One of the tropes of media election coverage is when ‘jaded’ seen-it-all ‘insiders’ proclaim to the wet-behind-the-ears public that it’s all over. The ‘people’ have already decided. Call off the election. The conservatives have it in the bag.
These stories are invariably based on opinion polls and written by telephone journalists, who having forsaken the campaign bus, spend their lives talking to other insiders who are reading the same polls and not connecting with anyone outside the bubble.
US journalism academic Jay Rosen calls this cramped perspective “the cult of the savvy”. This is the practice of journalists reporting from inside the system to others like them. The viewpoint and mindset are that of political operatives, judging each day’s developments in terms of who won and who lost the news cycle.
“Promoting journalists as insiders in front of the outsiders, the viewers, the electorate…. this is a clue to what’s broken about political coverage in the US and Australia,” Rosen has written. “Things are out of alignment. Journalists are identifying with the wrong people. Therefore the kind of work they are doing is not as useful as we need it to be.”
Journalists have become inward looking and disconnected from the electorate for a few reasons. One is economic. Thanks to newsroom cutbacks due to declining media revenues, there are few specialists anymore. Where formerly there might have been a health reporter, whose job it was to track health policy, or a technology reporter, who was across broadband issues, there are now only generalists. Few newsrooms have the resources to look at issues as they might affect voters, so the focus becomes the race itself, politics as a process.
The second reason, and one well canvassed, is the rise of social media, the continuous news cycle and the appropriation of new communication technologies by politicians and their staffers. Stories that might formerly have developed over two or three days now can be born, live and die within two or three hours. Journalists try to keep up, but the more they chase the noise, the less time they have to find the signal.
And when the media does try to stand back from the daily circus to identify the malaise with politics, they often end up interviewing people just like themselves or the usual paid apparatchiks like the IPA “fellows” who are as much players in the game as anyone. Rehearsed talking points are intoned in such a predictable way that you find yourself anticipating what each contributor is going to say before they open their mouths.
Everyone talks condescendingly about what the “ordinary voters” are thinking, or worse, “the punters”. No-one ever asks them directly. We hear constantly about how political parties have become scientific about picking up phrases uttered in focus groups and then cynically layering them into their communication as if this is somehow admirable.
It’s this insider mentality, this culture of a narrow group of elite opinion makers talking among themselves, that was so dramatically given the middle finger by Britons in their recent referendum on whether to stay in the European Union, irrespective of the rights and wrongs of the Brexit.
If you recall, the late polls in that case were suggesting a reasonably comfortable victory for the remain camp. Indeed, even as the counting began, the exit camp was ready to concede defeat. Then, as the trend reversed, the talking heads had to change their prepared scripts.
Few people appreciate that political journalists don’t really have any special insights to the public mind. They’re guessing as much as anyone, just as financial journalists tend to talk about what has already happened in the market as if it is a guide to what happens next.
Events can occur. Polls can change. The public mood is not singular or simple. People’s appreciation of issues as they affect them is often much keener and deeper than many journalists give them credit for. But reporting depth and nuance and complexity is hard. It’s much easier to host a half-hour of thumb-sucking “analysis” of the latest Newspoll.
Keep that in mind next time you hear some smartarse on TV telling you it’s all over.