Precision Media Hit On Obama, A Pass For Clinton ... mediamake us care about bowling and coffee machines ...

RJ Eskow: Coffeecups and Gutterballs: A Precision Media Hit On Obama, A Pass For Clinton - Media on The Huffington PostRJ ESKOW | Posted May 2, 2008

Let's start with a hypothetical situation: Suppose a small group of people controlled the press, and they wanted to ensure a Republican victory in November. A few weeks ago Obama seemed to be riding a wave of inevitability and positive perception. The Democrats seemed to have settled on a candidate, and he scored well against the Republicans because he was seen as post-racial and post-partisan. If this group were to write a memo to the media, what would it say?

Their game plan would have very specific objectives:

1. Extend the Democratic primary race as long as possible.
2. Remind the public that the seemingly "post-racial" Obama is a black man; make him seem as scary-black as possible.
3. Strengthen Hillary Clinton's image with white working-class voters by making her appear populist, folksy, and one of them. Conversely, characterize Obama as an elitist who is out of touch with "real people."
4. Break down Obama's post-partisan appeal to independents and Republicans by linking him to the divisive left/right politics of the 1960s.

Now look back over the media's coverage of the Democratic campaign during the past several weeks. Bingo: Mission accomplished. By giving the primary campaign more of a horse-race feel than it actually has, they've managed to extend it. The Rev. Wright controversy and constant mentions of Louis Farrakhan have made Obama seem more "scary-black." ....
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But, stop already! Isn't this all ridiculous? Isn't it trivial to concern ourselves with whether the next president is able to go bowling or get a cup of coffee from a vending machine? Of course! But the media make us care about these things. They have an enormous ability to influence what we think about, and they've chosen to emphasize the reality-show aspects of this race. Then, having done that, they skew the race in favor of different candidates in a naked display of their ability to influence the outcome. That's the lesson of the bowling incident and the coffee-cup video: One gets exposure and the other doesn't, because the narrative has already been written. ...