Letter to the Editor
Editor,
Re. your ‘Rant’ in the print edition of July 4, 2019, about Meaford’s Toronto Star advertorial.
Sponsored posts, ‘discovery’ or ‘native’ advertising, search advertising, and other print and online versions of this technique (including the time-tested advertorial) are legitimate, proven forms of marketing. Right now, they’re extremely effective, cutting through the incredible amount of online noise. They’re also remarkably well received. As long as they provide informative, interesting, valuable content that people want to read and find worth their time, why not package these in a format that will catch readers’ eyes and engage them quickly?
Was the Toronto Star piece about Meaford clearly labelled as sponsored? Yes. Did the article tell lies about Meaford? No.
This is not, by any stretch of the imagination, an example of “fake news”.
Less transparent, though a common practice, are fawning profiles supplied in return for a business’s purchase of advertising space. I’m not sure if TMI engages in this, but it wouldn’t be considered untoward.
But a more insidious type of propaganda regularly manages to sneak into the editorial content of The Meaford Independent.
The following are excerpts from articles (not editorials) in TMI, presented without attribution to a politician, but as simple statements.
“Under the government’s proposed reforms, the wait-list for funding will be cleared in 18 months, people will be treated with fairness and quality, the system will become more financially sustainable…. These changes will ensure that every child will receive assistance, rather than just 25 per cent of families who currently receive support.” [February 14, 2019]
“The current system is fractured, unnecessarily complex, and not sufficiently focused on getting the results job seekers, employers, and Ontario’s economy need to grow and succeed.” [February 28, 2019]
“These burden reductions and labour market enhancements… include… (k)eeping the minimum wage at $14 on January 1, 2019. This saves thousands of jobs across Ontario…” [January 10, 2019]
“After repeated attempts to work out a date with the Minister it appears as though the Minister is not, and never truly was, interested in participating in such a meeting.” [November 29, 2019]
“Canada has been facing a massive influx of migrants entering the country from the United States outside of official ports of entry. This illegal migration has put a massive strain on federal government agencies…” [December 6, 2018]
“This is part of the government’s efforts to restore transparency and accountability in Ontario’s finances. The province undertook a line-by-line review of its own expenditures, and expects our partners, including municipalities, to be taking steps to become more efficient.” [March 28, 2019]
These news stories have been prepared from government press releases, almost certainly reproduced verbatim. (The last actually includes the phrase “our partners”, exactly as it was typed by a PR flack working for the provincial government.)
None of these articles were labelled “press release” or “propaganda”. Instead, the assertions made by politicians are presented untempered by a “Miller claims” or an “According to Walker.” Unfortunately, the effect is to lend the statements the weight of fact and truth. (Or conversely, for the skeptical, to erode confidence in the publication.)
I know that a well-written press release can be a boon to an editor, saving time and energy in creating content. But I believe reputable publications have a big responsibility to carefully filter or moderate propaganda, particularly when it comes from those in power. Opinions and personal assertions of fact that aren’t already presented as quotes in press releases should be clearly identified as such.
If the above excerpts were published as statements by or opinions held by our MP or MPP, they’re perfectly worthy of publication in a balanced newspaper. Used in an editorial by TMI, ditto. Included in a letter to the editor by Mr. Miller or Mr. Walker, again, perfectly acceptable.
But presented in news stories so that they come across as simple statements of fact – this is the very definition of fake news.
As a subscriber to TMI, I trust that you do abhor fake news, and I hope that you’ll make it tougher on our local politicians to publish their platforms as the plain truth.
Vic Michener
Meaford
Editor’s Note:
You are correct that the piece in the Star was identified as ‘Sponsored Content’ and I mentioned this in my rant, but the problem is that many have no idea what that means, and so many were fooled (including members of council) into thinking it was an actual article. Instead of ‘sponsored content’ or ‘advertorial’, I think using ‘advertisement’ would be more transparent.
And I don’t disagree that we need to be careful with press releases submitted by elected officials, and we do our best to ensure that we correct inaccuracies, or attribute ‘opinion’ to the elected official by inserting statements like ‘according to’, or ‘so and so says’. We have also removed more ‘government for the people’ statements from press releases than I care to remember.
For example, last month our local MPP issued a press release reflecting on his first year in government, and in that press release he attempted to give his party credit for the coming new school in Meaford as he had done previously and we corrected his statement.
Walker’s statement in that press release as submitted:
“We announced the new school in Meaford, which will create space for more than 1,000 elementary and secondary students, and one new EarlyON Child and Family Centre room for children aged 0-6 and their families, while we continue to work towards a new school in Markdale.”
The statement as published in the article in The Independent:
“The government also announced a commitment to move ahead with the new school in Meaford approved by the previous government, which will create space for more than 1,000 elementary and secondary students, and one new EarlyON Child and Family Centre room for children aged 0-6 and their families, while the government continues to work towards a new school in Markdale.”
Can we do better? Certainly, and we strive to do so.
