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The
Ten Commandments
Are
They Fair and Balanced?
by
Norman Solomon
August
28, 2003
A
national media spotlight has focused on the battle between the Constitution of
the United States and some religious fundamentalists who viewed themselves as
angels of Montgomery. The removal of a big Ten Commandments monument from an
Alabama courthouse on Wednesday was good news for people who prefer democracy
to theocracy.
But
as the holy smoke clears, news outlets might want to consider the concepts that
have endured on those chiseled tablets -- in the context of the media industry
itself.
Before
proceeding with this column, I wish to inform any litigious corporation among
ye that I will be utilizing quotations from the Ten Commandments for “fair use”
purposes in accordance with Title 17 U.S.C. Section 107.
Rupert
Murdoch and News Corp. should note that while I do not have access to extensive
financial and legal resources of the sort available to Al Franken and his
publisher, I intend to defend myself fully against any claims that Fox News has
a propriety interest in Exodus 20:1-17.
Furthermore,
I would vigorously dispute any claims brought against me by Charlton Heston,
since -- unlike Arnold Schwarzenegger -- I clearly recognize the distinction
between Hollywood movies and real life. As for
the
original content-provider of the Ten Commandments, I am prepared to argue that
all copyright protections have expired.
Now,
let’s consider some implications of the Ten Commandments for modern corporate
media.
1
-- “Thou shalt have no other gods before me.”
This
one has dubious growth potential. As any significant time spent in medialand
ought to make clear, false idols are the essence of the advertising biz. These
days, serious devotion to a non-monetary deity would seem rather quaint in
contrast to Nielsen ratings, Arbitron numbers and the Audit Bureau of
Circulations. The gold standard may have gone the way of the golden calf, but
media references to spiritual pieties can be understood as window-dressing for
an industry that knows there’s a world of difference between prophets and
profits.
2
-- “Thou shalt not make unto thee any graven image.”
No
problem. Wood and stone are passé. Media images are what matter: for fast food,
beer brands, cigarettes, new cars, politicians...
3
-- “Thou shalt not take the name of the Lord thy God in vain.”
No
worries. Cable TV shows and movies are just so cool with all their extremely
naughty words; scriptwriters don’t even bother with taking the Lord’s name in
vain anymore.
4
-- “Remember the sabbath day, to keep it holy.”
The
24/7 media business never puts its feet up. Thou shalt not lose market share.
5
-- “Honor thy father and thy mother.”
That
concept sells occasionally.
6
-- “Thou shalt not kill.”
This
one’s a media loser. At best it only provides ancillary income streams. Any
journalist in the habit of seriously making such an assertion is liable to be
out of a big-media job. (Look what happened in the 1990s to Colman McCarthy at
The Washington Post or Barbara Reynolds at USA Today.) On the other hand, when
pundits opt to start beating plowshares into swords, they’re welcomed by a lot
more mainstream media outlets. (Look what happened for the born-again war
enthusiast Christopher Hitchens.) Hey, when the president says it’s time to
make a killing, you can forget No. 6.
7
-- “Thou shalt not commit adultery.”
BORing.
But a ratings winner among certain demographics.
8
-- “Thou shalt not steal.”
For
a broadcast industry based on massive theft of the public airwaves for private
corporate gain, that one’s a laugher.
9
-- “Thou shalt not bear false witness against thy neighbor.”
After
the Patriot Act (brought to you by George W. Bush and John Ashcroft while
underwritten by much media silence), who’s going to know?
10
-- “Thou shalt not covet thy neighbor’s house, nor anything that is thy
neighbor’s.”
Hey,
you’re supposed to covet just about anything that is thy neighbor’s ... if
you’ve seen it advertised.
Norman Solomon is Executive
Director of the Institute for Public Accuracy (www.accuracy.org) and a syndicated
columnist. His latest book is Target Iraq: What the News Media Didn’t Tell
You (Context Books, 2003) with Reese Erlich. For an excerpt and other
information, go to: www.contextbooks.com/new.html#target. Email: mediabeat@igc.org.
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