"The public have an insatiable curiosity to know everything, except what is worth knowing. Journalism, conscious of this, and having tradesman-like habits, supplies their demands."—Oscar WildeConsumers of mass media often assume that those who create its programs have the discovery and presentation of truth as their motive. In fact, reporters are part of the society they describe, and subject to its psychological, social, and economic influences. A more intelligent consumer would study the motives of reporters and take these into account in deciding how much credence to place in their programs.
Under some conditions, the market tends to provide incentives for excellence. Under other conditions it does not. In the case of mass media, commercial success has little to do with truthfulness, and much to do with appeal to consumers. It is as foolish to assume that market mechanisms will encourage truthfulness when the public cannot discern truthfulness as it is to assume that market mechanisms will encourage healthy food when the public judges with the palate rather than nutritional analysis.
Of course the journalist does care about the intellectual fitness of his readers. He cares the same way that the fast food cook cares about the physical fitness of his customers. He gives them what they order, and doesn't ask too many questions.
