Michael Jackson: Why Should We Care?
ONE THING I'VE LEARNED from my many years of pitching story ideas to journalists (which is a big part of what I do professionally) is that I have to answer the question that every reporter, editor or producer has to answer on behalf of his or her audiences: why should we care? What is it about this story that will enlighten or enrich at least a segment of the readers, listeners or viewers? Why should anyone beyond a small circle of interested parties care about this story, and, if it's a specific anecdote, what lessons does it offer that are important to the broader public interest?
It's a fair question, and I'm proud to say I've pitched lots stories that I felt met and exceeded the why-should-we-care threshold. Too many nevertheless went nowhere. (If I had a dime for every time that happened....)
Like the time more than 20 years ago when I pitched all of the news outlets in Chicago on some pretty compelling and important (at least to me) public policy issue (shame on me: I don't even remember what it was). No one bit. They were too busy with more important news, they said.
That night, each of late newscasts on the three or four local TV stations devoted a good three to five minutes (a lot) on a story about the world's largest lobster that someone caught off the coast of Australia, or some such place. It was good video, I suppose. More importantly, they didn't have to send out crews and on-air reporters. They just picked it off the satellite. How stupid was I? How did I ever think my story could compete with the world's largest lobster?
While our media have only gotten worse since then, highlighting the sensational or the silly over the serious, I've tried to get a grip on my annoyance to this now-permanent feature of America's frequently shameful and shallow media landscape (with all due respect to the few truly serious, accomplished journalists who remain part of it and wonder how things have come to this state). It's like cursing the rain.
Here we are now with a story that even I acknowledge is bigger than the world's largest lobster: the death of Michael Jackson. But, even as I sneak a peek at some of the volumes of archival footage of his life or catch snippets about the medical investigation into his death or about the fate of his children, I still ask myself: why should I care?
For the record, I admit that when the Jackson 5 stormed the music scene, I was swept away, too. I idolized Michael. Like so many kids of the day, I wanted to be him -- or at least the sixth, off-the-bench alternate Jackson. Why not? He was about my age, and I could carry a tune, so if he could do it, why couldn't I, right? (I was also sure at the time that I would someday play in the NBA.) The first 45 record I ever bought was "I'll Be There," and both that and "Mama's Pearl" (which I think was the flip side; anyone remember?) remain my two favorite J5 tunes. But as he and his music evolved, they and my taste went opposite directions. And then he became too -- how to say? -- idiosyncratic to take seriously. To me, following his story was like empty calories. Not worth the bite.
Of course we're interested in this story. To some extent we follow the news about Michael Jackson's death because we have a natural need to find out how a story ends. That's why I'm always pleased to hear about old friends I haven't kept up with and even about public figures who've been out of the limelight for a time. And the Michael Jackson story was way too eventful for anyone just to put down before finishing it, even for those like me who found it too bizarre and too sad to watch in recent years. Also, gawking at the misfortunes and grotesqueness (is that a word?) of others is human instinct, which is why it's an industry all to itself.
But as I sat in a coffee shop this morning, far enough away from the TV screen playing CNN Headline News to make it smugly seem I didn't care but close enough to see what it was playing, it was clear that the network couldn't let the broadcast go too long without returning to the news about Michael Jackson -- what's the family saying or not saying? what's the news from the medical examiner? what about the children? remembrances from the people who supposedly new him well; in-depth analysis (as if this is a pivotal moment in history, like the overthrow of the U.S. government; or, a new outbreak of the Black Plague, or, even bigger, the Super Bowl!) from all manner of Michael "experts"; clips of him performing through his very long (even for a 50 year old) career.
Scarcely any new news, especially when they're cycling these pieces almost every five minutes, but we wouldn't want the people to be without something about Michael. You get the feeling that, if they could, they would get rid of all the other stories about, oh, health care reform negotiations, more bombings in Iraq, the sputtering U.S. economy, even the sacrosanct weather and sports, for Michael's -- I mean God's -- sake! They speed through those minor stories almost breathlessly lest even one viewer miss the latest or, even worse, flip the channel to any of the other networks whose news hole is just as lopsided with Michael news. Even my beloved (and relatively more selective) NPR sees fit to insert a news item about Michael into most of its top-of-the-hour readings of news headlines, as far as I can tell. It's everywhere in the print media, too.
The managers of these news outlets will surely argue that they're just giving the people what they want. The people really care about this one.
I suppose that's the case. But, really, do we care so much about this story that we can't go a few minutes without another clip of the many lives (once-lovable/later inscrutable/still later troubled) of Michael Jackson? Even the biggest fans? Or does the blanket coverage force us to think we really care that much? Chicken and egg?
Jeff

Recent Comments