet recent debates in Congress are about cutting funds for This brings up another question. CPB. Do people really want something different? In this view, we must find ways to broaden programming choices. Approach #2 complains about what we are getting from the media. But maybe we are getting just what Other Views we want. Some people say that Choice #2 misses the point. We need “bigness” in the media to get the news we want. It costs a lot to gather the news. Besides, not all companies are just out to make money. 14 Approach #3 Get the Public In r e r i u q n E - r e g d e L ) A G ( s u b m u l o C — n o s a m o h T d r a h c i R

In the 1980s, Columbus, Georgia, This time, the stories caused a lot of was a town in trouble. The local excitement. So the newspaper decided economy had hit hard times. There to call a town meeting. About 300 were problems with local schools. And people showed up to talk about what citizens did not seem to feel they could could be done. do much to change things. And the paper didn’t stop there. The The local newspaper was called the paper’s editor, Jack Swift, held a picnic Columbus Ledger-Enquirer. Reporters in his own backyard. About 75 people on the paper wrote some stories about came. They formed a new group called the town’s problems. Nobody paid United Beyond 2000. Swift became one much attention. But the paper did not of its leaders. give up. They called a meeting of What would happen if such efforts citizens to see what they thought. took place in other communities? People told the reporters and editors There would be more give-and-take how they saw the issues. After talking to between citizens and the media. The citizens and experts, the paper wrote Ledger-Enquirer showed that it cared another group of stories. 15 Approach Three

about citizens in their town. People The public is on the other side of developed trust in their newspaper. that wall. Citizens have little say about what the media cover. People read, In fact, newspapers in other towns watch, and listen to the news. But often have tried out this approach. Big city they do not trust what the media tell papers in Kansas, Florida, and Ohio are them. Many people are disgusted by the among them. They have brought citizens kind of news they are getting. Problems together to talk about community the media cover often do not reflect problems. their concerns. Approach #3 starts just where the The wall between citizens and the other two approaches start. They all media must come down, according to understand that people distrust the kind Approach #3. Journalists should work of news they get. But Approach #1 more closely with citizens. They should blames the journalists. Approach #2 find out what citizens are interested in blames big money. knowing. They should ask citizens Approach #3 points to a different about how they see the issues. problem. In this view, there is a big wall There are many ways to get citizens between the media and the public. and journalists together. A newspaper, Reporters and editors are on one side of such as the Ledger-Enquirer, can take this wall. They decide what the public the lead. Citizen groups can put wants to know. And they decide how pressure on local media. Citizens can that news will be presented. even create their own news sources. l i c n u o C s w e N a t o s e n n i M f o y s e t r u o C

16 Approach Three

Working Together Andrea Garza knows her San Antonio What Can Be Done? neighborhood. She has raised her kids The media should bring there. She is active in her church. And people together to work on she helps out with community causes. community problems. Garza has a new job. She is the News councils could serve neighborhood reporter for KVDA. This two purposes. They could Spanish TV station has invited everyday help the media check on citizens to become journalists. KVDA their practices. And citizens has given Garza an easy-to-use video would have a way to help set camera. She uses that to make her standards for the media. stories real. When media are not serving This is good for viewers, Garza says. the public interest, people They want to hear from “regular people can tune out. They should like us” about issues they care about. It not buy the newspapers. And encourages people to get more involved they should not watch or listen to the broadcasts. in their communities, she adds. Citizens can start their own In this view, there are many reasons to news sources. For example, support this approach: they can start community It brings out new ideas for news. newsletters. They can use the Internet or public access TV. It produces news from sources people can trust. It creates room for more stories that If they cannot find an answer, the matter to local citizens. council hears the case. Members of the council include 12 people from the news Garza’s work with KVDA proves the media. Twelve citizens also serve on the point, Approach #3 supporters say. The council. When the case is decided, the media improve when they listen to the council puts out a . The public. news outlet that was involved is encouraged to report the finding. Public Referee Newspaper editor Donald Q. Smith is The Minnesota News Council is a member of the council. He tells about another example of citizens and news when he first joined. The council ruled media working together. The council against the news media in the first four was started 30 years ago. It serves as a cases. That bothered him a little, he sort of referee between the press and the says. But these papers did the things public. Its goal is to make sure that news that brought on the complaints. That stories are correct and fair. proved to him that the council was needed. Here is how it works: A citizen complains about a news story. The The council also organizes forums council sets up a meeting between the and educational programs. It puts out a citizen and the news manager. The idea newsletter on . It has helped is to see if they can work it out. So, right sort out 100 complaints about how from the start, they are talking to each the news is covered. In about half, other. journalists have been asked to change their practices. 17 Approach Three g r o . s g o d g n i k r a b . w w w f o y s e t r u o C

This Web site acts as a community newspaper in a Dallas neighborhood. Approach #1 calls for journalists to in Montgomery, Alabama, in set standards. Approach #3 gives this 1956? Black citizens stopped riding the job to the public. Citizens help set the buses. They were protesting segregated standards and make sure journalists are seating practices. They did not want to meeting them. be forced to sit in the back of the bus. The bus boycott was a big success. It was a turning point in the civil rights Breaking Ties movement. But what if none of this works? can force the news media to Tearing down the wall between the rethink their practices. A few years ago, media and the public is not easy. For the NAACP said they would boycott some, there is only one way to do it. the networks. The issue was the lack of That is to tear it down themselves. minorities on TV shows. The networks The “off” button is one way to think agreed to change this. about this approach. Quit reading the A group meeting in Bethesda, paper. Stop watching the news on your Maryland, talked about today’s media. TV. Better yet, start your own news One man said what many were source. thinking. He said he was fed up. He Sometimes, people organize a thought most other people were, too. boycott. They get together to stop using But he thought citizen action could a product or a service. A boycott can be help. “If enough people get mad all at a powerful tool. Remember the bus once it can make a difference,” he said.

18 Approach Three

Each of us can push the “off” lack of interest by those who managed button, of course. But then what? newspapers. Some people are creating their own Bringing down the wall might only news sources. In some places, groups bring more problems. How many have started new little weekly people want the media more involved newspapers. And then, there is the in their lives? Maybe it was a good idea Internet. The Internet makes it possible in Columbus, Georgia. But for the rest for anyone to put out a newsletter. of us? Communities do not need Take, for instance, The Daily Dog. It newspapers to act as civic clubs. We was started in 1999 in Dallas, Texas. Its should keep some space between those goal was to be a community newspaper. who make the news and those who Its stories were “about what happens report it. here every week.” We live in a big and complex world. The Daily Dog has a mix of stories. Most of the news does not take place in Mostly they are written by people in our backyards. It happens in places far neighborhoods. They are about zoning from where we live. We have to rely on issues and the Dallas city council. They journalists to bring us these stories. include profiles of local citizens They have to decide what is important. everyone knows. Some stories come Finally, many people say there are from other sources, if the editors think lots of news sources out there. We are they are written well. Some bigger news free to pick and choose. The problem is media even turn to The Daily Dog, for not lack of good sources. It is that local stories. people need to choose which sources Things can and do change. they like.

Other Views Costs and Tradeoffs These are all nice ideas, some people say. But that is all they are. Sure, it It takes a lot of time to police the news would be nice to be a journalist for a media. Very few citizens have that time. day. It might be nice to sit on a news We live in a big world. Much of the council. It might even be great to start news happens in places far from where your own newsletter. Mounting a we live. Only journalists can bring us boycott that works is also an appealing that kind of news. We have to rely on idea. them to sort out what is important. But the real issue is different. People Organizing boycotts against the media expect good journalism from is a complex task. Are most citizens journalists. It is they who will have to willing to spend the time for this cause? improve to regain citizens’ trust. We might bring down the wall between The news council approach has the public and the media. But do we been tried at a national level. The want the media involved in our lives? National News Council was a group of What about the space we need between media people and citizens. It was those who make the news and those concerned about news coverage. It fell who report it? apart after ten years. This was due to

19 Issue Map Issue Map: Comparing Approaches

Good news reporting is very important for a strong democracy.

But more and more Americans do not trust the news media. We k c o t must change that. This issue book offers three ways of looking at S n o o t the problem. Each suggests different ways of dealing with it. The r a ideas come from citizens and experts across the nation. This C section of the book presents a short outline of each approach.

Approach One: Costs and Tradeoffs Strengthen Accountants have to pass tough Journalists’ Conduct exams. This did not prevent the Journalists need a clear scandals at Enron and WorldCom. set of standards to follow. Like drivers’ licenses, licenses for And they should be reporters would be given by the required to do so. Their state. That could lead to government job in a democracy is to censoring of the media. report the news correctly If standards are written, whose job and fairly. would it be to enforce them? What Can Be Done? Holding journalists to tough Develop a set of standards for good standards might choke off new ideas. reporting. Journalists should be Would it make reporters unwilling to required to follow these standards. take risks? Improve training for journalists. Help them see the difference between good and bad reporting. Require journalists to pass a test before they can practice. Make reporters explain their stories if citizens complain.

20 Issue Map

Approach Two: Costs and Tradeoffs Open Up the Marketplace Making more rules for the news Only a few huge companies own most of media could choke off free speech. the news media. This often means that Huge media companies have lots of profits are more important than good money. Without that, news reporting. We should break up we would have fewer these big companies to ensure different choices of programs. views. The news media are What Can Be Done? already giving many people the news Change the idea that huge media they want. More companies must make huge profits. government rules could Limit how much of one media make it harder for the market can be owned by one media to do that. company. This approach calls for Define “public interest” more stricter rules for network clearly. Then, insist that the companies. media serve that interest. Will these same rules also Provide more funds for public apply to cable companies broadcasting. and the Internet?

Approach Three: Develop local sources to cover Get the Public In issues other media do not cover. There must be more give-and-take Start a local newsletter or a Web between the media and the public. site. Citizens must have more say about the Costs and Tradeoffs kind of news they get. And the media should become more active in Many people may not community affairs. want the media more involved in their lives. What Can Be Done? Most citizens do not Hold more community meetings that have the resources it include citizens and journalists. takes to cover the news. If left to them, the news Ignore news media that do not give media would get worse. us the news we want. Do not buy the papers. Turn off the TV and radio. It takes time for citizens to check closely on the Complain to the news media about news media. Would poor coverage. Boycott newspapers people be willing to make and broadcast stations that do not that effort? respond. It is very hard to organize a boycott that works well. It can also cost a lot of money.

21 What Are National Issues Forums?

ational Issues Forums are The forums could be small meetings or forums that bring people together large ones. But all forums are different Nto talk about important issues. These from just everyday talk or argument. are issues that concern most Americans People in the forums get issue guides today. They include the economy, such as this one. Each forum has a education, health care, poverty, moderator. This person outlines what and crime. will happen in the forum. A moderator does not take part in the deliberation. But he or she helps people to stay Public Deliberation on track. People in these forums talk about issues in a special way. It is called public deliberation. People talk What Are the Results? about the things they care Public deliberation helps people most about. They talk about make good decisions. It also gives different causes for the citizens a more powerful voice. problem they are discussing. That is because it brings out things And they talk about different that are most important to people. things they could do. There It is the view of the problem that are benefits to each action. comes from people most But each action also has a concerned with it. We call this a cost. People in forums come public voice. It often differs from to understand each other’s the way officials look at a problem. And views — even those that are different it is not the same as the results of a poll. from theirs. They do not always agree. It is the voice that comes from But they often find that they have views exchanging ideas with others. It comes and values in common. These common from figuring out a course of action views and values form the basis for together. It may not be an action they public action. all agree on. But it is usually one they can all live with. What to Expect Forums are put on by local groups around the nation. These groups could be schools, churches, or civic clubs, for example. They choose subjects based on people’s concerns. Then they design and run their own forum programs.

22 Post-Forum Questionnaire News Media and Society: How to Restore the Public Trust

Now that you’ve had a chance to participate in a forum on this issue, we’d like to know what you are thinking. Your opinions, along with those of thousands of others who participated in these forums, will be reflected in a summary report that will be available to all citizens, including those who took part in the forums, as well as officeholders, members of the news media, and others in your community.

Strongly Somewhat Somewhat Strongly Not 1. Do you agree or disagree with the statements below? agree agree disagree disagree sure a. Irresponsible journalists are eroding public trust in the media . b. Broadcast journalists are more interested in improving their ratings than in serving the public. c. The news media are more concerned with profits than with public service. d. The ownership of too much of the media industry rests in a handful of huge companies. e. Citizens should have more influence in setting standards for the news media. f. Boycotts are an effective way for citizens to exert influence on the media.

Strongly Somewhat Somewhat Strongly Not 2. Do you favor or oppose each of these actions? favor favor oppose oppose sure a. Journalists should develop a set of standards for news coverage that they would all be expected to follow. b. Journalists should be licensed as are other professionals, such as doctors and teachers. c. We should increase government funding for public broadcasting. d. The federal government should more strictly regulate the media industry. e. Local media should initiate community discussions of civic issues in their communities. f. Citizens should start their own news sources, such as Web sites or newsletters, to address issues their local media fail to address.

continued on next page

23 Post-Forum Questionnaire

Strongly Somewhat Somewhat Strongly Not 3. Do you favor or oppose the statements listed below? favor favor oppose oppose sure a. We should hold journalists to a set of tough standards, EVEN IF that impinges on . b. We should limit the size of media companies, EVEN IF smaller companies will have to reduce the number and variety of offerings large companies can afford. c. Local media should take a more active part in the civic affairs of their communities, EVEN IF this means journalists will be part of the news they report on, which might compromise their objectivity.

4. Are you thinking differently about this issue now that you have participated in the forum? Yes No If yes, how?

5. In your forum, did you talk about aspects of the issue you hadn’t considered before? Yes No

6. What, if anything, might citizens in your community do differently as a result of this forum?

7. How many NIF forums have you attended, including this one? None 1–3 4–6 7 or more Not sure

8. Are you male or female? Male Female

9. How old are you? 17 or younger 18 –30 31 –45 46 –64 65 or older

10. Are you: African American Asian American Hispanic Native American White Other (please specify) ______

Please give this form to the forum leader, or mail it to National Issues Forums , 100 Commons Road, Dayton, Ohio 45459-2777.

24 Writer: Ilse Tebbetts Design and Production: Long’s Graphic Design, Inc. Editor: Ilse Tebbetts Cover Illustration: Bill Glover, Design Partners Copy Editor: Betty Frecker Publisher: Robert E. Daley Questionnaire: Julie Fisher, Ilse Tebbetts, and John Doble About the Kettering Foundation Studies of public deliberation are undertaken by the Kettering Foundation (KF), a nonprofit, nonpartisan research institute with offices in Dayton, Ohio, Washington, D.C. and New York. Founded in 1927, it provides its research on deliberation to members of the NIF network through guides for public deliberation and through reports on findings of interest to NIF participants. KF also compiles and reports on the outcomes of National Issues Forums. For information about the Kettering Foundation or public deliberation, contact the foundation at 200 Commons Road, Dayton, OH 45459-2799 (Phone 800-221-3657) or log on to its Web site: www.kettering.org. Ordering Information To place an order for this guide, write to the National Issues Forums Institute, P.O. Box 41626, call 1-800-600-4060, FAX 1-937-435-7367, or order electronically at www.nifi.org. Other recent topics in this series include terrorism, violent kids, campaign spending, public schools, urban sprawl, privacy and free speech on the Internet, gambling, jobs, alcohol, physician-assisted suicide, Social Security, and Medicare. These may be ordered from Kendall/Hunt Company, 4050 Westmark Drive, Dubuque, Iowa 52002. Phone 800-228-0810. The NIF issue books — both the standard edition and the abridged version at a lower reading level, as well as videocassette versions of the same material — can be ordered from Kendall/Hunt Publishing Company, 4050 Westmark Drive, Dubuque, Iowa, 52002. Phone 1-800-228-0810. The following titles are available:

By the People: Americans’ Role in the World Racial and Ethnic Tensions: What Should We Do? Money and : Who Owns Democracy? Crime and Punishment: Is Justice Being Served? Violent Kids: Can We Change the Trend? A Nice Place to Live: Creating Communities, Fighting Sprawl Public Schools: Is There a Way to Fix Them? Alcohol: Controlling the Toxic Spill Protecting Our Rights: What Goes on the Internet? Gambling: Is It a Problem? What Should We Do? Our Nation’s Kids: Is Something Wrong? At Death’s Door: What Are the Choices? Illegal Drugs: What Should We Do Now? Governing America: Our Choices, Our Challenge

Copyright 2003 National Issues Forums Institute ISBN: 0-7575-057-5