Politics for dummies by DeLaney Ann

Author:DeLaney, Ann
Language: eng
Format: epub
Tags: Politics, Practical
Publisher: New York : Hungry Minds
Published: 2002-11-18T16:00:00+00:00

Chapter 12:Truth in Advertising / J^

Journalists don't just review the accuracy of the facts being used in an ad; they also make a judgment on the fairness of the conclusion that the ad reaches. If these journalists determine that the conclusion isn't fair, they may label the ad misleading or unfair.

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Getting the media anattfsis i^ou need

Some newspapers and television stations go beyond the he said/she said approach when political advertising is involved. They've begun evaluating political advertising for accuracy, an approach referred to as media watch or truth in advertising.

The newspapers and television stations that perform these services for voters research every charge and claim made in a commercial. As new television commercials appear for candidates, some journalists do independent analyses of the accuracy of the claims or attacks made. Thorough reporters examine the commercials word for word to see whether the claims or attacks in the ads have facts to back them up. If they do, the analysis concludes that they are truthful. If the claims or attacks can't be substantiated, they are labeled unfciir.

When truth-in-advertising or media-watch analysis is done well, the media spell out which points are supported by the facts and which are not. Make it a point to watch these analyses during the heat of a campaign. They can really help you understand what's actually going on. When you know which facts are correct, you can decide for yourself whether the implication is fair or accurate.

The press knows where to look

For an example of how the press might investigate a political advertisement, suppose that a candidate for attorney general claims that the incumbent attorney general seeking reelection has spent more tax dollars per capita operating her office than any attorney general in the country. The press is trained to investigate the facts behind an assertion like that.

The press knows or can discover that all the attorneys general in the United States, for example, belong to an association called the National Association of Attorneys General. This organization, like the organizations for other

statewide elected officials, compiles information on the offices, budgets, staffs, and responsibilities of all the attorneys general.

A reporter investigating the ad can call an organization like this and get information not easily available to the average voter. That information may support or dispute the charge made by the candidate. This press person is now in a position to determine the real facts behind the charges and the response. An investigation by the press helps you understand whether it's the charge or the response that's more credible and reliable.

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