PUBLIC SERVICE, PRIVATE MEDIA: THE POLITICAL ECONOMY OF THE CABLE-SATELLITE PUBLIC AFFAIRS NETWORK (C-SPAN) by GLENN MICHAEL MORRIS A DISSERTATION Presented to the School of Journalism and Communication and the Graduate School of the University of Oregon in partial fulfillment of the requirements for the degree of Doctor of Philosophy June 2010 11 University of Oregon Graduate School Confirmation ofApproval and Acceptance of Dissertation prepared by: Glenn Morris Title: "Public Service, Private Media: The Political Economy ofthe Cable-Satellite Public Affairs Network (C-SPAN)." This dissertation has been accepted and approved in partial fulfillment ofthe requirements for the degree in the Department of Journalism and Communication by: Janet Wasko, Chairperson, Journalism and Communication Carl Bybee, Member, Journalism and Communication Gabriela Martinez, Member, Journalism and Communication John Foster, Outside Member, Sociology and Richard Linton, Vice President for Research and Graduate Studies/Dean ofthe Graduate School for the University of Oregon. June 14,2010 Original approval signatures are on file with the Graduate School and the University of Oregon Libraries. 111 © 2010 Glenn Michael Morris IV An Abstract of the Dissertation of Glenn Michael Morris for the degree of Doctor of Philosophy in the School of Journalism and Communication to be taken June 2010 Title: PUBLIC SERVICE, PRIVATE MEDIA: THE POLITICAL ECONOMY OF THE CABLE-SATELLITE PUBLIC AFFAIRS NETWORK (C-SPAN) Approved: _ Dr. Janet Wasko The Satellite-Cable Public Affairs Network (C-SPAN) is the only television outlet in the U.S. providing Congressional coverage. Scholars have studied the network's public affairs content and unedited "gavel-to-gavel" style of production that distinguish it from other television channels. However, the network's ownership structure and funding, which are also unique, have not been systematically analyzed. This study fills a gap in C-SPAN scholarship by providing a structural analysis of the network. C-SPAN was founded and is sponsored by the U.S. cable industry. The industry insists its support for the network is based on public service. However, this study reveals that C-SPAN affords the cable industry a number of substantial political economic benefits: a political lever in Washington and with local franchise authorities, a risk-free testing ground for new products and services, and assistance in selling subscriptions for v other fee-based services. This study argues that these material benefits are the motivation for the cable industry's support, not public service. It also is argued that C-SPAN can only be comprehensively understood through its relationship to the capitalist political economy of the U.S. To contextualize this relationship, the study provides a history of Congressional television, the cable industry, and satellite technology. These circumstances reveal that the network was less an act of individual cable executives' selfless altruism than a product of political pressures, economic realities, and technological breakthroughs. The study also discusses the implications of a private public affairs network. C-SPAN is a perfect case study of what has been labeled "neoliberalism," or the form of global capitalism based on privatizing social services and regulating industry using rules favorable to the needs of capital, not civil, society. At a social level, the network enables the accumulation of wealth for a select few, enabling these private interests to gain social power. The study concludes that C-SPAN may serve the public, but it is not a public service. VI CURRICULUM VITAE NAME OF AUTHOR: Glenn Michael Morris PLACE OF BIRTH: Eugene, OR DATE OF BIRTH: July 29,1974 GRADUATE AND UNDERGRADUATE SCHOOLS ATTENDED: University of Oregon, Eugene Oregon Montana State University, Bozeman Montana DEGREES AWARDED: Doctor of Philosophy in Communication & Society, June 2010, University of Oregon. Master ofScience in Communication and Society, June 2005, University of Oregon. Bachelor of Arts in Motion Picture Video Production, May 1997, Montana State University. AREAS OF SPECIAL INTEREST: Political Economy of Communication PROFESSIONAL EXPERIENCE: Graduate Teaching Fellow, University of Oregon, seven years. Video Producer, Legislative Administration Committee, five years. Photographer, KEZI-TV, one year. VB ACKNOWLEDGMENTS I would not have been able to begin, let alone complete, this project without Rachel Morris. Rachel listened when I needed an ear and spoke when I needed to listen. Her unflagging strength and ready humor enabled me to spend one more day in the library. I would also like to acknowledge my chair, Dr. Janet Wasko, for showing me critical communication studies are not only important to our field but essential to society. Dr. Wasko's consistent acceptance of my vision and patient answering of my questions thorughout my career have shaped my research more than I can say. For introducing me to the conceptual framework used in this study, Marxist political economy, I wish to thank Dr. John Foster. Political economy not only represented the first time theory "clicked" with me it was the first time my long standing questions about society were answered with clarity and consistency. For his well timed and framed questions, as well as his uncanny ability to offer a much needed literary reference, I would like to thank Dr. Carl Bybee. Dr. Gabriela Martinez offered me an intellectual and personal model of what a rigourous scholar could look like. Through our many conversations Dr. Martinez pushed me to think beyond the initial perceptions I had about the world. V111 This dissertation is dedicated to Sharon Anne Morris. "Mom's Mood Is: Good." ix TABLE OF CONTENTS Chapter Page I. INTRODUCTION.................................................................................................... 1 Overview of the Study......................................................................................... 7 Research Questions.............................................................................................. 10 Why Does the Cable Industry Provide C-SPAN 11 What Does It Mean for U.S. Society to Have C-SPAN Privately Controlled......... 13 How the Study Is Organized....... 15 Significance of the Study..................................................................................... 16 II. THEORETICAL FRAMEWORK.......................................................................... 18 Theories of Political Economy............................................................................. 19 Political Economic Theory and C-SPAN............................................................ 26 Literature 28 Cable Industry................................................................................................... 28 C-SPAN Studies................................................................................................ 31 Corporate Social Responsibility....................................................................... 33 Methods................................................................................................................ 36 Limitations........................................................................................................... 41 Conclusion.......... 43 III. PROFILE OF C-SPAN.......................................................................................... 45 A Brief History of C-SPAN................................................................................ 46 C-SPAN's Unique Characteristics............... 48 Content........................................................................................................... 51 Production Style............... 55 Ownership and Funding 57 Ownership... 58 Funding........................................................................................................ 62 Conclusion... 69 x Chapter Page IV. CONGRESSIONAL TELEVISION...................................................................... 72 Historical Overview: Congress and Television the 1930's - 1970's.................. 73 Legislative Reorganization Movements................ 78 It's Official: Form a Committee......................................................................... 82 Congress Seeks Public Relations Makeover........ 85 Cable Television................................................................................................. 94 Congressional Power Struggles............................ 97 The Birth of C-SPAN 105 House 90 Day Test... 106 Floor Debate........................................................................................................ 107 Cable Opens the Door, C-SPAN Steps In........................................................... 108 House Rules Committe Study 112 Legislators Promote Cable.................................................................................. 117 Conclusion 119 V. CABLE AS A SOCIAL MOVEMENT 121 Blue Skies: Cable in the Late 1960's 122 Satellites: Beyond the Blue Skies............................................ 134 The Marriage of Cable and Satellites.................................................................. 140 Cable Embraces "Public Service" 143 Conclusion 147 VI. CABLE'S FREEZE AND THAW 150 Cable's Freeze: 1968 - 1972 151 Cable's Thaw: 1972-1975 155 Cable's Financial Crisis: 1972 - 1975 159 The Political Roots of Neoliberalism 161 Open Skies.......................................................................................................... 168 The Rise of Satellite