edward murrow speech

8/11/2019 Edward Murrow Speech

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EDWARD R. MURROW

RTNDA Convention

ChicagoOctober 15, 1958

This !st "ight #o nobo#$ an$ goo#. At the en# o% this #isco!rse a %e& 'eo'(e "a$ acc!se this

re'orter o% %o!(ing his o&n co"%ortab(e nest, an# $o!r organi)ation "a$ be acc!se# o% having

given hos'ita(it$ to heretica( an# even #angero!s tho!ghts. *!t the e(aborate str!ct!re o%net&or+s, a#vertising agencies an# s'onsors &i(( not be sha+en or a(tere#. t is "$ #esire, i% not

"$ #!t$, to tr$ to ta(+ to $o! o!rne$"en &ith so"e can#or abo!t &hat is ha''ening to ra#io an#

te(evision.

have no technica( a#vice or co!nse( to o%%er those o% $o! &ho (abor in this vine$ar# that'ro#!ces &or#s an# 'ict!res. -o! &i(( %orgive "e %or not te((ing $o! that instr!"ents &ith &hich

$o! &or+ are "irac!(o!s, that $o!r res'onsibi(it$ is !n'rece#ente# or that $o!r as'irations are

%re!ent($ %r!strate#. t is not necessar$ to re"in# $o! that the %act that $o!r voice is a"'(i%ie# tothe #egree &here it reaches %ro" one en# o% the co!ntr$ to the other #oes not con%er !'on $o!

greater &is#o" or !n#erstan#ing than $o! 'ossesse# &hen $o!r voice reache# on($ %ro" one en#

o% the bar to the other. A(( o% these things $o! +no&.

-o! sho!(# a(so +no& at the o!tset that, in the "anner o% &itnesses be%ore Congressiona(co""ittees, a''ear here vo(!ntari($/b$ invitation/that a" an e"'(o$ee o% the Co(!"bia

*roa#casting 0$ste", that a" neither an o%%icer nor a #irector o% that cor'oration an# that these

re"ar+s are o% a #o/it/$o!rse(% nat!re. % &hat have to sa$ is res'onsib(e, then a(one a"res'onsib(e %or the sa$ing o% it. 0ee+ing neither a''robation %ro" "$ e"'(o$ers, nor ne&

s'onsors, nor acc(ai" %ro" the critics o% ra#io an# te(evision, cannot &e(( be #isa''ointe#.

*e(ieving that 'otentia(($ the co""ercia( s$ste" o% broa#casting as 'ractice# in this co!ntr$ isthe best an# %reest $et #evise#, have #eci#e# to e2'ress "$ concern abo!t &hat be(ieve to be

ha''ening to ra#io an# te(evision. These instr!"ents have been goo# to "e be$on# "$ #!e.

There e2ists in "in# no reasonab(e gro!n#s %or 'ersona( co"'(aint. have no %e!#, either &ith

"$ e"'(o$ers, an$ s'onsors, or &ith the 'ro%essiona( critics o% ra#io an# te(evision. *!t a"sei)e# &ith an abi#ing %ear regar#ing &hat these t&o instr!"ents are #oing to o!r societ$, o!r

c!(t!re an# o!r heritage.

O!r histor$ &i(( be &hat &e "a+e it. An# i% there are an$ historians abo!t %i%t$ or a h!n#re# $ears

%ro" no&, an# there sho!(# be 'reserve# the +inesco'es %or one &ee+ o% a(( three net&or+s, the$&i(( there %in# recor#e# in b(ac+ an# &hite, or co(or, evi#ence o% #eca#ence, esca'is" an#

ins!(ation %ro" the rea(ities o% the &or(# in &hich &e (ive. invite $o!r attention to the te(evision

sche#!(es o% a(( net&or+s bet&een the ho!rs o% 8 an# 11 '."., Eastern Ti"e. 3ere $o! &i(( %in#on($ %(eeting an# s'as"o#ic re%erence to the %act that this nation is in "orta( #anger. There are, it

is tr!e, occasiona( in%or"ative 'rogra"s 'resente# in that inte((ect!a( ghetto on 0!n#a$

a%ternoons. *!t #!ring the #ai($ 'ea+ vie&ing 'erio#s, te(evision in the "ain ins!(ates !s %ro"the rea(ities o% the &or(# in &hich &e (ive. % this state o% a%%airs contin!es, &e "a$ a(ter an

a#vertising s(ogan to rea#4 OO6 NOW, 7A- ATER.


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or s!re($ &e sha(( 'a$ %or !sing this "ost 'o&er%!( instr!"ent o% co""!nication to ins!(ate the

citi)enr$ %ro" the har# an# #e"an#ing rea(ities &hich "!st be %ace# i% &e are to s!rvive. "eanthe &or# s!rvive (itera(($. % there &ere to be a co"'etition in in#i%%erence, or 'erha's in

ins!(ation %ro" rea(it$, then Nero an# his %i##(e, Cha"ber(ain an# his !"bre((a, co!(# not %in# a

'(ace on an ear($ a%ternoon s!staining sho&. % 3o(($&oo# &ere to r!n o!t o% n#ians, the

'rogra" sche#!(es &o!(# be "ang(e# be$on# a(( recognition. Then so"e co!rageo!s so!( &ith as"a(( b!#get "ight be ab(e to #o a #oc!"entar$ te((ing &hat, in %act, &e have #one//an# are sti((

#oing//to the n#ians in this co!ntr$. *!t that &o!(# be !n'(easant. An# &e "!st at a(( costs

shie(# the sensitive citi)ens %ro" an$thing that is !n'(easant.

a" entire($ 'ers!a#e# that the A"erican '!b(ic is "ore reasonab(e, restraine# an# "ore "at!rethan "ost o% o!r in#!str$s 'rogra" '(anners be(ieve. Their %ear o% controvers$ is not &arrante#

b$ the evi#ence. have reason to +no&, as #o "an$ o% $o!, that &hen the evi#ence on a

controversia( s!bect is %air($ an# ca("($ 'resente#, the '!b(ic recogni)es it %or &hat it is//ane%%ort to i((!"inate rather than to agitate.

0evera( $ears ago, &hen &e !n#ertoo+ to #o a 'rogra" on Eg$'t an# srae(, &e((/"eaning,e2'erience# an# inte((igent %rien#s shoo+ their hea#s an# sai#, This $o! cannot #o//$o! &i(( be

han#e# $o!r hea#. t is an e"otion/'ac+e# controvers$, an# there is no roo" %or reason in it. We#i# the 'rogra". :ionists, anti/:ionists, the %rien#s o% the Mi##(e East, Eg$'tian an# srae(i

o%%icia(s sai#, &ith a %aint tone o% s!r'rise, t &as a %air co!nt. The in%or"ation &as there. We

have no co"'(aints.

O!r e2'erience &as si"i(ar &ith t&o ha(%/ho!r 'rogra"s #ea(ing &ith cigarette s"o+ing an# (!ngcancer. *oth the "e#ica( 'ro%ession an# the tobacco in#!str$ coo'erate# in a rather &ar$ %ashion.

*!t in the en# o% the #a$ the$ &ere both reasonab($ content. The s!bect o% ra#ioactive %a((/o!t

an# the banning o% n!c(ear tests &as, an# is, high($ controversia(. *!t accor#ing to &hat (itt(eevi#ence there is, vie&ers &ere 're'are# to (isten to both si#es &ith reason an# restraint. This is

not sai# to c(ai" an$ s'ecia( or !n!s!a( co"'etence in the 'resentation o% controversia( s!bects,

b!t rather to in#icate that ti"i#it$ in these areas is not &arrante# b$ the evi#ence.

Recent($, net&or+ s'o+es"en have been #is'ose# to co"'(ain that the 'ro%essiona( critics o%te(evision have been rather beast($. There have been hints that so"eho& co"'etition %or the

a#vertising #o((ar has ca!se# the critics o% 'rint to gang !' on te(evision an# ra#io. This re'orter

has no #esire to #e%en# the critics. The$ have s'ace in &hich to #o that on their o&n beha(%. *!t itre"ains a %act that the ne&s'a'ers an# "aga)ines are the on($ instr!"ents o% "ass

co""!nication &hich re"ain %ree %ro" s!staine# an# reg!(ar critica( co""ent. % the net&or+

s'o+es"en are so ang!ishe# abo!t &hat a''ears in 'rint, (et the" co"e %orth an# engage in a(itt(e s!staine# an# reg!(ar co""ent regar#ing ne&s'a'ers an# "aga)ines. t is an ancient an#

sa# %act that "ost 'eo'(e in net&or+ te(evision, an# ra#io, have an e2aggerate# regar# %or &hat

a''ears in 'rint. An# there have been cases &here e2ec!tives have re%!se# to "a+e even 'rivate

co""ent or on a 'rogra" %or &hich the$ &ere res'onsib(e !nti( the$ hear## the revie&s in 'rint.This is har#($ an e2hibition con%i#ence.

The o(#est e2c!se o% the net&or+s %or their ti"i#it$ is their $o!th. Their s'o+es"en sa$, We are

$o!ng; &e have not #eve(o'e# the tra#itions nor ac!ire# the e2'erience o% the o(#er "e#ia. %the$ b!t +ne& it, the$ are b!i(#ing those tra#itions, creating those 'rece#ents ever$#a$. Each ti"e


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the$ $ie(# to a voice %ro" Washington or an$ 'o(itica( 'ress!re, each ti"e the$ e(i"inate

so"ething that "ight o%%en# so"e section o% the co""!nit$, the$ are creating their o&n bo#$ o%'rece#ent an# tra#ition. The$ are, in %act, not content to be ha(% sa%e.

No&here is this better i((!strate# than b$ the %act that the chair"an o% the e#era(

Co""!nications Co""ission '!b(ic($ 'ro#s broa#casters to engage in their (ega( right toe#itoria(i)e. O% co!rse, to !n#erta+e an e#itoria( 'o(ic$, overt an# c(ear($ (abe(e#, an# obvio!s($!ns'onsore#, re!ires a station or a net&or+ to be res'onsib(e. Most stations to#a$ 'robab($ #o

not have the "an'o&er to ass!"e this res'onsibi(it$, b!t the "an'o&er co!(# be recr!ite#.

E#itoria(s &o!(# not be 'ro%itab(e; i% the$ ha# a c!tting e#ge, the$ "ight even o%%en#. t is "!ch

easier, "!ch (ess tro!b(eso"e, to !se the "one$/"a+ing "achine o% te(evision an# ra#io "ere($as a con#!it thro!gh &hich to channe( an$thing that is not (ibe(o!s, obscene or #e%a"ator$. n

that &a$ one has the i((!sion o% 'o&er &itho!t res'onsibi(it$.

0o %ar as ra#io//that "ost satis%$ing an# re&ar#ing instr!"ent//is concerne#, the #iagnosis o% its#i%%ic!(ties is rather eas$. An# obvio!s($ s'ea+ on($ o% ne&s an# in%or"ation. n or#er to

'rogress, it nee# on($ go bac+&ar#. To the ti"e &hen singing co""ercia(s &ere not a((o&e# onne&s re'orts, &hen there &as no "i##(e co""ercia( in a 15/"in!te ne&s re'ort, &hen ra#io &as

rather 'ro!#, a(ert an# %ast. recent($ as+e# a net&or+ o%%icia(, Wh$ this great rash o% %ive/"in!te ne&s re'orts 3e re'(ie#, *eca!se that

see"s to be the on($ thing &e can se((.

n this +in# o% co"'(e2 an# con%!sing &or(#, $o! cant te(( ver$ "!ch abo!t the &h$ o% the ne&s

in broa#casts &here on($ three "in!tes is avai(ab(e %or ne&s. The on($ "an &ho co!(# #o that&as E("er Davis, an# his +in# arent abo!t an$ "ore. % ra#io ne&s is to be regar#e# as a

co""o#it$, on($ acce'tab(e &hen sa(eab(e, then #ont care &hat $o! ca(( it// sa$ it isnt ne&s.

M$ "e"or$ a(so goes bac+ to the ti"e &hen the %ear o% a s(ight re#!ction in b!siness #i# notres!(t in an i""e#iate c!tbac+ in bo#ies in the ne&s an# '!b(ic a%%airs #e'art"ent, at a ti"e

&hen net&or+ 'ro%its ha# !st reache# an a((/ti"e high. We &o!(# a(( agree, thin+, that &hether

on a station or a net&or+, the sta'(ing "achine is a 'oor s!bstit!te %or a ne&sroo" t$'e&riter.

One o% the "inor trage#ies o% te(evision ne&s an# in%or"ation is that the net&or+s &i(( not even#e%en# their vita( interests. When "$ e"'(o$er, C*0, thro!gh a co"bination o% enter'rise an#

goo# (!c+, #i# an intervie& &ith Ni+ita 6hr!shchev, the 7resi#ent !ttere# a %e& i((/chosen,

!nin%or"e# &or#s on the s!bect, an# the net&or+ 'ractica(($ a'o(ogi)e#. This 'ro#!ce# a rarit$.

Man$ ne&s'a'ers #e%en#e# the C*0 right to 'ro#!ce the 'rogra" an# co""en#e# it %orinitiative. *!t the other net&or+s re"aine# si(ent.

i+e&ise, &hen ?ohn oster D!((es, b$ 'ersona( #ecree, banne# A"erican o!rna(ists %ro" going

to Co""!nist China, an# s!bse!ent($ o%%ere# contra#ictor$ e2'(anations, %or his %iat thenet&or+s entere# on($ a "i(# 'rotest. Then the$ a''arent($ %orgot the !n'(easantness. Can it be

that this nationa( in#!str$ is content to serve the '!b(ic interest on($ &ith the tric+(e o% ne&s that

co"es o!t o% 3ong 6ong, to (eave its vie&ers in ignorance o% the catac($s"ic changes that are

occ!rring in a nation o% si2 h!n#re# "i((ion 'eo'(e> have no i((!sions abo!t the #i%%ic!(tiesre'orting %ro" a #ictatorshi', b!t o!r *ritish an# rench a((ies have been better serve#//in their

'!b(ic interest//&ith so"e ver$ !se%!( in%or"ation %ro" their re'orters in Co""!nist China.


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One o% the basic tro!b(es &ith ra#io an# te(evision ne&s is that both instr!"ents have gro&n !'

as an inco"'atib(e co"bination o% sho& b!siness, a#vertising an# ne&s. Each o% the three is arather bi)arre an# #e"an#ing 'ro%ession. An# &hen $o! get a(( three !n#er one roo%, the #!st

never sett(es. The to' "anage"ent o% the net&or+s &ith a %e& notab(e e2ce'tions, has been

traine# in a#vertising, research, sa(es or sho& b!siness. *!t b$ the nat!re o% the co'orate

str!ct!re, the$ a(so "a+e the %ina( an# cr!cia( #ecisions having to #o &ith ne&s an# '!b(ica%%airs. re!ent($ the$ have neither the ti"e nor the co"'etence to #o this. t is not eas$ %or the

sa"e s"a(( gro!' o% "en to #eci#e &hether to b!$ a ne& station %or "i((ions o% #o((ars, b!i(# a

ne& b!i(#ing, a(ter the rate car#, b!$ a ne& Western, se(( a soa' o'era, #eci#e &hat #e%ensive (ineto ta+e in connection &ith the (atest Congressiona( in!ir$, ho& "!ch "one$ to s'en# on

'ro"oting a ne& 'rogra", &hat a##itions or #e(etions sho!(# be "a#e in the e2isting cove$ or

c(!tch o% vice/'resi#ents, an# at the sa"e ti"e// %re!ent($ on the sa"e (ong #a$//to give "at!re,tho!ght%!( consi#eration to the "ani%o(# 'rob(e"s that con%ront those &ho are charge# &ith the

res'onsibi(it$ %or ne&s an# '!b(ic a%%airs.

0o"eti"es there is a c(ash bet&een the '!b(ic interest an# the cor'orate interest. A te(e'hone ca((

or a (etter %ro" the 'ro'er !arter in Washington is treate# rather "ore serio!s($ than aco""!nication %ro" an irate b!t not 'o(itica(($ 'otent vie&er. t is te"'ting eno!gh to give a&a$

a (itt(e air ti"e %or %re!ent($ irres'onsib(e an# !n&arrante# !tterances in an e%%ort to te"'er the

&in# o% criticis".

U'on occasion, econo"ics an# e#itoria( !#g"ent are in con%(ict. An# there is no (a& &hich sa$sthat #o((ars &i(( be #e%eate# b$ #!t$. Not so (ong ago the 7resi#ent o% the Unite# 0tates #e(ivere#

a te(evision a##ress to the nation. 3e &as #isco!rsing on the 'ossibi(it$ or 'robabi(it$ o% &ar

bet&een this nation an# the 0oviet Union an# Co""!nist China//a reasonab($ co"'e((ings!bect. T&o net&or+s C*0 an# N*C, #e(a$e# that broa#cast %or an ho!r an# %i%teen "in!tes. %

this #ecision &as #ictate# b$ an$thing other than %inancia( reasons, the net&or+s #i#nt #eign to

e2'(ain those reasons. That ho!r/an#/%i%teen/"in!te #e(a$, b$ the &a$, is abo!t t&ice the ti"e

re!ire# %or an C*M to trave( %ro" the 0oviet Union to "aor targets in the Unite# 0tates. t is#i%%ic!(t to be(ieve that this #ecision &as "a#e b$ "en &ho (ove, res'ect an# !n#erstan# ne&s.

0o %ar, have been #ea(ing (arge($ &ith the #e%icit si#e o% the (e#ger, an# the ite"s co!(# be

e2'an#e#. *!t have sai#, an# be(ieve, that 'otentia(($ &e have in this co!ntr$ a %ree enter'rises$ste" o% ra#io an# te(evision &hich is s!'erior to an$ other. *!t to achieve its 'ro"ise, it "!st

be both %ree an# enter'rising. There is no s!ggestion here that net&or+s or in#ivi#!a( stations

sho!(# o'erate as 'hi(anthro'ies. *!t can %in# nothing in the *i(( o% Rights or the

Co""!nications Act &hich sa$s that the$ "!st increase their net 'ro%its each $ear, (est theRe'!b(ic co((a'se. #o not s!ggest that ne&s an# in%or"ation sho!(# be s!bsi#i)e# b$

%o!n#ations or 'rivate s!bscri'tions. a" a&are that the net&or+s have e2'en#e#, an# are

e2'en#ing, ver$ consi#erab(e s!"s o% "one$ on '!b(ic a%%airs 'rogra"s %ro" &hich the$ cannotho'e to receive an$ %inancia( re&ar#. have ha# the 'rivi(ege at C*0 o% 'resi#ing over a

consi#erab(e n!"ber o% s!ch 'rogra"s. testi%$, an# a" ab(e to stan# here an# sa$, that have

never ha# a 'rogra" t!rne# #o&n b$ "$ s!'eriors beca!se o% the "one$ it &o!(# cost.

*!t &e a(( +no& that $o! cannot reach the 'otentia( "a2i"!" a!#ience in "argina( ti"e &ith as!staining 'rogra". This is so beca!se so "an$ stations on the net&or+//an$ net&or+//&i((

#ec(ine to carr$ it. Ever$ (icensee &ho a''(ies %or a grant to o'erate in the '!b(ic interest,


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convenience an# necessit$ "a+es certain 'ro"ises as to &hat he &i(( #o in ter"s o% 'rogra"

content. Man$ reci'ients o% (icenses have, in b(!nt (ang!age, &e(she# on those 'ro"ises. The"one$/"a+ing "achine so"eho& b(!nts their "e"ories. The on($ re"e#$ %or this is c(oser

ins'ection an# '!nitive action b$ the .C.C. *!t in the vie& o% "an$ this &o!(# co"e 'eri(o!s($

c(ose to s!'ervision o% 'rogra" content b$ a %e#era( agenc$.

0o it see"s that &e cannot re($ on 'hi(anthro'ic s!''ort or %o!n#ation s!bsi#ies; &e cannot%o((o& the s!staining ro!te//the net&or+s cannot 'a$ a(( the %reight//an# the .C.C. cannot or

&i(( not #isci'(ine those &ho ab!se the %aci(ities that be(ong to the '!b(ic. What, then, is the

ans&er> Do &e "ere($ sta$ in o!r co"%ortab(e nests, conc(!#ing that the ob(igation o% these

instr!"ents has been #ischarge# &hen &e &or+ at the ob o% in%or"ing the '!b(ic %or a "ini"!"o% ti"e> Or #o &e be(ieve that the 'reservation o% the Re'!b(ic is a seven/#a$/a/&ee+ ob,

#e"an#ing "ore a&areness, better s+i((s an# "ore 'erseverance than &e have $et conte"'(ate#.

a" %rightene# b$ the i"ba(ance, the constant striving to reach the (argest 'ossib(e a!#ience %orever$thing; b$ the absence o% a s!staine# st!#$ o% the state o% the nation. 3e$&oo# *ro!n once

sai#, No bo#$ 'o(itic is hea(th$ !nti( it begins to itch. &o!(# (i+e te(evision to 'ro#!ce so"eitching 'i((s rather than this en#(ess o!t'o!ring o% tran!i(i)ers. t can be #one. Ma$be it &ont

be, b!t it co!(#. et !s not shoot the &rong 'iano '(a$er. Do not be #e(!#e# into be(ieving thatthe tit!(ar hea#s o% the net&or+s contro( &hat a''ears on their net&or+s. The$ a(( have better

taste. A(( are res'onsib(e to stoc+ho(#ers, an# in "$ e2'erience a(( are honorab(e "en. *!t the$

"!st sche#!(e &hat the$ can se(( in the '!b(ic "ar+et.

An# this brings !s to the n!b o% the !estion. n one sense it rather revo(ves aro!n# the 'hrasehear# %re!ent($ a(ong Ma#ison Aven!e4 The Cor'orate "age. a" not 'recise($ s!re &hat this

'hrase "eans, b!t &o!(# i"agine that it re%(ects a #esire on the 'art o% the cor'orations &ho 'a$

the a#vertising bi((s to have the '!b(ic i"age, or be(ieve that the$ are not "ere($ bo#ies &ith noso!(s, 'anting in '!rs!it o% e(!sive #o((ars. The$ &o!(# (i+e !s to be(ieve that the$ can #isting!ish

bet&een the '!b(ic goo# an# the 'rivate or cor'orate gain. 0o the !estion is this4 Are the big

cor'orations &ho 'a$ the %reight %or ra#io an# te(evision 'rogra"s &ise to !se that ti"ee2c(!sive($ %or the sa(e o% goo#s an# services> s it in their o&n interest an# that o% the

stoc+ho(#ers so to #o> The s'onsor o% an ho!rs te(evision 'rogra" is not b!$ing "ere($ the si2

"in!tes #evote# to co""ercia( "essage. 3e is #eter"ining, &ithin broa# (i"its, the s!" tota( o%the i"'act o% the entire ho!r. % he a(&a$s, invariab($, reaches %or the (argest 'ossib(e a!#ience,

then this 'rocess o% ins!(ation, o% esca'e %ro" rea(it$, &i(( contin!e to be "assive($ %inance#, an#

its a'o(ogist &i(( contin!e to "a+e &inso"e s'eeches abo!t giving the '!b(ic &hat it &ants, or

(etting the '!b(ic #eci#e.

re%!se to be(ieve that the 'resi#ents an# chair"en o% the boar#s o% these big cor'orations &ant

their cor'orate i"age to consist e2c(!sive($ o% a so(e"n voice in an echo cha"ber, or a 'rett$ gir(

o'ening the #oor o% a re%rigerator, or a horse that ta(+s. The$ &ant so"ething better, an# on

occasion so"e o% the" have #e"onstrate# it. *!t "ost o% the "en &hose (ega( an# "ora(res'onsibi(it$ it is to s'en# the stoc+ho(#ers "one$ %or a#vertising are re"ove# %ro" the rea(ities

o% the "ass "e#ia b$ %ive, si2, or a #o)en contrace'tive (a$ers o% vice/'resi#ents, '!b(ic re(ations

co!nse( an# a#vertising agencies. Their b!siness is to se(( goo#s, an# the co"'etition is 'rett$to!gh.


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*!t this nation is no& in co"'etition &ith "a(ignant %orces o% evi( &ho are !sing ever$

instr!"ent at their co""an# to e"'t$ the "in#s o% their s!bects an# %i(( those "in#s &iths(ogans, #eter"ination an# %aith in the %!t!re. % &e go on as &e are, &e are 'rotecting the "in#

o% the A"erican '!b(ic %ro" an$ rea( contact &ith the "enacing &or(# that s!ee)es in !'on !s.

We are engage# in a great e2'eri"ent to #iscover &hether a %ree '!b(ic o'inion can #evise an#

#irect "etho#s o% "anaging the a%%airs o% the nation. We "a$ %ai(. *!t &e are han#ica''ingo!rse(ves nee#(ess($.

et !s have a (itt(e co"'etition. Not on($ in se((ing soa', cigarettes an# a!to"obi(es, b!t in

in%or"ing a tro!b(e#, a''rehensive b!t rece'tive '!b(ic. Wh$ sho!(# not each o% the @ or B big

cor'orations &hich #o"inate ra#io an# te(evision #eci#e that the$ &i(( give !' one or t&o o% theirreg!(ar($ sche#!(e# 'rogra"s each $ear, t!rn the ti"e over to the net&or+s an# sa$ in e%%ect4

This is a tin$ tithe, !st a (itt(e bit o% o!r 'ro%its. On this 'artic!(ar night &e arent going to tr$ to

se(( cigarettes or a!to"obi(es; this is "ere($ a gest!re to in#icate o!r be(ie% in the i"'ortance o%i#eas. The net&or+s sho!(#, an# thin+ &o!(#, 'a$ %or the cost o% 'ro#!cing the 'rogra". The

a#vertiser, the s'onsor, &o!(# get na"e cre#it b!t &o!(# have nothing to #o &ith the content o%

the 'rogra". Wo!(# this b(e"ish the cor'orate i"age> Wo!(# the stoc+ho(#ers obect> thin+ not.or i% the 're"ise !'on &hich o!r '(!ra(istic societ$ rests, &hich as !n#erstan# it is that i% the

'eo'(e are given s!%%icient !n#i(!te# in%or"ation, the$ &i(( then so"eho&, even a%ter (ong, sober

secon# tho!ghts, reach the right #ecision//i% that 're"ise is &rong, then not on($ the cor'oratei"age b!t the cor'orations are #one %or.

There !se# to be an o(# 'hrase in this co!ntr$, e"'(o$e# &hen so"eone ta(+e# too "!ch. t &as4

o hire a ha((. Un#er this 'ro'osa( the s'onsor &o!(# have hire# the ha((; he has bo!ght the

ti"e; the (oca( station o'erator, no "atter ho& in#i%%erent, is going to carr$ the 'rogra"/he has to.Then its !' to the net&or+s to %i(( the ha((. a" not here ta(+ing abo!t e#itoria(i)ing b!t abo!t

straighta&a$ e2'osition as #irect, !na#orne# an# i"'artia( as %a((iab(e h!"an beings can "a+e it.

?!st once in a &hi(e (et !s e2a(t the i"'ortance o% i#eas an# in%or"ation. et !s #rea" to the

e2tent o% sa$ing that on a given 0!n#a$ night the ti"e nor"a(($ occ!'ie# b$ E# 0!((ivan is givenover to a c(inica( s!rve$ o% the state o% A"erican e#!cation, an# a &ee+ or t&o (ater the ti"e

nor"a(($ !se# b$ 0teve A((en is #evote# to a thoro!ghgoing st!#$ o% A"erican 'o(ic$ in the

Mi##(e East. Wo!(# the cor'orate i"age o% their res'ective s'onsors be #a"age#> Wo!(# thestoc+ho(#ers rise !' in their &rath an# co"'(ain> Wo!(# an$thing ha''en other than that a %e&

"i((ion 'eo'(e &o!(# have receive# a (itt(e i((!"ination on s!bects that "a$ &e(( #eter"ine the

%!t!re o% this co!ntr$, an# there%ore the %!t!re o% the cor'orations> This "etho# &o!(# a(so'rovi#e rea( co"'etition bet&een the net&or+s as to &hich co!(# o!t#o the others in the 'a(atab(e

'resentation o% in%or"ation. t &o!(# 'rovi#e an o!t(et %or the $o!ng "en o% s+i((, an# there are

so"e even o% #e#ication, &ho &o!(# (i+e to #o so"ething other than #evise "etho#s o% ins!(ating&hi(e se((ing.

There "a$ be other an# si"'(er "etho#s o% !ti(i)ing these instr!"ents o% ra#io an# te(evision in

the interests o% a %ree societ$. *!t +no& o% none that co!(# be so easi($ acco"'(ishe# insi#e the

%ra"e&or+ o% the e2isting co""ercia( s$ste". #ont +no& ho& $o! &o!(# "eas!re the s!ccessor %ai(!re o% a given 'rogra". An# it &o!(# be har# to 'rove the "agnit!#e o% the bene%it

accr!ing to the cor'oration &hich gave !' one night o% a variet$ or !i) sho& in or#er that the

net&or+ "ight "arsha( its s+i((s to #o a thoro!gh/going ob on the 'resent stat!s o% NATO, or

'(ans %or contro((ing n!c(ear tests. *!t &o!(# rec+on that the 'resi#ent, an# in#ee# the "aorit$


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o% shareho(#ers o% the cor'oration &ho s'onsore# s!ch a vent!re, &o!(# %ee( !st a (itt(e bit better

abo!t the cor'oration an# the co!ntr$.

t "a$ be that the 'resent s$ste", &ith no "o#i%ications an# no e2'eri"ents, can s!rvive.7erha's the "one$/"a+ing "achine has so"e +in# o% b!i(t/in 'er'et!a( "otion, b!t #o not

thin+ so. To a ver$ consi#erab(e e2tent the "e#ia o% "ass co""!nications in a given co!ntr$re%(ect the 'o(itica(, econo"ic an# socia( c(i"ate in &hich the$ %(o!rish. That is the reason o!rs#i%%er %ro" the *ritish an# rench, or the R!ssian an# Chinese. We are c!rrent($ &ea(th$, %at,

co"%ortab(e an# co"'(acent. We have c!rrent($ a b!i(t/in a((erg$ to !n'(easant or #ist!rbing

in%or"ation. O!r "ass "e#ia re%(ect this. *!t !n(ess &e get !' o%% o!r %at s!r'(!ses an# recogni)e

that te(evision in the "ain is being !se# to #istract, #e(!#e, a"!se an# ins!(ate !s, then te(evisionan# those &ho %inance it, those &ho (oo+ at it an# those &ho &or+ at it, "a$ see a tota(($

#i%%erent 'ict!re too (ate.

#o not a#vocate that &e t!rn te(evision into a @/inch &ai(ing &a((, &here (onghairs constant($"oan abo!t the state o% o!r c!(t!re an# o!r #e%ense. *!t &o!(# !st (i+e to see it re%(ect

occasiona(($ the har#, !n$ie(#ing rea(ities o% the &or(# in &hich &e (ive. &o!(# (i+e to see it#one insi#e the e2isting %ra"e&or+, an# &o!(# (i+e to see the #oing o% it re#o!n# to the cre#it

o% those &ho %inance an# 'rogra" it. Meas!re the res!(ts b$ Nie(sen, Tren#e2 or 0i(e2/it #oesnt"atter. The "ain thing is to tr$. The res'onsibi(it$ can be easi($ '(ace#, in s'ite o% a(( the

"o!things abo!t giving the '!b(ic &hat it &ants. t rests on big b!siness, an# on big te(evision,

an# it rests at the to'. Res'onsibi(it$ is not so"ething that can be assigne# or #e(egate#. An# it'ro"ises its o&n re&ar#4 goo# b!siness an# goo# te(evision.

7erha's no one &i(( #o an$thing abo!t it. have vent!re# to o!t(ine it against a bac+gro!n# o%

criticis" that "a$ have been too harsh on($ beca!se co!(# thin+ o% nothing better. 0o"eone

once sai#// thin+ it &as Ma2 East"an//that that '!b(isher serves his a#vertiser best &ho bestserves his rea#ers. cannot be(ieve that ra#io an# te(evision, or the cor'oration that %inance the

'rogra"s, are serving &e(( or tr!($ their vie&ers or (isteners, or the"se(ves.

began b$ sa$ing that o!r histor$ &i(( be &hat &e "a+e it. % &e go on as &e are, then histor$

&i(( ta+e its revenge, an# retrib!tion &i(( not (i"' in catching !' &ith !s.

We are to a (arge e2tent an i"itative societ$. % one or t&o or three cor'orations &o!(# !n#erta+e

to #evote !st a s"a(( traction o% their a#vertising a''ro'riation a(ong the (ines that have

s!ggeste#, the 'roce#!re &o!(# gro& b$ contagion; the econo"ic b!r#en &o!(# be bearab(e, an#

there "ight ens!e a "ost e2citing a#vent!re//e2'os!re to i#eas an# the bringing o% rea(it$ intothe ho"es o% the nation.

To those &ho sa$ 'eo'(e &o!(#nt (oo+; the$ &o!(#nt be intereste#; the$re too co"'(acent,

in#i%%erent an# ins!(ate#, can on($ re'($4 There is, in one re'orters o'inion, consi#erab(eevi#ence against that contention. *!t even i% the$ are right, &hat have the$ got to (ose> *eca!se

i% the$ are right, an# this instr!"ent is goo# %or nothing b!t to entertain, a"!se an# ins!(ate, then

the t!be is %(ic+ering no& an# &e &i(( soon see that the &ho(e str!gg(e is (ost.

This instr!"ent can teach, it can i((!"inate; $es, an# it can even ins'ire. *!t it can #o so on($ tothe e2tent that h!"ans are #eter"ine# to !se it to those en#s. Other&ise it is "ere($ &ires an#


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(ights in a bo2. There is a great an# 'erha's #ecisive batt(e to be %o!ght against ignorance,

into(erance an# in#i%%erence. This &ea'on o% te(evision co!(# be !se%!(.

0tone&a(( ?ac+son, &ho +ne& so"ething abo!t the !se o% &ea'ons, is re'orte# to have sai#,When &ar co"es, $o! "!st #ra& the s&or# an# thro& a&a$ the scabbar#. The tro!b(e &ith

te(evision is that it is r!sting in the scabbar# #!ring a batt(e %or s!rviva(.

edward murrow speech

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