A national media spotlight has focused on the battle between the
Constitution of the United States and some religious fundamentalists who
viewed themselves as angels of Montgomery. The removal of a big Ten
Commandments monument from an Alabama courthouse on Wednesday was good
news for people who prefer democracy to theocracy.
But as the holy smoke clears, news outlets might want to consider
the concepts that have endured on those chiseled tablets -- in the
context of the media industry itself.
Before proceeding with this column, I wish to inform any litigious
corporation among ye that I will be utilizing quotations from the Ten
Commandments for “fair use” purposes in accordance with Title 17 U.S.C.
Section 107.
Rupert Murdoch and News Corp. should note that while I do not have
access to extensive financial and legal resources of the sort available
to Al Franken and his publisher, I intend to defend myself fully against
any claims that Fox News has a propriety interest in Exodus 20:1-17.
Furthermore, I would vigorously dispute any claims brought against
me by Charlton Heston, since -- unlike Arnold Schwarzenegger -- I clearly
recognize the distinction between Hollywood movies and real life. As for
the original content-provider of the Ten Commandments, I am prepared to
argue that all copyright protections have expired.
Now, let’s consider some implications of the Ten Commandments for
modern corporate media.
1 -- “Thou shalt have no other gods before me.”
This one has dubious growth potential. As any significant time spent
in medialand ought to make clear, false idols are the essence of the
advertising biz. These days, serious devotion to a non-monetary deity
would seem rather quaint in contrast to Nielsen ratings, Arbitron numbers
and the Audit Bureau of Circulations. The gold standard may have gone the
way of the golden calf, but media references to spiritual pieties can be
understood as window-dressing for an industry that knows there’s a world
of difference between prophets and profits.
2 -- “Thou shalt not make unto thee any graven image.”
No problem. Wood and stone are passe. Media images are what matter:
for fast food, beer brands, cigarettes, new cars, politicians...
3 -- “Thou shalt not take the name of the Lord thy God in vain.”
No worries. Cable TV shows and movies are just so cool with all
their extremely naughty words; scriptwriters don’t even bother with
taking the Lord’s name in vain anymore.
4 -- “Remember the sabbath day, to keep it holy.”
The 24/7 media business never puts its feet up. Thou shalt not lose
market share.
5 -- “Honor thy father and thy mother.”
That concept sells occasionally.
6 -- “Thou shalt not kill.”
This one’s a media loser. At best it only provides ancillary income
streams. Any journalist in the habit of seriously making such an
assertion is liable to be out of a big-media job. (Look what happened in
the 1990s to Colman McCarthy at The Washington Post or Barbara Reynolds
at USA Today.) On the other hand, when pundits opt to start beating
plowshares into swords, they’re welcomed by a lot more mainstream media
outlets. (Look what happened for the born-again war enthusiast
Christopher Hitchens.) Hey, when the president says it’s time to make a
killing, you can forget No. 6.
7 -- “Thou shalt not commit adultery.”
BORing. But a ratings winner among certain demographics.
8 -- “Thou shalt not steal.”
For a broadcast industry based on massive theft of the public
airwaves for private corporate gain, that one’s a laugher.
9 -- “Thou shalt not bear false witness against thy neighbor.”
After the Patriot Act (brought to you by George W. Bush and John
Ashcroft while underwritten by much media silence), who’s going to know?
10 -- “Thou shalt not covet thy neighbor’s house, nor anything that
is thy neighbor’s.”
Hey, you’re supposed to covet just about anything that is thy
neighbor’s ... if you’ve seen it advertised.
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Norman Solomon is co-author of “Target Iraq: What the News Media Didn’t
Tell You.” For an excerpt and other information, go to:
www.contextbooks.com/new.html#target
