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Why Some Media Lies Are Worse Than Others: Running the Numbers

8/7/2013

17 Comments

 
I have two topics to discuss today, which are not really related closely enough for me to try to make something coherent out of it. So, instead, I’m going to just discuss them separately. First up, I want to briefly comment on an interesting point that arose during my discussion of Discovery’s fake documentary, Megalodon: namely, why did the media care so much about this instance of fakery? The reason is simple, and I won’t sugarcoat it: The media think people who watched this were smart and rich like them, and they are outraged on their behalf. If you watched fake stuff on the History channel or H2, then you are old and poor and deserve to be fooled, you economically unworthy scum of the earth.

The numbers don’t lie. Let’s start by establishing that 4.8 million Americans watched Megalodon, which represents 4% of America’s 114 million TV households (assuming 1 person per TV, which would overestimate by quite a bit), and 1.5% of Americans in total. By contrast, at its height Ancient Aliens attracted roughly 2-3 million viewers, 2% of TV households and just under 1% of Americans in total. This is a rounding error in a country of 314 million people. But Megalodon attracted almost 3 million young people, under the age of 50, making it much more appealing than Ancient Aliens to critics, who need to produce material attractive to advertiser-friendly 18-54-year-old demographics.

By contrast, Pawn Stars outdraws both programs (averaging 5 million viewers) yet garners no media coverage. Its audience is older. Therefore, raw Nielsen ratings were not the driver behind the outrage, which stemmed largely from the intense social media discussion of Megalodon on Twitter, reaching the coveted one-million tweet mark during its broadcast and becoming the “most social” broadcast ever. The media love “social media” phenomena (such as Sharknado from earlier this summer) because it plays into their bias toward technologies favored by the young and the upper class.

Megalodon became a perfect storm of media coverage because the social media component played into the media’s bias toward the interests of the wealthy in another way. The channel it was on is perceived as being associated with the young and the wealthy.

Discovery’s audience is young, with a median age of just 44.7 and more than 70% under the age of 55. Of these viewers, 36% attended college, 73% own a home, and almost half make more than $75,000 per year, with a median income of $66,300 per year. (U.S. median household income is currently $53,000 per year.) This is the media’s own demographic, matching the social and economic class of the people who write about television for a living. (Full disclosure: My household falls into this class as well.)

By contrast, the History networks have viewers who are on average older and poorer. Nearly 40% of the H2 network’s audience is over 55, though slightly more attended college (43%). Just about half of H2 viewers live in households making more than $50,000 per year (median income $51,000), while the wealthy (above $75,000) make up less than a third of viewers (30%). At the parent History channel, things aren’t much rosier. The same number of viewers are over 55, though slightly more attended college (45%). Median household income is only slightly higher ($58,500), with slightly more wealthy viewers (above $75,000), making up 38% of the audience.

As far as the media are concerned, Discovery is important because its audience is the people they value: young, wealthy, and upper class. H2 and History are not important because old and poor people watch those channels. Since the old and the poor have less disposable income, no one cares whether they are being fed lies, so long as those lies are good enough to convince them to part with cash. As you will recall, the new head of H2 has complained about his network’s demographics and is trying hard to lower the median age and raise the median household income of the channel’s viewers by appealing to young, rich men.

I’m pretty sure this is why the media are angry about Discovery’s lies but did not care in the least about America Unearthed or Ancient Aliens. In short, Discovery betrayed its social class by lying to the people advertisers want to reach, while History tells untruths to people only infomercials reach out to, people whom advertisers hope and pray are not critical thinkers and will just do what the TV tells them to do, sending in their $9.99 plus shipping and handling for genuine gold-colored commemorative coins from Liberia.

Now to my second point: Yesterday I wrote about my shock that Ancient Aliens consulting producer Giorgio A. Tsoukalos could proclaim the aliens beings from Orion in January and then tell a reporter this week that he neither knew nor cared to know where the aliens came from because it was a “turn off.” Hmm. I guess I lied. There is a connection to the preceding discussion. Tsoukalos talked about how important younger demographics are to his untrue claims, so I guess he, too, is in the same business of chasing  youth.

Anyway, Tsoukalos made his comments in advance of Contact in the Desert, a major ancient alien and UFO conference to be held in two days’ time. Now George Noory, the host of Coast to Coast AM and a frequent talking head on Ancient Aliens has similarly weird comments tied to this same conference.

Speaking to the online edition of the Palm Springs Life “Desert Guide,” Noory told the publication:

I hope to come away from this convention with possibilities that we are not alone, hearing it first hand from heavy hitters devoted to careers trying to answer that question. It will be fun and entertaining, but give a lot of information.

As with Tsoukalos, I’m hoping that this is a typo and not a Freudian slip. Did Noory really mean to imply that the ancient alien theory’s “heavy hitters” are devoted to their careers, not that they have devoted their careers to ancient aliens? This mistake, intentional or not, implies that financial rather than scholarly aims stand behind the business of ancient astronautics.

The paper quotes someone or something (either Noory or event literature; it isn’t clear and Google doesn’t find a match for it) as saying that the Contact event will “explore the scientific approach to the mythology of ancient aliens.” Again, I wonder how much of this is an unintentional acknowledgement that the ancient alien idea is nothing but modern mythology rather than science, and how much is sloppy wording from people who don’t really understand the finer points of the words they use.

17 Comments
Jim
8/7/2013 07:50:58 am

"[T]he Contact event will 'explore the scientific approach to the mythology of ancient aliens.'”

This could mean that the convention is a carefully crafted situation to facilitate the study of AATs in their natural habitat, allowing sociologists to study the intricate complexities of their often self-contradicting mythologies.

Reply
The Other J.
8/7/2013 09:07:58 am

So these are two recent and relatively naked demonstrations that so-called factual and historical programming puts the quantity of their profit before the quality of their content.

But in a commercial-driven environment, how can that that model be flipped on its head -- where the quality of the content determines the quantity of the profit, rather than vice-versa?

The public broadcasting model in the U.S. is always on precarious ground. NPR has become increasingly milquetoast and insipient in recent decades (you can track their fall starting with the high point of Talk of the Nation with Ray Suarez in the early 1990's through its dip with now Fox News correspondent Juan Williams to its eventual cancellation under Neal Conan). And public broadcasting in the U.S. is never far from commercial pressure -- either the need to appeal to a demographic, or governmental pressure to cut funding and force them into the same kind of commercial environment under which other networks operate.

I know there are issues with the BBC, but at least they're more of a protected species, which frees them from specific pressures public broadcasting faces in the U.S. I don't have any data on this, but from just from watching a lot of British television, it seems like the sheer massive presence of the BBC also influences the kind of programming you get on other networks, like ITV and Sky. (A long time back, I noted somewhere on here how Britain's version of National Geographic's Ancient X-Files was far more interested in testing and challenging alternative claims than they were in "just asking the questions.")

The other day, I mentioned sports as a venue where you find more critical thinking among its viewers. That might also be the main commercial broadcasting model where quality of the content determines the quantity of the profit. If the games are poorly produced, uninteresting and not exciting, people don't go to the stadiums, don't tune in, and advertisers don't get a return on their investment. But that's such a stripped-down, raw model it's easier to get right. You won't find a lot of people trying to explain how a dull football game with lots of penalties, errors and almost no scoring was worth watching.

Reply
Jason Colavito link
8/7/2013 10:07:40 am

"Ancient X-Files" was, so far as I can tell, a good program. I worked with them on an episode they did on Noah's Flood, and they seemed to be interested in facts rather than wild speculation. You're right that the British model encourages more fact-based programming, both because of the BBC's public-service mandate and the fact that other British channels feel the need to offer similar high-quality programming to compete in prestige. That doesn't mean there isn't plenty of junk on British TV, but high quality stuff tends to get more exposure than here.

Reply
Aaron Adair link
8/7/2013 11:14:01 am

I had seen Ancient X-Files on Netflix, but I wasn't too sure about its quality. Good to hear about it; I'm adding it to instant queue. Hope it compares well to "Is It Real?"

Reply
The Other J.
8/7/2013 12:51:53 pm

One of my favorite episodes of the British Ancient X-Files is the one about the Bosnian pyramids. They bring in two scientists -- an archaeologist and a geologist, if I remember correctly -- to consider the claims of Sam Osmanagic. They present their findings to Osmanagic, give him a chance to respond, and things just get interesting.

Aaron Adair link
8/8/2013 04:28:35 pm

OK, at least for the first season, "Ancient X-Files" is speculative pseudo-history. The three episodes all revolve around finding some holy relic (Holy Grail, Ark of the Covenant, etc.), though they also include some other stuff that seems more legit, though even there the mystery is played up. They talk about alchemy and Newton, and Newton getting close to making substances needed to make the Philosopher's Stone, but failed to mention that the ultimate goal of alchemy is impossible.

Maybe season 2 is better, but I can't watch (it's not on Netflix streaming).

Jason Colavito link
8/8/2013 11:38:18 pm

I've never seen the show, so that's sad to hear. They didn't even show me the final product when they contracted with me to work on their Noah's Flood episode. The producer I worked with made it seem like the show was more science-oriented.

Aaron Adair link
8/9/2013 07:41:52 am

Well, season 2 could be better, or the particular episode you helped on, Jason, was more science-based. I just don't know unless Netflix uploads another season (or I download it). But they just couldn't help looking for holy relics in season 1.

spookyparadigm
8/7/2013 10:29:43 am

Jason, I'm really glad you wrote this post. I thought about commenting something similar on the original post, but this is a lot better argued than what I would have done in comments. Some of it is straight up analysis, other aspects are class bias (aka, media people seeing it in their friends and colleagues twitter feeds). But yes, this needed to be said. To be fair, I'd also argue that History destroyed its credibility years ago, and it never had that much to begin with. Discovery, on the other hand, had lots of love (especially from the chattering classes) because it actually did have some innovative and/or good programming (or as so many people I've heard say, "I watch it for Mythbusters"). They've really damaged their brand, taking serious word of mouth amongst that wealthier and younger demographic, and lurching towards TLC/History territory.

Reply
Jason Colavito link
8/7/2013 01:53:22 pm

It's amazing sometimes how well the demographic numbers predict the media's reaction to programming.

Reply
Thane
8/7/2013 02:26:09 pm

I'm not sure it's about class.

It seems to me that most people, regardless of the income or age demographics, don't like being made a fool. The fact that so many that fall within the "media class" watched the program may indicate that a goodly portion of them bought into it and then found out that it was a mockumentary.....and hence their outrage.

Reply
Jason Colavito link
8/8/2013 01:20:26 pm

It's not that the media sit with a list of demographics to check for social class; it's that the media, as you note, are of a certain social class and therefore identify with them as normal and the generic "Everyman." So that which offends them must therefore offend "everyone," and what they don't watch is unimportant.

Reply
Thane
8/9/2013 03:59:39 am

Gotcha.

So, it's a form of confirmation bias.

I know I am smart. The people I know are smart. The people I know generally agree with me on things so anyone who hold disagrees with me is not-smart.

Other people believe in make-believe nonsense. I don't therefore when I am fooled, it is a result of evil trickery because I am smart. I am not like other people who I deride because they are stupid. It's natural for them to be taken in...but not me, I am smart.

I know, a very broad and simplistic example, but it's the Us V. Them thing.

In the absence of any facts or other parameters, it boils down to Us smart, Them dumb,

God, I am in such a rambling mood......

Tara Jordan
8/7/2013 07:34:11 pm

I think there is some truth in the "social class" hypothesis,although I want to oppose the social class of "natural born morons" to Jason`s class of "old and poor".This is especially true when dealing with the Ancient Aliens crowd. Tsoukalos has a world wide audience & his followers are predominantly young (25 yr old up to 50 yr old).On the contrary Hoagland & his ilk have an older audience, this is particularly the case with Mike Bara (the buffoon behind books such as "Ancient Aliens on the Moon, The Choice").If you watch Bara`s conferences or "workshops", you`ll notice that his audience consists of exclusively older White people (50 to 60 yr old).From a social anthropological perspective,Mike Bara`s fans are particularly interesting.They are a mix bag of middle aged hippies-New agers,Tea Party members & Rush Limbaugh-Glenn Beck listeners.On many occasions during radio interviews,Mike Bara,said something like (I am paraphrasing):"I write books for people who don't read books but watch videos on Youtube, I want to educate them...".

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Thane
8/9/2013 03:55:33 am

It could simple be that the older demographic was younger and more impressionable in the 1970's when there was explosion of Ancient Alien and other new age theories saturated pop culture. Also, older folks tend not to work and therefor have more time on their hands to attend conferences while working age folks may have the same interests but don't actually go to any shows or conferences.

Just as the younger demo today is drawn to Ancient Aliens....as they get older, they will gravitate to programing that "clicks" with their social memories from when they were young.

It's not a matter of young v. old. There are idiots in every generation and in red and blue states. They are just drawn to different memes, as it were, based on their local culture and what is considered acceptable within their group setting.

To conflate an interest in the esoteric with people who don't read is a demeaning bias. Many people read and some read extensively and are well versed on the topics that interest them. Unfortunately some of what people read is not worth reading or is easily misinterpreted when taken on its own outside a broader ...what's the word I want....understanding, ....more varied reading and study?...context? I think you get my drift.

Also can you provide a link to the demographics studies that break down Bara's audience in relation to age, income, geo, and other listening /reading habits?

You are making an assertion about his audience that I am unfamiliar with (as I am with Bara as well.)

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Tara Jordan
8/9/2013 07:25:09 am

1)"It's not a matter of young v. old".
Precisely my point....

2)"To conflate an interest in the esoteric with people who don't read is a demeaning bias".
As far as I am aware I never mentioned anything related to esoterism.I wouldn't draw any parallel between "traditional"esoterism - occultism & the wacky New Age subculture.Personally,I have regular contacts & amazing exchanges with Allen H. Greenfield (a very sweet & extremely smart old man).Greenfield is a leading figure among occultists. I wouldn't even think of insulting him by associating him with New Agers.
I am not pretending to be fair with the Ancient Aliens crowd,I already confessed of being extremely hostile to them.

3)Contrary to most "skeptics & debunkers", I am not playing "the pedagogic game".I have no intention on educating or reeducating the idiots who take the Ancient Aliens garbage seriously.As far as I am concerned,they are gone.You can't have a rational debate with individuals who live in a perpetual state of denial & absolute ignorance.

4)"You are making an assertion about his audience that I am unfamiliar with (as I am with Bara as well.)".
If you are unfamiliar with Bara,it would be difficult to talk about him in depth.
If you want to understand the nature of Bara`s audience,look at his Facebook page (https://www.facebook.com/mike.bara).He sometimes posts pictures of his "workshops & conferences".

I have "followed" & debunked Bara for years,had few confrontations with him (on Facebook & Youtube),although I proposed him to have a public debate,Bara has always declined.I am not alone,Dr Stuart Robbins (http://pseudoastro.wordpress.com/) & Martin,the man who runs "The Emoluments of Mars"(http://dorkmission.blogspot) also challenged him on many occasions,with the same result.Bara is a bully but like any other snake oil peddlers, he is smart enough to avoid any debate potentially harmful to his "business".

The "I write books for people who don't read books but watch videos on Youtube, I want to educate them...".quote from Bara,is from one of his interviews on the Red Ice radio show.

William Best
8/8/2013 01:31:18 pm

Maybe next season of Ancient Aliens could include a theory about how Ancient Shark species such as the Megalodon are actually the result of female extraterrestrials seducing male humans who mistook them as sky gods.

Then America Unearthed could do one about how some Western Europeans were told by the Knights Templar that the Holy Grail (in its Jesus Bloodline form) was actually encoded in the migration patterns of the Megalodon. The show old then go onto claim that the scientific community is complicit in a coverup which was exposed via the Megalodon show during Shark Week.

Sad thing I that really some of the stuff on these channels are just as ridiculous and supported by the same amount of factual evidence.

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