Using "Moderates" to Spank Conservatives

Using Moderates to Spank Conservatives

One of the news medias favorite clichs seems to be that moderates are much more in tune with voters than ideologues of either the Right or the Left. But a new MRC study discovered that, while the three broadcast evening news shows frequently showcase moderate condemnations of conservative politicians and policies, its relatively rare for liberals to be unfavorably contrasted with moderates.

As a follow-up to an earlier labeling study (which showed how ABC, CBS and NBC reporters used the conservative tag four times more often than the liberal label), MRC researchers examined reporters application of moderate and centrist tags from January 1, 1997 to December 31, 2001, the same time frame as the earlier study (which can be found here).

The researchers found 211 instances when reporters assigned moderate or centrist labels to Republican or Democratic groups or individuals (such as members of Congress, candidates, etc.) Four-fifths of these labels were of Republicans; references to moderate or centrist Democrats were fairly few (see box).

Does that mean the networks portrayed the GOP as the more moderate party? On the contrary: a detailed breakdown shows that journalists frequently (41 times) cited moderate Republicans castigating more conservative party members, but never highlighted conservative disagreements with moderates. Among Democratic ranks, only four references contrasted moderates with liberals and three of those showcased criticism of party centrists.

Using moderates to cast conservatives as intolerant: Moderate Republicans worry that presidential contenders may decide gay bashing is, if not politically correct, then at least politically smart, ABCs John Cochran declared on June 16, 1998. Two years later, CBSs Bill Whitaker argued that candidate Bushs message was aimed at the heart of those important middle-class, middle-American moderates who found the old GOP mean-spirited. (August 5, 2000)

Using moderates to condemn conservatives policies: Environmental groups say less than one-fifth of the tax breaks [in Bushs energy bill] are aimed at conservation. That worries moderate Republicans who fear their party is increasingly perceived as anti-environment, ABCs Linda Douglass lectured on August 1, 2001. On July 1, 1999, CBSs Bob Schieffer used moderates to bash a tax cut: House Republican leaders called for the biggest [tax] cuts yet, maybe $1 trillion over 10 years....Moderate Republicans, who favor a smaller tax cut, say thats unrealistic.

Moderates are the key to political victory: On March 8, 2000, ABCs Dean Reynolds argued Bushs tilt to the right was self-defeating: His primary race transformed Bush into a darling of arch-conservatives, when he really needs the backing of moderates who supported John McCain. Even after Bush reached the White House, the media calculus remained the same: From a political perspective, analysts think Mr. Bush needs to appear moderate, CBSs Bill Plante recommended on August 3, 2001.

All of the networks moderate vs. conservative contrasts showed moderates in a superior light. But when it came to the Democrats, it was okay to poke at centrists: Liberal Democrats would say you centrist Democrats sound a little bit too much like Republicans, CBSs Sharyl Attkisson scolded Virginia Rep. Jim Moran on November 16, 1997.

Watch for network reporters to repeat the conservatives must move to the center to win spin during this falls campaigns, and ask yourself: If moderates are so great, why dont the media apply the same pressure on liberals to back away from their ideological principles? Or are conservative politicians and policies the only ones in need of moderation? - Rich Noyes