 |
|
 |
 |
|
|
|
|
|
|
 |
|
|
|
|
| 4.7.06 |
|
 |
|
| Diane Farsetta on 'Fake News' |
|
|
|
|
|
|
|
|
|
 |
|
 |
|
'Fake News'
Diane Farsetta
The term 'fake news' has become synonymous with government and corporate sponsored pre-packaged news such as video news releases (VNRs) and satellite media tour (SMTs).
VNRs are pre-packaged "news" segments and additional footage created by broadcast public relations firms, or by publicists within corporations or government agencies. VNRs look and sound like independently-gathered reports, but are designed to promote the products, services, public image and/or point of view of the client (s) who funded them. An SMT is an organized series of interviews funded by one or more clients.
Broadcast PR firms freely provide VNRs to television newsrooms, and often contact newsrooms to encourage them to include the segments in their programs.
Our investigation found newsroom use of 'fake news' stories is widespread and undisclosed, to the detriment of real journalism. The Center for Democracy and Media (CMD) identified 77 television stations - from those in the largest to the smallest markets - that aired VNRs or related SMTs, without disclosure to viewers.
Collectively, the 77 stations reach more than half of the U.S. population.
The VNRs and SMTs whose broadcast CMD documented were produced by three broadcast PR firms for a number of high profile clients, including General Motors, Intel, Pfizer and Capital One. Without exception, television stations actively disguised the sponsored content as their own reporting. In almost all cases, stations failed to balance the clients' messages with independently-gathered footage or basic journalistic research. More than one-third of the time, stations aired the VNR in its entirety.
Spotting 'Fake News'
There is no foolproof method for viewers to identify provided VNR footage or sponsored SMT "interviews." Broadcast public relations firms are adroit at getting across their clients' messages while maintaining a TV news-like tone.
To make matters even more confusing, we have found that TV stations are adding some VNR footage to other footage the station generated itself, and-in two cases-editing out all or nearly all of the VNR's promotional aspects. Without full disclosure, there is simply no way to know what is real journalism and what is flat out promotion.
Stopping 'Fake News'
Click here to view
video of 36 'fake news' stories - so-called VNRs - and video of TV stations airing them as "news".
This map displays all 77 TV stations that CMD caught airing fake news, with links to the station's contact information, plus details on when and how they aired VNRs and/or SMTs. The responses to our recent survey asking TV stations if they disclose the sources of VNRs will soon be available on the CMD website.
|
|
|
|
|
| |
