Russia’s attempt to
influence the recent presidential election has dominated public attention since
late 2016 when it was officially recognized.
This reaction is understandable and to some degree appropriate, although
the actual impact of Russian interference has likely been overstated. There is a danger, however, we will miss the
real lesson to be learned from this unsavory episode: today’s American media, both traditional and
social, invites surreptitious meddling in our electoral processes.
Most Americans are
surprised and vexed by the success Russian bots and cyborgs enjoyed in 2016
feeding stories into our political processes.
No matter what their objective---to elect Donald Trump president or to just
stir discord in our political system---the extent of their activities and their
accomplishments has been shocking.
The same
vulnerabilities the Russians have taken advantage of, however, are available to
cyber outlaws based in other countries and those working for some domestic
organizations. In recent years
extraordinary sums of money have been spent on media ads and disinformation
campaigns funded by American entities created under section 501©(4) of the IRS tax code. These social welfare organizations are tax
exempt and do not have to identify their donors.
How have these
circumstances arisen?
The deregulation
passion that has seized the US in the past forty years has had a major impact
on communications. When I began work as
a young television journalist some fifty years ago, the “fairness doctrine”
reigned supreme. Broadcasters were required
to provide coverage of significant news stories and to do so in a balanced
manner, laying aside personal political biases, and since the airways were
considered to be owned by the public, the operating license of a station was
subject to periodic review by the Federal Communications Commission.
Television advertising
was tightly limited at the time, the result of a voluntary agreement among the
three major networks that dominated the industry. The limitations seem almost blissful
today---no more than one product could be advertised in each 30-second spot; no
more than five consecutive spots; and no more than 8 ½ advertising minutes in
an hour.
First to go were the
advertising limits. President Carter’s Justice Department filed an anti-trust
suit in July 1979 against the three major networks arguing the voluntary code
represented restraint of trade. A
settlement of the suit reached in November 1982, wiped out the aforementioned
limits.
Another shoe fell in
1987 when the FCC suspended the “fairness doctrine,” citing the rapid
development of cable television as justification. The assumption was that competition among the
growing number of broadcast outlets would guarantee coverage of key issues and
insure access to the airways for all points of view.
Things have not
worked out as predicted. The quest for
advertising dollars has diminished serious news coverage, and where “news” has
prospered it is on programs leaning perceptibly right or left---such as Fox
News on the right and MSNBC on the left.
Unfortunately, ratings of such programs appear to depend on reinforcing
prejudices, making the programs potential targets for tailored messaging
whether from foreign or domestic sources.
The Internet made
possible the explosion of social media. Democratic and Republican
administrations have both been reluctant to impede this growth with
regulations. Russian meddling has
revealed the shortcomings of this restraint.
Editorial responsibility
is virtually nonexistent in social media. In addition, platforms are structured to
encourage resharing of content rapidly---“going viral.” Democracy advocates in the emerging world
view this latter capability enthusiastically, citing the role social media
played in 2011 enabling the Arab Spring.
However, these circumstances also facilitate the impact of bots and
cyborgs, the primary instruments of Russian interlopers.
The desire to
monetize social media platforms opens the door for further abuse. Online ads on social media websites are
aggressively encouraged. Ads could even
be invited to this blog, and efforts to determine the accuracy or appropriate
content of ads seems limited.
Nearly all social
media platforms collect personal data from their users for marketing
purposes. Some of that information may
be relevant to political research as well, but careful management of such data has
not been a priority. Facebook has just
been severely rebuked for allowing personal data to fall in the hands of Cambridge
Analytica, a data mining and data analysis company which provided support for
the Trump campaign and a key US Senate race in NC.
Condemnation of
Russian meddling and their hacking activities is essential. This behavior is
unacceptable. Even though the Trump
administration claims the ongoing investigation is a witch hunt, it admits
Russian hackers are capable of penetrating key sectors of our infrastructure,
including energy, water, and transportation.
While the US may have countervailing capabilities, tit-for-tat on such a
scale is not a comforting prospect.
Whatever the US
decides is the appropriate response to Russia, it will not diminish the need to
encourage better management of our media resources and control of access. An effective democracy requires information
sources that its citizens are able to trust.