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Media
and Philosophy -
'Money is the symbol of exchange in human relationships',
by John
Lenard Burnett
The most rewarding path is to function legitimately
providing a valued service. But for a few, the thrills
are the con. Euphoric and perverse sexual rush comes
from pulling a fast one over someone, especially the
media. As described by Andy Warhol (the 5 minutes
of fame), but needing to be continually repeated.
This addiction can be so great that these people willingly
gamble with their own lives. Relationships have no
value; its simply winner takes all.
Media
editorials as advertorial, tend to be pre occupied
with glorifying those who pursue the symbol $ unashamed
as an end in itself. There is neither mention of fair
exchange nor healthy relationships. The journalistic
practice of separation of the symbol from exchange
and relationships is, the primary bias within editorials,
reinforcing self-interest as the highest ideal.
The
point to be made is that the media (through direct
intent or not) gives creditability without discernment
as advertorial for all those it writes of. Whether
someone has actual wealth or not is not the point.
It's the ability for individuals to capitalise upon
false perceptions created by media. This story demonstrates
how easily all mainstream media can be manipulated,
when no due diligence or responsible journalism is
implemented.
The
first responsible change is to close this loophole.
The
second change is to eliminate plagiarizing.
This
is the simplest but most difficult change to implement,
as there are vested interests of political bias and
the advertising dollar. Lying by omission is the most
common means by which editorials (advertorial) construct
bias. Lying and plagiarizing are opposite faces of
the same coin. Media rarely disclose how information
is obtained. It should be obvious to all journalists
that a story of how information is obtained is of
greater interest. People love detective stories as
it includes 'themselves'. There is a natural social
skepticism of those who have obtained unearned wealth.
The community wants mainstream media to reflect this
skepticism and for its journalists to possess large
white pointer teeth.
The
third policy change is to implement discernment within
editorial. It is folly to believe that all those written
about share similar values as we do. Philosophers
throughout history have warned of the connection between
unearned power/wealth and the capacity for unlimited
cruelty and cowardice.
What
happens when this medium is used for social betrayal?
Rape
is the only word that congruently expresses the experience.
The steps are well known. First is the horror of what
has happened, then the psychological disturbance and
disruption to daily life, which over time dissipates
and comes to rest. The memory remains. Many raped
people blame themselves and withdraw from relationships.
The psychological effect of financial or physical
rape is the same. Many who perpetrate rape are power
driven, with the power to manipulate media. Some are
presented as symbols of wealth with honors and escalades.
The raped person now experiences a compounding effect
of being re-raped and sometimes enters a state of
shock. A few commit suicide.
Governments,
media and big business operate in the delusion of
being separate from society. Legal accountability
between advertising and editorial is removed. This
sent a message to the dishonest element within the
business community that the media can be manipulated.
Advertorial became the most effective and insidious
means by which the public could be financially exploited.
Most media manipulation was skillfully crafted but
the one that this story refers to was the most laughable
in the extreme.
The
media has hidden behind the delusion that ignorance
alone provides it with legal immunity. The media created
the divide between the responsibilities of advertising
and editorial from which the insidiousness of advertorial
evolved without checking if legislation was in place
to protect it. Again it is not a matter of if the
judiciary will act against it, but only when. It is
time for the media to put its house in order. The
warning bells should have rung loud and clear from
the tobacco industry's demise that the media industry,
is in a similar and vulnerable position.
Quality
education is essential for a healthy industry.
'The
description is not the described' this should be the
first lesson in the school of journalism. It is rare
to meet a journalist who is familiar with Marshal
Mcluen. This is similar to a psychologist not knowing
of Freud, or a physicist not knowing of Einstein.
The word 'media' and 'the medium is the message',
was invented by Mcluen. The medium of media is fundamentally
represented by the printed word. It forms the basis
of our education, reading and writing. The word 'author'
as authority is imprinted on our psyche. The written
word is the ground of our modern civilization. It
is not possible for society to protect itself from
exploitation in this area. Marshall McLuen also referred
to 'proper gander' as the Achilles' heel of the education
man.
Journalists
in previous generations did traineeships similar to
apprenticeships. The difference between the word and
the described was clearly understood. Today's journalists
do not receive this grounding. Modern tertiary communication
training is often superficial. There is a high emphasis
on self-obsession and brown-nosing. The description
becomes more important than the described and printed
absurdities go by unnoticed.
Democracy
In
business and politics it is honorable and virtuous
to lie. When media blindly complies it is impossible
for the general community to protect itself. A society
that is ill informed with misinformation cannot be
a democratic one. Societies based on 'isms' capitalism
or communism, are reflections of each other, also
opposite faces of the same coin. The 'isms' exploit
society by manipulation of information. The result
of both is the same, collective and self-obsession,
which pits us all into competition and conflict, where
only the most ruthless can survive.
The
original principle of democracy was freedom, which
is represented by choice. The freedom to choose can
only exist with understanding. The community relies
on the media to be informed. The quality of information
being accurate and honest is the only strength from
which this principle can survive.
If
the media believes that democracy is represented by
self-interest; it will see that political interest
and the advertising dollar as priority. If there is
a fundamental change of policy within this matter,
then this story will deliver the strongest message
about the true principles upon which democracy stands.
Attention:
Media - John
Lenard Burnett is available for interview.
Contact:
Greg Tingle
m: 0424 223 674
e: pr@mediaman.com.au
Articles
A
wrong way to the top, by Kath Walters - 20th May 2004
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