He also proposes a bevy of small, do-good, community access radio and television stations and public service production centers throughout the country, paid for by enlightened government and idealistic labor unions. McChesney's proposal is clearly well-intentioned but hardly feasible. Yes, radio and television, cable and satellites are overwhelming the public sphere with the siren songs of entertainment, sports, movies, music, gossip and a host of other diversions. The media contribute in a major way to the public's increasing cynicism, its disengagement from politics, and distrust of government. But give credit where credit is due.
American media succeed brilliantly in giving audiences here and throughout the world what they want.
The multimedia company officials who decide what goes out over our airwaves are essentially in the entertainment business rather than in the civic information and public service business because entertainment is where the lion's share of the profits are. The market gives no credit for investments in services that improve the human condition and the quality of democracy, but that eat into profits and diminish cash flow. If market forces require lowering program standards to increase audience appeal, or replacing important global news with local crime stories to attract more viewers, that's exactly what the media companies end up doing. The new telecommunications superhighway should be our civic center, our source of lifelong learning, our educator, our vital information provider, our electronic arts center, as well as our center of amusement and diversion. As we enter the brave new world of interactive telecommunications, it's time for this nation to end the pretense that commercial broadcasters and telecommunications companies, whose primary obligation is to their bottom line, can be made to serve all of the people's needs.