Elections of the Mainstream Media: A Capitalist Conundrum

When it comes to the mainstream media, the question often arises, 'Who elected the mainstream media? Why don't we have a say in what they report or do at all?' This fundamental issue is rooted in the inherent dynamics of the capitalist system. In an economically free society, revenue determines the direction and focus of media outlets, ensuring consistent profits for their shareholders. This article explores how mainstream media functions, who 'we' are, and what avenues exist for audience participation.

The Economics of Media

In any free-market society, revenue is critical for survival. Mainstream media outlets report in a way they hope will attract the most loyal and consistent audience, primarily through advertising dollars. The profit aspirations of shareholders drive these decisions. If you want to have a say in what the media reports, you need to invest heavily in the companies, essentially making one dollar equal one vote. This is a stark example of how money and influence intertwine in the media landscape.

Capitalism and Criticism

One might argue that as citizens, we have the power to 'vote' with our consumer choices. However, this potential for influence is often misconstrued. When it comes to mainstream media, you can choose not to watch, read, or listen, and indeed, this is one form of 'voting.' But the idea that you and I can have a direct say in what the mainstream media reports is laughable. In the realm of the U.S., this belief only exists in alternate universes, not in the real world.

First Amendment and Partial Influence

The First Amendment ensures freedom of expression for all, including mainstream media outlets. While you can criticize the media all you want, this does not mean you have a say in their reporting. Instead, you can address concerns by writing letters to the editor, participating in focus groups, or engaging with news organizations directly. However, if you truly want to influence content, you need to act consistently and through significant changes in audience behavior. For instance, if a newspaper's readership wanes due to unfavorable content, it risks losing advertising revenue and eventually ceasing operations.

Ratings and Audience Influence

There is a mechanism known as ratings which allows for audience influence. Ratings are particularly critical during 'sweeps,' a period when media organizations evaluate their audience size. Shows with low ratings may be forced to go off the air. For newspapers, letters to the editor can directly impact content. Public complaints, if backed by a significant audience movement, may prompt news organizations to take swift action. Essentially, the media does have a barometer—audience satisfaction—which helps them adjust their content to meet audience expectations.

In conclusion, while the mainstream media operates under the constraints of capitalism, there are ways for audiences to influence their content. Whether through consistent audience behavior, direct engagement, or the power of ratings, you do have a say, albeit indirectly. In a free-market society, the market decides much of what happens in the media, and you are part of that market. By choosing what to support, you shape the landscape of information available.