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Can Rupert Murdoch Create Two Americas?

Can Rupert Murdoch Create Two Americas?

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I'm enticed by the thought of a News Corp.-free existence.

COMMENTARY: I'm enticed by the thought of a News Corp.-free existence. I can just imagine never again reading an antigay New York Post piece that describes gay profile subjects as "swishy" or "limp-wristed," or viewing its editorial cartoons equating same-sex marriage with bestiality. I envision never again seeing Web clips of Fox News host Bill O'Reilly ranting about "Harry Potter and the gay agenda" or Adam Lambert's "embarrassing" kiss photos. It's a tantalizing proposition for some left-leaning news junkies, and it's one that might come to pass if Rupert Murdoch gets his way.

News aggregators, Google being the largest of them, offer headlines and partial news reports culled from sources around the globe and direct readers to the originating publication's site for a full report. Now news is everywhere, and for the most part, you don't have to spend one red cent to get it. But that just sticks in Murdoch's craw, and soon you won't be able to find his properties' news on Google anymore.

Australian-born American media giant Murdoch, whose mega-huge News Corp. owns Fox News, The Wall Street Journal, The Weekly Standard, the New York Post, and many other news and entertainment properties, doesn't want his media given away for free anymore -- even the headlines. He has long advocated charging fees for news content online, and he's sick of Google, which he accuses of outright theft, getting their grubby bots on his headlines. (Fox News already yanks clips from its shows off YouTube channels and other sites; we'll save for another day a discussion about YouTube's own practice of shutting down lefty users' channels when they post Fox News clips but not seeming to mind when conservatives do it.)

"Should we be allowing Google to steal all our copyrights?" Murdoch asked at a cable industry gathering in Washington, D.C., last Thursday, before answering own question: "Thanks, but no thanks." He's thrown down a gauntlet, announcing plans to shield all his news properties from Google indexing. Type "Ronald Reagan is my god" into a Google search, and soon you won't be directed to Peggy Noonan's Wall Street Journal column.

Instead, Murdoch is working on a deal with Bing, Microsoft's search engine, whereby Microsoft will pay News Corp. for all the content it aggregates. If I chose to stick exclusively with Google search engine that doesn't pay for headlines, I could effectively live in a News Corp.-free zone, at least online.

News Corp. is the second largest news media conglomerate in the world, so shielding content from Google may cause a major shift in the way news is consumed online--or it may not. If enough people refuse to change their search engine preference (as of October, Google currently accounts for over 70% of searches, Bing under 10%), casual readers won't be directed en masse to Murdoch's properties, his experiment will fail and he'll be regarded as a dinosaur, out of touch with media consumption in the digital age. But if enough searchers switch to Bing and are directed to Fox News, WSJ, and other outlets, the move will be seen as prescient, and more important, profitable.

Whether he's proved to be a relic or prophet, the danger in Murdoch's move is not that we won't accidentally be confronted with Mike Huckabee waxing 19th-century-like that homosexuality will end civilization. The danger is that Murdoch's move could further drive a wedge into America's already bifurcated media culture.

The danger is in the echo chamber.

In a broadcast of WNYC radio show On the Media in April of this year, Brooke Gladstone described "the echo chamber phenomenon in which likeminded people huddle in bubbles in the blogosphere where they never have to confront a conflicting opinion or unwelcome fact, where in defense of the dogma of the tribe, moderates are sidelined and extremists exalted."

This echo chamber extends beyond the blogosphere. The echo chamber surrounds any of us who don't look beyond our pet bloviators for news, opinion, and analysis. It could extend to larger news sources with audiences in the millions. And if online content is further separated by such basic functions as search engines, that echo will continue to get louder, more reverberative. There's considerable debate over which faction of American politics lives more in its echo chamber. The Right says the Left seeks analysis only with which it already agrees, and the Left, predictably, says the same about the Right. For either side it's a problem.

Murdoch's properties are politically conservative, and if they're all only found on Bing, one can imagine conservatives developing one set of research habits online, e.g. going to Bing, while progressives search on another, like Google.

"Fact" is already, in many ways, an artifact of some time in the journalistic past, replaced by spin and amplified by shrill pundits. One serious effect of the echo chamber is that spin can go largely unexamined if audiences aren't confronted with objective fact, whether it supports their notions or contradicts them. In the echo chamber we could potentially get lost in such an asinine notion as "death panels," and if we're looking only at News Corp. properties, the spin is allowed to go largely unchallenged, or at least not seriously challenged.

Of course, what constitutes fact in many instances is a matter of debate, but in the echo chamber there is very little debate. Facts are ignored or glossed over. And Fox News producers and hosts are clearly aware of the psychological power of quoting figures in error, knowing that even if those errors are corrected, bad data tends to stick with viewers as gospel truth. Witness Glenn Beck's continued hysteria over Barack Obama's fabled Kenyan birth certificate; he's not saying it's real, he's "just asking the question" -- incessantly. On The Daily Show Jon Stewart deftly portrayed the ways in which some of the most recent anti-Obama "tea parties" gathering a few hundred protesters got hours of coverage on Fox News, where the LGBT National Equality March on Washington, D.C., which had estimates of 150,000 attendees, got a scant few minutes of coverage.

With the prospect of two Americas reading two different versions of the news (to date, there is no sizable liberal challenger to News Corp.'s conservatism), we risk losing the middle, losing objectivity, losing the idea that a vigorous debate of ideas is important to democracy. If we concede that two versions of the news is acceptable, we further divide our country.

We already effectively have red states and blue states, but at least currently we all have the same Internet. We need to do what we can to keep it that way. For this reason, let's hope that Murdoch's plan to divide the Internet is a failure.

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