The story’s the boss

 From Be it Resolved: Don't Trust Mainstream Media by Matt Taibbi.  The subheading is My opening remarks for the Munk Debates in Toronto tonight. 

My father had a saying: “The story’s the boss.” In the American context, if the facts tell you the Republicans were the primary villains in this or that disaster, you write that story. If the facts point more at Democrats, you go that way. If it turns out they’re both culpable, as was often the case for me across nearly ten years of investigating Wall Street and the causes of the 2008 crash for Rolling Stone, you write that. We’re not supposed to nudge facts one way or another. Our job is to call things as we see them and leave the rest up to you.

We don’t do that now. The story is no longer the boss. Instead, we sell narrative, as part of a new business model that’s increasingly indifferent to fact.

[snip]

Call it the “audience-optimization” model: instead of starting with a story and following the facts, you start with what pleases your audience, and work backward to the story. In this system, the overwhelming majority of national media organizations cater to one “side” or the other. For instance, according to a Pew Center survey from a few years ago, 93% of Fox’s audience votes Republican, while in an exactly mirroring phenomenon, MSNBC’s audience is 95% Democratic.

Our colleagues on the other side tonight represent two once-great media organizations. Michelle, the Pew survey says the audience for your New York Times is now 91% comprised of Democrats. Malcolm, the last numbers I could find for the New Yorker were back in 2012, and even then, only 9% of the magazine’s readers were Republicans. I imagine that number is smaller now.

This bifurcated system is fundamentally untrustworthy. When you decide in advance to forego half of your potential audience, to fulfill the aim of catering to the other half, you’re choosing in advance which facts to emphasize and which to downplay. You’re also choosing which stories to cover, and which ones to avoid, based on considerations other than truth or newsworthiness.

This is not journalism. It’s political entertainment, and therefore unreliable.

Read the whole thing.