5. Under the influence.
In November, Mark Halperin of Time, who is both a student of pack behavior and a creature of the pack, wrote a revealing op-ed piece about this "illusion that we understand." He said he had been under the influence of Richard Ben Cramer's massive and fascinating book, "What It Takes," about the 1988 battle for the White House. Halperin wrote:
"I'm not alone. The book's thesis -- that prospective presidents are best evaluated by their ability to survive the grueling quadrennial coast-to-coast test of endurance required to win the office -- has shaped the universe of political coverage.
"Voters are bombarded with information about which contender has 'what it takes' to be the best candidate. Who can deliver the most stirring rhetoric? Who can build the most attractive facade? Who can mount the wiliest counterattack? Whose life makes for the neatest story? Our political and media culture reflects and drives an obsession with who is going to win, rather than who should win."
Right there, Halperin identifies the roots of mindlessness in campaign coverage: All right, press team, when that door opens, I want you go out there and find out for us... WHO IS GOING TO WIN?
That's the baseline question. But how good a question is it?
The only decent definition of "information" I know of states that it is a measure of uncertainty reduced. But voters are the ones who reduce uncertainty in elections. They can do it pretty well themselves, without the help of horse-race journalists. Halperin once thought it fine to obsess over "the race," because he considered the race a good proxy for the leadership test we're supposed to be conducting during the now-well-more-than-a-year it takes to elect a new president.
"But now I think I was wrong," he writes. George W. Bush passed his horse-race test and flunked the leadership test once in office. So did Bill Clinton, Halperin says. Both were good campaigners and strategists. Their weaknesses only became glaring to the pack when they were in office, he argues.
Let me say it again: Reporters have no special insight into how elections will turn out. According to Halperin, a thesis that has "shaped the universe of political coverage" is false; the rigors of the race do not produce good outcomes. So what does the pack do now? "Well, we pause, take a deep breath and resist. At least sometimes... we can try to keep from getting sucked in by it all."
This is the same limp remedy Harris and VandeHei offered. They know they're stuck with horse-race journalism. They know what a mindless beast it can be -- and what a mindless beast they can be. And, above all else, they know they're not going to change it. After all, they are it. Glenn Greenwald of Salon was right to point to this exchange between NBC's Tom Brokaw and Chris Matthews as the results from New Hampshire came in...
"BROKAW: You know what I think we're going to have to do?
"MATTHEWS: Yes sir?
"BROKAW: Wait for the voters to make their judgment.
"MATTHEWS: Well what do we do then in the days before the ballot? We must stay home, I guess."
Matthews was being the realist: Without who's-going-to-win, "we" might as well stay home. Brokaw (now long retired as the face of the NBC brand) gave him an apt warning in response: "The people out there are going to begin to make judgments about us if we don't begin to temper that temptation to constantly try to get ahead of what the voters are deciding." But he was speaking as if the media had a mind and could shift course.
6. Less innocence, more politics.
Let's see if we can bring these strands together. I've been picking at the weaknesses of horse-race coverage, but to really understand it we need to appreciate its practical strengths.
Who's-gonna-win is portable, reusable from cycle to cycle, and easily learned by newcomers to the press pack. Journalists believe it brings readers to the page and eyeballs to the screen. It "works" regardless of who the candidates are, or where the nation is in historical time. No expertise is actually needed to operate it. In that sense, it is economical. (And when everyone gets the winner wrong the "surprise" becomes a good story for a few days.) Who's going to win -- and what's their strategy -- plays well on television, because it generates an endless series of puzzles toward which journalists can gesture as they display their savviness, which is the unofficial religion of the mainstream press.
But the biggest advantage of horse-race journalism is that it permits reporters and pundits to "play up their detachment." Focusing on the race advertises the political innocence of the press because "who's gonna win?" is not an ideological question. By asking it you reaffirm that yours is not an ideological profession. This is experienced as pleasure by a lot of mainstream journalists. Ever noticed how spirits lift when the pundit roundtable turns from the Middle East or the looming recession to the horse race, and there's an opportunity for sizing up the candidates? To be manifestly agenda-less is journalistic bliss. Of course, since trying to get ahead of the voters can affect how voters view the candidates, the innocence, too, is an illusion. But a potent one.
Imagine if we had them all -- the whole Gang of 500 -- in a room and we asked them (off the record): How many of you feel roughly qualified to be Secretary of State? Ted Koppel having retired, no hands would go up. Secretary of the Treasury? No hands. White House Chief of Staff? Maybe one or two would raise a hand. Qualified to be President? No one would dare say that. Strategist for a presidential campaign? I'd say at least 200 hands would shoot up. Reporters identify with those guys -- the behind-the-scenes message senders -- and they cultivate the same knowledge.
What a waste! Journalists ought to be bringing new knowledge into the system, as Charlie Savage and the Boston Globe did in December. They gave the presidential candidates a detailed questionnaire on the limits of executive branch power and nine candidates responded. This is a major issue that any candidate for president should have to address, given the massive build-up of presidential power engineered by George W. Bush and Dick Cheney. We desperately need to know what the contenders for the presidency intend to do -- continue the build-up or roll it back? -- but we won't know unless the issue is injected into the campaign.
Now, that's both a political and a journalistic act. And where does the authority for doing such things come from? There is actually no good answer to that within the press system as it stands, and so the beast would never go there.
The Globe's questionnaire grew out of Savage's earlier reporting on the "unitary executive" and the drive to create an "unfettered presidency." (See this PBS interview with Savage; also, contrast the Globe's treatment with more of a throwaway effort from the New York Times.) Here, the job of the campaign press is not to preempt the voters' decision by asking endlessly, and predicting constantly, who's going to win. The job is to make certain that what needs to be discussed will be discussed in time to make a difference -- and then report on that.
- - - - - - - - - - - -
This article originally appeared on TomDispatch.com.
About the writer
Jay Rosen teaches journalism at New York University, and is the creator of the blog PressThink." He is the co-publisher with Arianna Huffington of OfftheBus, a collaboration between NewAssignment.Net and the Huffington Post in which citizen journalists tackle the '08 campaign.
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