That our President is a master of media manipulation is a view commonly expressed by American journalists. I doubt it.
I have written about this before, but it keeps coming up. So here I take a more detailed look at it. I show you ten versions of the same claim so you can gain a more rounded view of what I am talking about. After each one I comment. At the end I make some concluding points. (Or you can skip to my conclusions first, then read the analysis. Some readers recommend this.)
Date: Nov. 6, 2015
Headline: The Master of Manipulation
Jounalist: Mary Kate Cary, contributing editor, opinion section, US News and & World Report
When Trump insults war heroes, women, immigrants, his fellow candidates, Congress, members of the media – the list goes on and on – those are not one-off spontaneous outbursts where Trump is just popping off. Those are carefully planned “outrageous,” “sensational” stories used as bait to get the press to write about him – by his own admission. And it’s working. He’s become a master at manipulation.
My read: This is a very basic version of the claim in question. Trump says outrageous things that trigger eye-catching headlines (McCain got captured; what a doofus!) This is supposed to show he’s a “master” of media manipulation. Alternative view: it’s easy to generate headlines by being a colossal jerk in public. This takes no genius. It takes gall. And a press willing to amplify.
Date: January 5, 2016
Headline: Donald Trump’s free media bonanza
Journalist: Hadas Gold, media reporter at Politico
Donald Trump reserved nearly $2 million for a seven-day ad blitz in Iowa and New Hampshire this week. But the billionaire real-estate mogul and master media manipulator also got hundreds of thousands of dollars’ worth of free airtime on Monday — and even more in seemingly endless coverage and discussion of what amounts to a glorified press release touting his candidacy.
Trump’s new 30-second spot, released Monday morning, was played in its entirety 40 times on the cable news networks between Monday and Tuesday morning, according to POLITICO’s count. Using hour-by-hour prices provided by ad tracking firms for 30-second ads on CNN, Fox News and MSNBC, POLITICO estimated that the 40 airings would have cost Trump $330,000.
My read: Here the occasion for calling Trump a “master media manipulator” is that he got free advertising by releasing a nasty ad that was replayed and discussed as news. But any reporter familiar with political advertising knows that this in no way special to Trump. One of the most famous spots ever aired on behalf of a candidate, the “Daisy girl” ad intended to raise doubts about Barry Goldwater, ran exactly once. “And yet the ensuing media discussion — and re-airing of the ad on news broadcasts — gave the ad tremendous impact.” (Link.) “Consultants now know that attacks can draw significant attention in the free media, which gives them more incentive to produce and to air negative ads than they had 25 years ago,” wrote one political scientist in 2010. Ads have been covered as news for a long time. There is simply nothing here that is unusually masterful— or characteristic of Donald Trump.