Corporate media may not have all the same goals as MAGA Republicans, but they share the same strategy: Fear works.
Appeals to fear have an advantage over other kinds of messages in that they stimulate the deeper parts of our brains, those associated with fight-or-flight responses. Fear-based messages tend to circumvent our higher reasoning faculties and demand our attention, because evolution has taught our species to react strongly and quickly to things that are dangerous.
This innate human tendency has long been noted by the media industry (Psychology Today, 12/27/21), resulting in the old press adage, “If it bleeds, it leads.” Politicians, too, are aware of this brain hack (Conversation, 1/11/19)—and no one relies on evoking fear more than once-and-future President Donald Trump (New York Times, 10/1/24).
This is why coverage of issues in this election season have dovetailed so well with the Trump campaign’s lines of attack against the Biden/Harris administration—even in outlets that are editorially opposed, at least ostensibly, to Trumpism.
Scary issues
Corporate media rarely point, as this New York Times graphic (7/24/24) did, that crime has fallen dramatically since 1991, and continued to fall during the Biden/Harris administration.
Take immigration, a topic that could easily be covered as a human interest story, with profiles of people struggling to reach a better life against stark challenges. Instead, corporate media tend to report on it as a “border crisis,” with a “flood” of often-faceless migrants whose very existence is treated as a threat (FAIR.org, 5/24/21).
This is the news business deciding that fear attracts and holds an audience better than empathy does. And that business model would be undermined by reporting that consistently acknowledged that the percentage of US residents who are undocumented workers rose only slightly under the Biden administration, from 3.2% in 2019 to 3.3% in 2022 (the latest year available)—and is down from a peak of 4.0% in 2007 (Pew, 7/22/24; FAIR.org, 10/16/24).
With refugees treated as a scourge in centrist and right-wing media alike, is it any wonder that Trump can harvest votes by promising to do something about this menace? Eleven percent of respondents in NBC‘s exit poll said that immigration was the single issue that mattered most in casting their vote; 90% of the voters in that group voted for Trump.
Crime is another fear-based issue that Trump hammered on in his stump speech. “Have you seen what’s been happening?” he said of Washington, DC (Washington Post, 3/11/24). “Have you seen people being murdered? They come from South Carolina to go for a nice visit and they end up being murdered, shot, mugged, beat up.”
Trump could make such hyperbolic claims sound credible because corporate media had paved the way with alarmist coverage of crime (FAIR.org, 11/10/22). It was rare to see a report that acknowledged, as an infographic in the New York Times (7/24/24) did, that crime has dropped considerably from 2020 to 2024, when it hit a four-decade low (FAIR.org, 7/26/24).
‘Classic fear campaign’
Republicans spent so much on transphobic ads (Truthout, 11/5/04) because they knew voters had been primed by media to fear trans people.
Trans people, improbably enough, are another favorite subject of fear stories for media and MAGA alike. “Republicans spent nearly $215 million on network TV ads vilifying transgender people this election cycle,” Truthout (11/5/04) reported, with Trump spending “more money on anti-trans ads than on ads concerning housing, immigration and the economy combined.”
Journalist Erin Reed (PBS NewsHour, 11/2/24) described this as “a classic fear campaign”:
The purpose of a fear campaign is to distract you from issues that you normally care about by making you so afraid of a group of people, of somebody like me, for instance, that you’re willing to throw everything else away because you’re scared.
Transphobia has been a major theme in right-wing media, but has been a prominent feature of centrist news coverage as well, particularly in the New York Times (FAIR.org, 5/11/23). Rather than reporting centered on trans people, which could have humanized a marginalized demographic that’s unfamiliar to many readers, the Times chose instead to present trans youth in particular as a threat—focusing on “whether trans people are receiving too many rights, and accessing too much medical care, too quickly,” as FAIR noted.
‘Alienating voters’ with ‘progressive agenda’
The New York Times (11/6/24) didn’t want people to vote for Trump—but its reporting contributed to the perception that “an infusion of immigrants” and “a porous southern border” were among “the nation’s urgent problems.”
But rather than examining their own role in promoting the irrational fears that were the lifeblood of the successful Trump campaign, corporate media focused on their perennial electoral scapegoat: the left (FAIR.org, 11/5/21). The New York Times editorial board (11/6/24) quickly diagnosed the Democrats’ problem (aside from sticking with Biden too long):
The party must also take a hard look at why it lost the election…. It took too long to recognize that large swaths of their progressive agenda were alienating voters, including some of the most loyal supporters of their party. And Democrats have struggled for three elections now to settle on a persuasive message that resonates with Americans from both parties who have lost faith in the system—which pushed skeptical voters toward the more obviously disruptive figure, even though a large majority of Americans acknowledge his serious faults. If the Democrats are to effectively oppose Mr. Trump, it must be not just through resisting his worst impulses but also by offering a vision of what they would do to improve the lives of all Americans and respond to anxieties that people have about the direction of the country and how they would change it.
It’s a mind-boggling contortion of logic. The Times doesn’t say which aspects of Democrats’ “progressive agenda” were so alienating to people. But the media all agreed—based largely on exit polls—that Republicans won because of the economy and immigration. The “persuasive message” and “vision…to improve the lives of all Americans” that Democrats failed to offer was pretty clearly an economic one. Which is exactly what progressives in the party have been pushing for the last decade: Medicare for All, a wealth tax, a living minimum wage, etc. In other words, if the Democrats had adopted a progressive agenda, it likely would have been their best shot at offering that vision to improve people’s lives.
More likely, the paper was referring to “identity politics,” which has been a media scapegoat for years—indeed, pundits roundly blamed Hillary Clinton’s loss to Trump on identity politics (or “political correctness”) (FAIR.org, 11/20/16). Then, as now, it was an accusation without evidence.
‘Democratic self-sabotage’
At the Washington Post, columnist Matt Bai‘s answer (11/6/24) to “Where Did Kamala Harris’s Campaign Go Wrong?” was, in part, that “Democrats have dug themselves into a hole on cultural issues and identity politics,” naming Trump’s transphobic ads as evidence of that. (In a Post roundup of columnist opinions, Bai declared that Harris “couldn’t outrun her party’s focus on trans rights and fighting other forms of oppression.”)
At the same time, Bai acknowledged that he does “think of Trump as being equally consumed with identity—just a different kind.” Fortunately for Republicans, Bai and his fellow journalists never take their kind of identity politics as worth highlighting (FAIR.org, 9/18/24).
George Will (10/6/24), a Never Trumper at the Washington Post, chalked up Harris’s loss largely to “the Democratic Party’s self-sabotage, via identity politics (race, gender), that made Harris vice president.”
Bret Stephens (10/6/24), one of the New York Times‘ set of Never Trumpers, likewise pointed a finger at Democrats’ supposed tilt toward progressives and “identity.” Much like other pundits, Stephens argued that “the politics of today’s left is heavy on social engineering according to group identity.”
Of the Harris campaigns’ “tactical missteps,” Stephens’ first complaint was “her choice of a progressive running mate”—Minnesota Gov. Tim Walz. He also accused the party of a “dismissiveness toward the moral objections many Americans have to various progressive causes.” Here he mentioned trans kids’ rights, DEI seminars and “new terminology that is supposed to be more inclusive,” none of which Harris vocally embraced.
But underlying all of these arguments is a giant fundamental problem: It’s simply a fantasy (advanced repeatedly by Republicans) that Harris was running on identity politics, or as a radical progressive. News articles (e.g., Slate, 9/5/24; Forbes, 11/5/24) regularly acknowledged that Harris, in contrast to Hillary Clinton, for instance, shied away from centering her gender or ethnic background, or appealing to identity in her campaign.
‘Wary and alienated’
In a rare instance of actually listening to left-wing voices, a New York Times article (10/24/24) focused on pre-election warnings that Harris “risks chilling Democratic enthusiasm by alienating progressives and working-class voters.”
The Times‘ own reporting made Harris’s distancing from progressive politics perfectly clear not two weeks ago, in an article (10/24/24) headlined, “As Harris Courts Republicans, the Left Grows Wary and Alienated.” In a rare example of the Times centering a left perspective in a political article, reporters Nicholas Nehamas and Erica L. Green wrote:
In making her closing argument this month, Ms. Harris has campaigned four times with Liz Cheney, the Republican former congresswoman, stumping with her more than with any other ally. She has appeared more in October with the billionaire Mark Cuban than with Shawn Fain, the president of the United Auto Workers and one of the nation’s most visible labor leaders.
She has centered her economic platform on middle-class issues like small businesses and entrepreneurship rather than raising the minimum wage, a deeply held goal of many Democrats that polls well across the board. She has taken a harder-line stance on the border than has any member of her party in a generation and has talked more prominently about owning a Glock than about combating climate change. She has not broken from President Biden on the war Israel is waging in Gaza.
Kamala Harris did not run as a progressive, either in terms of economic policy or identity politics. But to a corporate media that largely complemented, rather than countered, Trump’s fear-based narratives on immigrants, trans people and crime, blaming the left is infinitely more appealing than recognizing their own culpability.
Julie Hollar is FAIR’s senior analyst and managing editor. Julie has a Ph.D. in Political Science from the Graduate Center of the City University of New York.
Jim Naureckas is the editor of FAIR.org, and has edited FAIR's print publication Extra! since 1990. He is the co-author of The Way Things Aren’t: Rush Limbaugh’s Reign of Error, and co-editor of The FAIR Reader. He was an investigative reporter for In These Times and managing editor of the Washington Report on the Hemisphere. Born in Libertyville, Illinois, he has a poli sci degree from Stanford. Since 1997 he has been married to Janine Jackson, FAIR’s program director.
What’s FAIR
FAIR is the national progressive media watchdog group, challenging corporate media bias, spin and misinformation. We work to invigorate the First Amendment by advocating for greater diversity in the press and by scrutinizing media practices that marginalize public interest, minority and dissenting viewpoints. We expose neglected news stories and defend working journalists when they are muzzled. As a progressive group, we believe that structural reform is ultimately needed to break up the dominant media conglomerates, establish independent public broadcasting and promote strong non-profit sources of information.
