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The immediate response may be that the media should stop interviewing any Democrats, accusing them of election fraud, start making up stories, like Osama Bin Laden and Obama are pen pals, and completely misquote Obama. However, the problem is that Big Media then loses credibility with the public. In other words, its like Fox News, but worse, since many moderates and liberals have stopped watching Fox, because it is so obviously biased. If Big Media pushes the credibility envelope beyond Fox, then people will really start to turn to alternative media.
So, what do you do? Well, if you want to beat Obama, you have to be subtle. First, rather than conducting any analysis of issues or statements or charges, you simply show competing soundbites, rather than independently verify charges made by McCain, so look fair and balanced. HOwever, if Obama makes misrepresentation, then you pounce on him. Second, you minimize or do not draw attention to gaffes, but you need to be careful so that you do not get caught editting McCain's answers. Again, the key is to maintain the veneer of an impartial media. Third, you heavily cover McCain commercials, and broadcast them in their entirety for free on the basis that you are analyzing such commercials. Thus, even if you criticize it, the commercial gets free airplay. Fourth, you make the editorial decision to spin stories certain ways. Whem McCain changes a position, he evolves. When Obama shifts, he flip flops. When McCain goes against his party, describe it as a maverick moment. When Obama goes against the Democrats, ask is Obama selling out? Fifth, simply ignore McCain's long background, and the numerous inconsistencies in his positions, as well as kill any serious examination of his qualifications to be president. Treat these as unimpeachable facts. However, with Obama, run stories such as is he fit, ready, experienced or qualified to be President? No such questions need to be asked of McCain. Sixth, start a counter story regarding how media is liberal, and simply state the charge without analysis, but never run any stories asking the converse. Never run any stories regarding the affect of media consolidation on media content.
Again, if you are Big Media, and you want to beat Obama, the key is to be discrete about it, because being overtly biased risks pushing viewers to alternative forms of media.
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