Beware of Sinclair: The Next Wave of Fake News
As if the propaganda and distortions that ooze out of Fox News isn’t enough to damage to the quality of public discourse, Fox has a younger sibling who is growing and gaining strength and influence. This is Sinclair news and “Media Matters” recently reported on their newfound influence. We are in the middle of an unprecedented war with the press prompted mostly by the President and his conscious attempts to manipulate the public impressions of what the press is trying to do. The Sinclair corporation has focused on local news and blatantly controls content so as to propagate conservative influences.
Sinclair is known for some particularly manipulative tactics: acquiring and consolidating local news stations and then deceitfully blending advertising with news, including cutting budgets and taking shortcuts with any production of content that meets journalistic standards.
Sinclair has been around for some time but it recently is gaining in strength and influence. It is increasingly—and blatantly—running a right wing message and has taken its cues from Roger Ailes and Fox when it comes to ensuring that its political perspective is foregrounded. Sinclair has hired a Trump aide (Boris Epshteyn) who is charged with ensuring that Sinclair’s right wing proclivities find their way properly into the content of the media.
What is even worse, according to Media Matters, is that the Trump presidency is assisting Sinclair with changing FCC regulations that currently limit its ownership so that Sinclair can grow. And, it should be noted, that Sinclair is trying to operate in markets deemed most useful to meeting the needs of national elections.
Boris Epshteyn is known for his strict adherence to his own policy of “must run.” That is, he forces the affiliates to run certain segments that meet the political preferences of the corporation. His policy at times has been so outrageous that it prompted John Oliver to make fun of it (video is 19 minutes long but should watch at least 10 minutes) which is yet another indication of its growing presence.
Sinclair has made a conscious choice to focus on “local” news for three reasons. First, data show that local news is more respected and considered more trustworthy than national news. Viewers simply think that organizations like CNN or CBS are more biased. Second, the policy of “must run” means that the prepared statements are from the hand of corporate headquarters but the words are spoken from the mouth of the local newscaster who is typically more trusted. The local newscaster, who is recognizable and congenial and even speaks in the local dialect, is forced to utter and account for the political message. And third, local markets are less saturated and developed and ripe for exploitation.
The key issue here is not necessarily that a station leans left or right since all media has at least some political leaning. But that is not what we are seeing in the contemporary discourse. Rather, it is the purposeful distortions and deliberate attempts to manipulate the discourse based not on argument or reason preference but on implications, conspiracies, and factoids. When “real” news is called “fake” news, and millions of people casually accept this distinction, the quality of the political culture is threatened, and Sinclair takes a step forward.