It is inaccurate to say that Murrow was unbiased. Clearly, Murrow was a champion of America's lost ideals: individual liberties and rights, truth, free speech, citizen participation. No one doubts that Murrow felt those ideas threatened by Adolph Hitler's Third Reich.
Later, Murrow would feel similarly threatened when our own right wing attacked freedom of speech and free inquiry. It was the McCarthy era, an era not unlike our own —seemingly dominated by those who fear dissent, free speech, open debate, the institutions of a Democratic society. Murrow reacted to McCarthy's threats of surreptitious investigations and attacks on free speech as if they were themselves Nazi bombs that he had earlier described so vividly from the flaming rooftops of London.
Ed Murrow is still with us; he still embodies the very finest that might be found in Western democracies. Unlike our present "leaders" who have exploited and debased the term, Murrow made of Democracy an ideal! Murrow did immeasurably more for the cause of "freedom" than all the GOP/right wing hate and fear mongering had ever done or would ever do. One Murrow is worth one thousand Bushes; one Murrow might not undo the harm done by Bush in Iraq —but his memory might awaken a lost American dream of freedom.
It is with that hope that I post Murrow's very words, excerpts from his prophetic speech to a meeting of the Radio and Television News Director's Association Convention in Chicago. It's as true today as it was on October 15, 1958.
Good night, and good luck!
I have no technical advice or counsel to offer those of you who labor in this vineyard that produces words and pictures. You will forgive me for not telling you that instruments with which you work are miraculous, that your responsibility is unprecedented or that your aspirations are frequently frustrated. It is not necessary to remind you that the fact that your voice is amplified to the degree where it reaches from one end of the country to the other does not confer upon you greater wisdom or understanding than you possessed when your voice reached only from one end of the bar to the other. All of these things you know.
You should also know at the outset that, in the manner of witnesses before congressional committees, I appear here voluntarily-by invitation-that I am an employee of the Columbia Broadcasting System, that I am neither an officer nor a director of that corporation and that these remarks are of a "do-it-yourself" nature. If what I have to say is responsible, then I alone am responsible for the saying of it. Seeking neither approbation from my employers, nor new sponsors, nor acclaim from the critics of radio and television, I cannot well be disappointed. Believing that potentially the commercial system of broadcasting as practiced in this country is the best and freest yet devised, I have decided to express my concern about what I believe to be happening to radio and television. These instruments have been good to me beyond my due. There exists in mind no reasonable grounds for personal complaint. I have no feud, either with my employers, any sponsors, or with the professional critics of radio and television. But I am seized with an abiding fear regarding what these two instruments are doing to our society, our culture and our heritage.
Our history will be what we make it. And if there are any historians about fifty or a hundred years from now, and there should be preserved the kinescopes for one week of all three networks, they will there find recorded in black and white, or color, evidence of decadence, escapism and insulation from the realities of the world in which we live. I invite your attention to the television schedules of all networks between the hours of 8 and 11 p.m., Eastern Time. Here you will find only fleeting and spasmodic reference to the fact that this nation is in mortal danger. There are, it is true, occasional informative programs presented in that intellectual ghetto on Sunday afternoons. But during the daily peak viewing periods, television in the main insulates us from the realities of the world in which we live. If this state of affairs continues, we may alter an advertising slogan to read: LOOK NOW, PAY LATER.
For surely we shall pay for using this most powerful instrument of communication to insulate the citizenry from the hard and demanding realities which must be faced if we are to survive. I mean the word survive literally. If there were to be a competition in indifference, or perhaps in insulation from reality, then Nero and his fiddle, Chamberlain and his umbrella, could not find a place on an early afternoon sustaining show. If Hollywood were to run out of Indians, the program schedules would be mangled beyond all recognition. Then some courageous soul with a small budget might be able to do a documentary telling what, in fact, we have done--and are still doing--to the Indians in this country. ... I have reason to know, as do many of you, that when the evidence on a controversial subject is fairly and calmly presented, the public recognizes it for what it is--an effort to illuminate rather than to agitate....
Our experience was similar with two half-hour programs dealing with cigarette smoking and lung cancer. Both the medical profession and the tobacco industry cooperated in a rather wary fashion. But in the end of the day they were both reasonably content. The subject of radioactive fall-out and the banning of nuclear tests was, and is, highly controversial. But according to what little evidence there is, viewers were prepared to listen to both sides with reason and restraint. This is not said to claim any special or unusual competence in the presentation of controversial subjects, but rather to indicate that timidity in these areas is not warranted by the evidence. ...
Nowhere is this better illustrated than by the fact that the chairman of the Federal Communications Commission publicly prods broadcasters to engage in their legal right to editorialize. Of course, to undertake an editorial policy, overt and clearly labeled, and obviously unsponsored, requires a station or a network to be responsible. Most stations today probably do not have the manpower to assume this responsibility, but the manpower could be recruited. Editorials would not be profitable; if they had a cutting edge, they might even offend. It is much easier, much less troublesome, to use the money-making machine of television and radio merely as a conduit through which to channel anything that is not libelous, obscene or defamatory. In that way one has the illusion of power without responsibility.
... when John Foster Dulles, by personal decree, banned American journalists from going to Communist China, and subsequently offered contradictory explanations, for his fiat the networks entered only a mild protest. Then they apparently forgot the unpleasantness. Can it be that this national industry is content to serve the public interest only with the trickle of news that comes out of Hong Kong, to leave its viewers in ignorance of the cataclysmic changes that are occurring in a nation of six hundred million people? ...
I have no illusions about the difficulties reporting from a dictatorship, but our British and French allies have been better served--in their public interest--with some very useful information from their reporters in Communist China.One of the basic troubles with radio and television news is that both instruments have grown up as an incompatible combination of show business, advertising and news. Each of the three is a rather bizarre and demanding profession. And when you get all three under one roof, the dust never settles. The top management of the networks with a few notable exceptions, has been trained in advertising, research, sales or show business. But by the nature of the corporate structure, they also make the final and crucial decisions having to do with news and public affairs.
Frequently they have neither the time nor the competence to do this. It is not easy for the same small group of men to decide whether to buy a new station for millions of dollars, build a new building, alter the rate card, buy a new Western, sell a soap opera, decide what defensive line to take in connection with the latest Congressional inquiry, how much money to spend on promoting a new program, what additions or deletions should be made in the existing covey or clutch of vice-presidents, and at the same time-- frequently on the same long day--to give mature, thoughtful consideration to the manifold problems that confront those who are charged with the responsibility for news and public affairs.
Sometimes there is a clash between the public interest and the corporate interest. A telephone call or a letter from the proper quarter in Washington is treated rather more seriously than a communication from an irate but not politically potent viewer. It is tempting enough to give away a little air time for frequently irresponsible and unwarranted utterances in an effort to temper the wind of criticism.Upon occasion, economics and editorial judgment are in conflict. And there is no law which says that dollars will be defeated by duty. ...
There is no suggestion here that networks or individual stations should operate as philanthropies. But I can find nothing in the Bill of Rights or the Communications Act which says that they must increase their net profits each year, lest the Republic collapse. I do not suggest that news and information should be subsidized by foundations or private subscriptions. I am aware that the networks have expended, and are expending, very considerable sums of money on public affairs programs from which they cannot hope to receive any financial reward. I have had the privilege at CBS of presiding over a considerable number of such programs. I testify, and am able to stand here and say, that I have never had a program turned down by my superiors because of the money it would cost.But we all know that you cannot reach the potential maximum audience in marginal time with a sustaining program.
This is so because so many stations on the network--any network--will decline to carry it. Every licensee who applies for a grant to operate in the public interest, convenience and necessity makes certain promises as to what he will do in terms of program content. Many recipients of licenses have, in blunt language, welshed on those promises. The money-making machine somehow blunts their memories. The only remedy for this is closer inspection and punitive action by the F.C.C. ...
What, then, is the answer? Do we merely stay in our comfortable nests, concluding that the obligation of these instruments has been discharged when we work at the job of informing the public for a minimum of time? Or do we believe that the preservation of the Republic is a seven-day-a-week job, demanding more awareness, better skills and more perseverance than we have yet contemplated. ...
So the question is this: Are the big corporations who pay the freight for radio and television programs wise to use that time exclusively for the sale of goods and services? Is it in their own interest and that of the stockholders so to do? The sponsor of an hour's television program is not buying merely the six minutes devoted to commercial message. He is determining, within broad limits, the sum total of the impact of the entire hour. If he always, invariably, reaches for the largest possible audience, then this process of insulation, of escape from reality, will continue to be massively financed, and its apologist will continue to make winsome speeches about giving the public what it wants, or "letting the public decide." ...
To a very considerable extent the media of mass communications in a given country reflect the political, economic and social climate in which they flourish. That is the reason ours differ from the British and French, or the Russian and Chinese. We are currently wealthy, fat, comfortable and complacent. We have currently a built-in allergy to unpleasant or disturbing information. Our mass media reflect this. But unless we get up off our fat surpluses and recognize that television in the main is being used to distract, delude, amuse and insulate us, then television and those who finance it, those who look at it and those who work at it, may see a totally different picture too late.I do not advocate that we turn television into a 27-inch wailing wall, where longhairs constantly moan about the state of our culture and our defense. But I would just like to see it reflect occasionally the hard, unyielding realities of the world in which we live. ...
I began by saying that our history will be what we make it. If we go on as we are, then history will take its revenge, and retribution will not limp in catching up with us.We are to a large extent an imitative society. If one or two or three corporations would undertake to devote just a small traction of their advertising appropriation along the lines that I have suggested, the procedure would grow by contagion; the economic burden would be bearable, and there might ensue a most exciting adventure--exposure to ideas and the bringing of reality into the homes of the nation.To those who say people wouldn't look; they wouldn't be interested; they're too complacent, indifferent and insulated, I can only reply: There is, in one reporter's opinion, considerable evidence against that contention. But even if they are right, what have they got to lose? Because if they are right, and this instrument is good for nothing but to entertain, amuse and insulate, then the tube is flickering now and we will soon see that the whole struggle is lost.This instrument can teach, it can illuminate; yes, and it can even inspire. But it can do so only to the extent that humans are determined to use it to those ends. Otherwise it is merely wires and lights in a box. There is a great and perhaps decisive battle to be fought against ignorance, intolerance and indifference. This weapon of television could be useful. Stonewall Jackson, who knew something about the use of weapons, is reported to have said, "When war comes, you must draw the sword and throw away the scabbard." The trouble with television is that it is rusting in the scabbard during a battle for survival.
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