I never imagined that I’d find myself quoting Bill’s one-time heart throb (okay, eons of time ago), but using her just happens to suit my purpose. (Guess Bill and I aren’t so different after all….)
A persistent (make that constant) theme I have extolled in both writing and speaking is that as Conservatives we should not fall prey to the ingrained habit of referring to the all-but-obsolete establishment media as “the mainstream” or “MSM.” Could anything be further from the truth? Stop and think about it for a minute….
As I like to tell audiences, “You’ll never see [David Gregory or Katie Couric, et al.] at a Denny’s!” It isn’t going to happen!
Back during the Roger Staubach Era, the Dallas Cowboys were affectionately referred to as “America’s Team.” As one might imagine, such a moniker would be considered the gold standard in the world of marketing or PR.
Imagine that you are starting a new grocery store chain, and through a stroke of luck you become known as “America’s Grocer.” Could it get any better than that?
Imagine, on the other hand, that you are one of the “Big Three” television and news networks – NBC, ABC, or CBS. Imagine also that over the past 50 years your viewership has plummeted from a virtual collective dominance of 100% to, say, 25% of the “news”- viewing public.
That would still represent one out of four American adults watching, but put in perspective, three out of four “news”-watchers would have rejected your collective “news” coverage. Not very good!
While that was merely a hypothetical construction on my part, here are some actual numbers for “Evening News Ratings,” obtained at MediaBistro.com:
NBC – 9,640,000 (Total Viewers)
ABC – 8,628,000 ( ” ” )
CBS – 7,482,000 ( ” ” )
Those numbers combined make 25,750,000 out of the current U.S. Population of 315,497,649. The annual population increase is estimated elsewhere (by extension) to be .76%. The U.S. Census Bureau estimated the number of adults 18 or over to be 234,564,000 in 2010, which would be roughly 240,000,000 today, in 2013.
Thus the “Big Three” viewers among the total U.S. adult population (over 18) would be approximately 10.7%…far less than my “guesstimate” of 25%.
One site I came across seemed to indicate that some 74% of adults watch at least some news program weekly. According to this site, “CNN (20%) and FOX News (18%) are the television channels adults most often turn to when they want news or information related to politics or public affairs. These are followed by the networks, including ABC (9%), NBC (8%) and CBS (7%). Other channels include MSNBC (5%), C-SPAN (3%), PBS (3%) and CNBC (1%).”
These figures – for those who watch news or “political/public affairs” programs, as opposed to strictly the “Nightly [Network] News” – show an aggregate of 24%of Adults watching the Big Three.
Getting back to the Nightly Network News (America’s staple before Cable and the Internet)…it would appear that my hypothesis was spot on among viewers ages 25-54, whose numbers looked like this:
NBC – 2,643,000
ABC – 2,328,000
CBS – 2,141,000
For a combined total of: 7,112,000
Removing those 18-24 (31,377,456) and those 55 and over (78,516,273), from the total number of those 18 and over (140,000,000), we end up with 30,106,271. Of that number, the 7,112,000 nightly network “news” viewers ages 18-24 make up some 23.6%.
I’m not sure, frankly, why MediaBistro.com chose to include a breakout for that particular statistical bracket – surely those over 54 are still keenly interested in what is going on in their country, even if many of those 18-24 are not – but in either case, the percentage of those watching network news range between an estimated minimum of 10.7% and a maximum of 23.6%.
Enough of statistics already, but I felt the need to support my thesis with more than just my opinion. It would be easy to dismiss my argument (that the Establishment Media is anything but the “mainstream,” and should not be thoughtlessly granted cult-like status by calling it that) as or as merely semantical or “academic.”
To do so, however, would represent a colossal failure to recognize the power of labels, or, in a broader sense, the power of language, or that of thought itself (the subject of my first book series, entitled The Secret of Life – Xlibris, 2008).
For those not versed in the science of the mind, the human subconscious (in contrast with the conscious mind) takes things we say and hear quite literally, as fact, as it were…especially when these “facts” are heard and parroted incessantly, by virtually everyone in the culture, on “both sides of the aisle” – including ourselves!).
Those of us who are parents may be keenly aware of the dramatic power – for better or for worse – of labels. While each of my daughters rightly considers herself to be her dad’s “favorite,” I have nicknames for each of them, as well as for our sons. For the most part these nicknames are more on the “cute” side – some having been derived from the inability of younger siblings to pronounce their older siblings’ names, for example – but one of them simply evolved from my repeatedly calling her “special.”
One day at the grocery store or doctor’s office – I wasn’t there, but received the report from my wife later on – an older woman complimented this particular daughter on her big, beautiful eyes, and asked, “What’s your name, little girl?” To which she replied, with the utmost in child-like sincerity and belief – “Special.” And from that day to this she has officially been known as “Special”…and it seems to have had a profound effect upon her life! (I am proud of each of my children, but I believe the success of this particular one has been directly attributable to the self-affirming “label” she has carried throughout her life.)
I will end my obvious point by reminding each of us that the Obsolete Establishment Media (or OEM) is just that. No, it isn’t 100% obsolete, but when less than 1 in 9, or 1 in 4 adults continue to “tune in” (perhaps tune out reality would be more accurate), it can hardly be called the “mainstream media” or “MSM.” Think of it: either 3 out of 4, or nearly 9 out of 10 “adults” are no longer watching – down from 10 out of 10 (of those who were watching anything in the way of “news”) some 20-30 years ago!
Let me underscore that in another way: 75-90% no longer watch the so-called (absurdly-called) “mainstream” media! So enough of the madness! (Those on the Left, of course, completely accept that they are the “mainstream” – even though polls clearly indicate that self-identifying “Conservatives” outnumber “Liberals” by 2 to 1 – 41% to 21% in 2011.)
Think about that: twice as many Conservatives as Liberals…and yet we refer to those extolling the views of the latter (a mere fifth of the adult population) as the “mainstream.” This is a coup of which both Edward Bernays , the “Father of Propaganda,” and his Nazi adherent Joseph Goebbels would have been extremely proud!
To be continued….
Tom Ballantyne is the author most recently of Uncommon Sense…Apparently! A Call To Arms, and Oh Really, O’Reilly! – both available at Amazon.com and at his website: www.UncommonSenseNow.com.








What Difference Does It Make…?
Author’s Note - I began my most recent post with the following:
“I never imagined that I’d find myself quoting Bill’s one-time heart throb (okay, eons of time ago), but using her just happens to suit my purpose. (Guess Bill and I aren’t so different after all….)”
Due to an inadvertent title change (the title was to have been the same as this one’s), readers were no doubt puzzled by this. Hopefully, this will clear things up.
Anyone who registers even the faintest EKG response realizes that the “Mainstream Media” isn’t mainstream. So if you felt your not insignificant intelligence was being insulted…and therefore didn’t dive headlong into the piece, I’d ask you to reconsider, as I believe our perception of the establishment media (which almost no one in this audience either reads or watches) is at the very root of all that ails us…and I mean that with absolute sincerity!
Note that I did not say that the endangered media is the problem, but that our perception of it is. Hear me out….
Every national Conservative pundit I know, with the exception of Rush Limbaugh (who has famously – and accurately – dubbed them the “Drive-by” or “Endangered Media”), Michael Savage, and Joseph Farah (who both refer to them as the “so-called ‘mainstream’ media”), mindlessly refers to them as the “mainstream” or “MSM” – freely bestowing upon them the highest of both compliments and credibility!
Would we have called the Communists’ Pravda (far more conservative today than our own state-controlled press!) the Soviet Union’s “mainstream” media? Of course not! It was nothing more than a state-owned organ of propaganda…and while George Soros may not own the New York Times outright (or even in part), it is clear that he, his allies, and his pawns are in lockstep with its entire agenda. (Obviously everything I have said about the networks applies to the so-called “Newspaper of Record,” as well as to its counterparts from coast to coast – whose viewership and coffers are also universally, and happily, “on the brink.”)
To put this in perspective I will recount an experience I had last spring, when AZ State Representative Carl Seel took me by to introduce me to then Speaker of the House, Andy Tobin. It was a Friday afternoon, perhaps 2:00 or 3:00, and the Speaker had gone for the week, as it turned out. His secretary dutifully wrote down my name and phone number, however, promising to have him call me…which, of course, he never did. I knew little about the Speaker at that time, but have since learned all I need to know: he’s a “Republican” – not a Conservative, and a “politician” – not a Statesman, as best I can tell. (It’s difficult, of course, to know any of our “representatives” well when they refuse to respond to their constituents!
As I left his office that day, and passed through the deserted anteroom, there on a freshly-polished inlaid-Mahogany desk, positioned with almost reverential deference it seemed, was a symbol of everything that was wrong with our “veto-proof” Republican Legislature, buoyed up (?) by our Republican (CINO) Governor. There, as a voice from the past, lay the day’s copy of the once-great, once-revered Arizona Republic – no doubt in a far-distant time, the voice of the People of the Great State of Arizona…but no longer.
Like every other “news” outlet and major establishment newspaper in America, it had long since ceased to speak for the People, but had become a pointed instrument through which the errantly-named “servants of the People” could oppress them (in the name of “the oppressed”), and deprive them of their God-given, and at one-time Constitutionally-protected, rights.
Yet how are The Republic and its ideological counterparts nationwide referred to by virtually everyone on our side to this day? As the “mainstream media” – the theoretical “voice of the People.”
In truth, however, almost none of us reads The Republic any more (I know of no one personally); and its circulation attests to that; but as long as the politicians (our putative representatives) do – and as long as they mindlessly accept that the rest of us do – it will continue to inform their every emotional impulse. (I almost said “every thought,” but would have missed the mark in so doing!)
Make no mistake about it, John McCain, Jon Kyle (formerly), and now Jeff Flake have no doubt that The Republic speaks both FOR and TO the citizens of Arizona…although nothing could be further from the truth. (Circulation today is 275,622 daily, and 483, 556 on Sunday, out of a population of 4,289,323, or some 1,578,471 households; thus making the portion of households receiving The Republic 31% on Sunday, but only 17% during the week.
As long as they (our elected officials) believe that The Republic speaks for (and to) the citizens of Arizona, however – and they no doubt will continue to do so until we drive them from office for failing to represent us – they will continue to rule over us with disdain and disregard for our sovereignty and for our rights.
While they may well know that these outmoded organs no longer represent the views of the People, they simultaneously know that they DO represent the views of the elite Ruling Class…and towards the latter is clearly where their loyalty lies! (There are exceptions among elected officials, but they are just that…and rare indeed!)
Our president’s mentor Saul Alinsky said this: “Always remember the first rule of power tactics: Power is not only what you have but what the enemy thinks you have” (pp. 126-127, Rules for Radicals).
As long as we the People – and our “leaders” – continue to accept that the OEM (Obsolete Establishment Media) either represents the People, or is being listened to by the People, they will continue to be considered the voice of authority, the FINAL word on what WE want or believe.
And yet, they have ONLY the power which WE, the People, give them…and no more. (Those whom we employ to represent us may choose to follow the lead of the OEM, but as their employers we can terminate their employment when we finally rise up and do so (John McCain being the perfect place to start!).
This all begins, of course, with an understanding of the true strength of our position, and the abject weakness of theirs! (That is what this entire article has been about.) We needn’t mindlessly and obsequiously grant them a status and an authority which not only belie reality, but are completely undeserved!
So here is a tip for all of us: Turn them off! Don’t buy, watch, or read them…and refer to them no more as the “mainstream media” or “MSM”! You wouldn’t consciously give money to the DNC (or perhaps even the RNC at this point!), so why would you give money to, or otherwise support, those who trumpet their failed message to the world, in defiance of the voice of the majority of the American People?
Enough is enough! We don’t need to “tune in” in order to know what they are up to! (If you couldn’t write their every story, giving their every officially-approved party line – on any subject, on any given day – then, with respect, you haven’t been paying attention!) Any one of us could write for any one of their publications starting tomorrow…or sooner! All we’d need to do is lip-sync their anemic platitudes…and cease to engage in rational thought. Like you, however, I’m afraid I can’t – and won’t- do that!
To be continued….
Tom Ballantyne is the author most recently of Uncommon Sense…Apparently! A Call To Arms, and Oh Really, O’Reilly! – both available at Amazon.com and at his website: www.UncommonSenseNow.com. You may email Tom with comments at ThomasMBallantyne@gmail.com.