MEDIA - LOOKING GLASS NEWS | |
USDA plants its own news |
|
by Andrew Martin and Jeff Zeleny The Chicago Tribune Entered into the database on Friday, June 17th, 2005 @ 10:40:14 MST |
|
WASHINGTON -- The U.S. Department of Agriculture has churned out three dozen radio
and television news segments since the first of the year that promote a controversial
trade agreement with Central America opposed by labor unions, the sugar industry
and many members of Congress, including some Republicans. Amid an intense debate over government-funded efforts to influence news coverage,
the prepackaged reports have been widely distributed to broadcast outlets across
the country for easy insertion into newscasts. About a third of the reports deal specifically with the politically powerful
sugar industry, which has emerged as the major obstacle to the Central American
Free Trade Agreement, or CAFTA. In one radio segment, Agriculture Secretary Mike Johanns said that passing
CAFTA should be an easy decision for members of Congress. "I can't imagine how any senator or House member from ag country could
stand up and vote against CAFTA," Johanns said. "It makes no sense
to me. It's voting against our producers." In another radio segment promoting CAFTA, Allen Johnson, a top U.S. trade official,
dismissed the sugar industry's "dire forecasts" about CAFTA's impact
as "a Chicken Little sort of thing that isn't real." The issue of the government's vast public relations apparatus trying to influence
the public is hardly new. The Bush administration has taken that practice to
aggressive levels on issues ranging from the war in Iraq to education and trade
policy. The USDA's CAFTA reports were produced while the administration was dealing
with the fallout over its payments to journalists to tout its policies. One
television commentator, Armstrong Williams, was paid $240,000 to champion the
administration's education plans. Critics contend that such policies blur the line between government propaganda
and legitimate reporting, and the Government Accountability Office described
the prepackaged news reports as "covert propaganda" if the government
agency does not clearly identify its role in the production of the report. President Bush said he advocated a "nice, independent relationship between
the White House, the administration and the press" when the Williams payment
was made public. But in later remarks, Bush said he didn't object to government-produced
news segments as long as "they're based upon facts, not advocacy."
He also said the burden was on the news stations to disclose that they obtained
the reports from the government. On Tuesday, Sen. Daniel Akaka (D-Hawaii) and Sen. Mary Landrieu (D-La.), whose
states produce sugar, sent a letter to Johanns objecting to pro-CAFTA news reports
produced by the government. "These releases, which are produced and distributed with taxpayer dollars,
are provided to 675 rural radio stations and numerous televisions stations where
they are run, without disclosure of their source, as news reports," the
senators wrote. "We are concerned that many listeners in rural America
may believe these releases are objective news reports, rather than political
statements from the USDA which are intended to advance a specific trade agenda." On Wednesday, USDA spokesman Ed Loyd defended the practice, noting that the
reports are all clearly identified as coming from the USDA. "They are reports about what the secretary of agriculture has said,"
Loyd said. "We clearly state that we are the source. We're not disguising
that we are the source." But the taglines disclosing the USDA's role generally are at the end of the
reports, and some news stations have dropped those taglines, apparently in an
effort to make the reports appear to be their own work. John Nichols, the senior producer of "Market to Market," a weekly
show produced by Iowa Public Television that airs in 21 states, said the USDA
has been providing a raft of information about CAFTA. He said he uses the reports
as a "tip sheet" but has a policy against airing the stories in their
entirety. "I wouldn't say it's a source that's void of bias," Nichols said
Wednesday. "I'm concerned about what their role is. Their job is to promote,
and I'm just not willing to be spoon-fed." But too much of the government-produced information, he said, lands unedited
in local radio and TV broadcasts. "We make a distinct effort to have balance," Nichols said. "But
you're not going to find that in all of traditional farm broadcasting." Attractive to small stations Several radio executives said smaller stations are more likely to air the reports
because they lack the resources to do their own reporting. Some radio networks
with larger staffs have stopped using the government-produced news reports out
of concerns of objectivity. Sonja Hillgren of Farm Journal Media said her company's "AgDay" television
program uses USDA video packages "when they are well-balanced and very
strongly identified as coming from the USDA." "The USDA does some good work," she said, "and we don't want
to ignore that resource." In the sugar-cane producing state of Louisiana, Don Molino, the farm director
for the Louisiana Agri-News Network, said he uses the USDA radio reports about
three days a week. "I use a lot of their stuff verbatim," he said. "Everything
I've been able to use has been pretty well balanced as far as I can tell." On more controversial issues such as CAFTA, Molino said he normally follows
up the USDA report with a comment from a Louisiana member of Congress who opposes
the trade deal. In the year since the Bush administration signed CAFTA, it has struggled to
rally support in the face of opposition from labor unions and the sugar industry.
CAFTA is an agreement among the United States, the Dominican Republic and five
Central American nations: Nicaragua, Honduras, Costa Rica, Guatemala and El
Salvador. Its supporters note that CAFTA eventually would eliminate tariffs for U.S.
exports to Central America and help stabilize democracies in the region. But
its critics worry that American jobs would be lost to Central America and that
the deal eventually would lead to a flood of cheap imported sugar into the U.S. Broad distribution The CAFTA news reports came from the USDA's Broadcast Media and Technology
Center, which produces about 90 television news reports each year, often airing
on "AgDay" and "U.S. Farm Report," both nationally syndicated
programs with "strong rural viewership," according to the center's
Web site. The center also produces more than 2,000 radio reports each year that
are sent to 675 stations and are available on the Internet. Since the first of the year, the center has produced 33 radio reports related
to CAFTA, most of them in the last three months as opposition to the agreement
has become more vocal and a vote in Congress neared. There have been three television
reports. Radio is a particularly effective form of communication in rural areas, a point
made clear in the 2004 presidential race by the flood of radio ads purchased
by the Bush campaign. One of the USDA's television reports provides a relatively balanced account,
with Johanns extolling CAFTA and Sen. Kent Conrad (D-N.D.) and Sen. Max Baucus
(D-Mont.) criticizing the deal. But the other reports mention the criticism of CAFTA only briefly or not at
all, and instead offer a positive spin. For instance, in a radio report from
April, Johanns said, "If there was ever an agreement that was good for
agriculture, this is it." That same month, Johnson, the trade official, suggested in a USDA news report
that the sugar industry could jeopardize its government price protections if
it continued to oppose CAFTA. "Folks in the rest of the economy and folks in the rest of agriculture
and folks that areinterested in building relationships with democracies here
in our neighborhood begin to look at the sugar industry as an impediment to
that progress," he said. "That's not good for them." |