Jack Shafer, who writes the Press Box media criticism column for Slate.com, has a review of Drew Curtis' new book, It's Not News, It's Fark: How Mass Media Tries To Pass Off Crap As News. Intriguing title? I picked up a copy a couple of weeks ago at Springfield's friendly local neighborhood big box book store, and the book's worth reading. Or at least knowing about.
But what the f--- is fark?
Shafer says it's "[a]ll the garbage the press publishes and broadcasts when it runs out of genuine news." He provides a link to the first chapter of Curtis' book,where Curtis explains the origin of the term in more detail. Fark is also a website at www.fark.com. It's an aggragator, which means it consists mostly of links to other websites, most of them mass media sites. It's hard to classify. Tonight's for example, links to stories about a British teenager who ran "up £1,175 bill by text-messaging votes for herself in online beauty contest in order to win £100 in makeup"; a governor in Brazil who banned "use of the present participle. Yep, you read that right"; and an Episcopal church that "bestow[ed] blessings on cats and dogs" on Oct. 4, the feast day of St. Francis of Assisi, in Bangor, Maine.
If you're really, really into cat pictures, be sure to check out the blessing of the pets in The Bangor Daily News. Otherwise you can safely ignore all this stuff. That's Curtis' point. And Shafer's.
Says Shafer, in terms that remind me of Neil Postman's take on television news:
... High-octane blends of fark contain celebrity news, press coverage of itself, and news served in the context of no context. When Shepard Smith screens, say, five seconds of a burning skyscraper in Brazil, followed by five seconds of a cat rescue in Montana, followed by five seconds of a flood in Thailand on the Fox News Report, you're sucking his fark.
Curtis is irreverent, and sometimes he isn't above taking cheap shots. But he has some dead-serious points to make:
... Whenever Mass Media is really fulfilling its intended purpose, generally something bad is going on. Wars, blown elections, bad weather, you name it -- when people need to know something, it's probably because it's likely to kill them. We'd be much better off living in non-interesting times.Some media people even feed him copy, anonymously, of course, if they want to keep their jobs. Says Curtis:
This presents a problem for Mass Media, however, when we are not living in interesting times. This has been further compounded by the advent of twenty-four hour news channels and the Internet as a news source. Back in the days when TV news concentrated most of its resources on one half-hour blocks of news, finding material to fill the time slot wasn't difficult. Nowadays cable news networks have to scramble to have something to talk about for twenty-four hours a day, even when nothing of important is going on. Sales departments are still selling advertisements, after all. Mass Media can't just run content made entirely of ads (with the possible exception of the Home Shopping Network). Something has to fill the space.
Over the years Mass Media has developed several methods of filling this space. No one teaches this in journalism school; odds are Mass Media itself hasn't given much thought to the process. It's a practice honed over the years by editors and publishers, verbally passed down from one generation to the next. They're not entirely aware they're doing it, although the media folks who read advance copies of this manuscript all had the same reaction: "I've been saying we should stop doing this for YEARS."
One interesting thing about Fark is how many Mass Media people comb Fark for story ideas, not just for radio but for television, newspapers, and Internet media outfits. Once we switched to Google Analytics for Web traffic tracking we discovered that the number one highest-traffic corporate Internet hitting our servers was CNN. Number two was Fox News. Mass Media even submits a lot of their own articles to Fark, sometimes with taglines so outrageous it's hard to believe these are the same people who run Mass Media. I can't even give any examples; it would be too easy to track back to the source and get people in trouble. The most I can tell you is that it happens multiple times every day. And we really appreciate it.
But also notice that some of the media people who hit the Fark website seem to be looking for material ... for, yep, fark they can fill their newscasts with too. How does all this relate to the social responsbility theory of the press?
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