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The second rule is that the major media event must have the throw-weight to interrupt the usual broadcasting schedules. Not political partisanship, not public service - ratings,” Socolow says. television, you have to start by considering the ratings.
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“When thinking about how TV industry executives decide to air anything on U.S. TV adores content that costs them almost nothing to air and attracts large audiences, media scholar Michael Socolow tells me, pointing to Trump rallies from the 2016 campaign. The timing of the hearings, just as summer rerun season starts, and the committee’s decision to present them as a “show,” couldn’t be more perfect from the television industry’s viewpoint. Sure enough, NBC, ABC, CBS, and the cable news networks have joined forces with Goldston to preempt their scheduled programming for the January 6 show, according to Axios’ Mike Allen, who broke the story of Goldston’s involvement. Dayan and Katz’s first rule calls for the media event to be broadcast live.
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Those ambitions are on display in the roll-out of the January 6 hearings, which conform to almost all of the prerequisites Dayan and Katz laid down for a major media event in their classic 1992 book, Media Events: The Live Broadcasting of History. They mean to accomplish the same here for Trump. They won’t be satisfied until the January 6 hearings take on the contours of Watergate, that epoch-defining episode in which President Richard Nixon’s crimes were placed on exhibition and he was driven forever from public life. They regret having put all that work into the two Trump impeachments only to see the energy dissipate into acquittals. Even without the show-making skills of someone of Goldston’s caliber, a congressional hearing like the January 6 committee’s would qualify for the rubric, and it would be as worthy of our attention as previously televised proceedings from Congress - Kefauver’s organized crime hearings, Army-McCarthy, Iran-Contra, Benghazi and the doomed-before-the-final-vote impeachments of Bill Clinton and Donald Trump (twice).īut the January 6 hearing architects aren’t shooting for just a chapter in history. We endure them in their mundane variety almost daily - press conferences, parades, opening-day ceremonies, demonstrations, debates and other affairs staged to influence and garner publicity. There’s nothing all that novel about a media event. According to the New York Times, Goldston’s mandate is to fashion the hearing into six succinct episodes. The committee has assigned James Goldston, former president of ABC News and veteran of Nightline, to present a slickly produced work of political entertainment, featuring live testimony as well as prerecorded segments, that will permanently cast the events of January 6 as an attempted coup. Talk about the greatest political story ever told! But while ingesting the substance of the hearings, which promise to be nourishing, don’t overlook the platter on which it has been served. To the contrary, everything we’ve been told so far about the committee’s findings indicates they will bring real proof of a conspiracy to subvert the election of Joe Biden and stage a coup to reinstall Donald Trump as president. This is not to say the hearings will be without substance. Instead, the committee intends to mount a grand media event, to pinch a phrase from scholars Daniel Dayan and Elihu Katz, a publicity extravaganza orchestrated like a product launch or political campaign to engage, dazzle and obsess the minds of the masses. When you turn on your television Thursday night to watch the kick-off of the January 6 congressional hearings, you won’t get the usual over-lit, droning Capitol Hill proceedings to which you’ve become accustomed. Jack Shafer is Politico ’s senior media writer.