Lessons In How Media Works — FOR THE MEDIA

I sure hope someone at CNN or MSNBC reads this. I know I can help them. I’ve got real world bona fides in my pocket, too. Having run TV shows, written and produced feature films, written scripts for computer games, advertising, blah-blah-blah-blah-blah, I know a thing or two about VISUAL storytelling. I know how the medium works.

That doesn’t mean you have to listen to me, CNN & MSNBC, it just means you wouldn’t be stupid to at least hear me out.

The “Biggie” — the mistake you make repeatedly as if you were absolute amateurs — understanding how FRAMING works. You don’t. That applies equally to visuals & storytelling. Framing eludes you.

Let’s start with visuals. A TV screen is like a canvas filled with information and visual vocabulary. Take THIS screen for instance…

This was Bill Nye debating climate science denier Marc Morano. I’m sure you know who Bill Nye is. Morano (to quote Wikipedia) is “a former Republican political aid who founded and runs the website ClimateDepot.com. ClimateDepot is a project of the Committee for a Constructive Tomorrow  (CFACT), a non-profit organization based in Washington, D.C. that denies the scientific consensus on climate change. Morano’s in the “deny all the science” business, got it?

When CNN puts these two people on-screen together, they present them in a simple 50-50. Each man gets half the frame. Now, here’s the part where you need to pay CAREFUL ATTENTION, CNN & MSNBC — in the visual vocabulary, a 50-50 frame says that both arguments have equal weight. One is as true or likely as the other. All of Bill Nye’s science has the exact same weight — in terms of its rightness or wrongness — as Marc Morano’s science-less, data-less, fact-less, EVERYTHING-LESS bullshit. It doesn’t matter what Morano says, in fact. The more ludicrous his pronouncements the better, in fact, from HIS corrupt point of view because the point of the exercise isn’t to “INFORM” anyone, it’s to dis-inform EVERYONE!

Get it? The more nonsense Morano spews, the more he diminishes all the facts on the other side of that 50-50 screen. The shot itself diminishes the value of the Truth within it? How’s that for twisted?

While that particularly framing happens less frequently now — because climate denial gets less air time — when it does get air time? It still gets to claim equal validity. Of course, CNN & MSNBC could “frame” climate denial first before putting it on their air — that, too, is a possibility. They could point out that one of the two arguments being presented is real while the other is complete horse shit — let the buyer beware! — but they won’t. The other way they could frame the discussion correctly would be to re-imagine the screen presentation of the two sides relative to their truthfullness.

Instead of a 50-50, the screen would be 99.9% Bill Nye and <1% Mark Morano. Like this —

See how that would more accurately represent — in visual language — the relative weight of each person’s argument? See how it feels like a giant talking to an ant? Or an adult speaking to a stupid child?

Let’s move on to my other “framing” bugaboo (I know those CNN & MSNBC eyeballs have a low tolerance for boredom and sitting still. How else do you let “Mexicans are rapists” and “pussy grabbing” stand?) This one begins with that unfortunate disease spreading like an STD through America’s Journalism Schools: “Both Sides Do It” and its brother-disease “False Equivalence Reporting”. The symptom is a reporter repeatedly giving the benefit of the doubt to someone who absolutely doesn’t deserve any such benefit (example — Trump. Why would any reporter give anything that spews from Donald Trump’s anus-shaped mouth a shot at being true when every bit of data says even “hello” & “good-bye” coming from Trump are most likely lies)?

So — if we accept the premise that Donald Trump is a liar — then any time you (CNN or MSNBC) begin your reporting with something Trump says — but without telling your audience Trump is a known liar who’s probably lying right now — your context-free steno-pooling of Trump’s lies have just given those lies the look, feel & legitimacy of Truth. But, it’s not.

When CNN & MSNBC report — as they did today — that Trump gave a good, solid D-Day Memorial speech, they make it sound like Donald Trump is a normal president. But that’s NOT the correct context, is it? In fact, Donald Trump’s presidency has been anything but normal — and, in fact — everything in Trump’s pretty speech (written FOR him by other people) is contradicted by virtually everything Trump’s ever done as president or said over the course of his entire life. Throw in the fact that he’s a goddamned TRAITOR and it gets truly absurd.

Sorry, CNN & MSNBC, but pretty words spoken by a TRAITOR are still just pretty words. SPOKEN BY A TRAITOR. See how that’s actually the headline?

One last criticism while/if I have CNN/MSNBC eyeballs: storytelling works by adding information and then using that new information as the BASIS for ongoing storytelling. Think of it as moving a football down the field toward a touchdown. Adding information to a story is like running a play. All added yardage moves us closer to our goal.

And yet… the stunning majority of on-air “talent” at CNN & MSNBC are utterly incapable of performing this simple party trick. They keep returning to a kind of mental “Square One” where they’ve never learned ANYTHING beyond the information they started with: Donald Trump is “president” which means everything is normal.

Too bad that was never the case. Never mind… those same merchants of mediocrity then take that flawed starting point and — here’s the nutty part — continue to deny knowing anything beyond it regardless of all the actual information raining down on them. They ask questions steeped in ignorance (the worst — tossing out the info as if it required a Rosetta Stone to decipher to their talking head group with a generic “What do YOU make of it?” as if the mere thought of thinking about it themselves was horrifying).

You are allowed, CNN & MSNBC, to use information as you receive it. Refusal to accept and contextualize new information is not the same thing as “being fair as a journalist”. It’s sticking your fool head in the sand.

Quit flattering yourselves.

Now you know what Lesson Two will be all about…

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