An encouraging sign that issues of real importance are gaining more attention, especially considering the outsized influence corporate mass media still has in promoting nonsensical trivialities.
The Vermont senator, who’s been comparing corporate television programming to drugs and accusing it of creating a “nation of morons” since at least 1979 — and musing to friends about creating an alternative news outlet for at least as long — has spent the last year and a half building something close to a small network out of his office in the Dirksen Senate Office Building on Capitol Hill.
He understands, but resents, the comparison to the man who’s described the news media as the “enemy of the people.” His take is different, and he has his own plans. “[Am I concerned] that people might see me and Trump saying the same thing? Yes, I am,” Sanders conceded, leaning back in a leather chair in a conference room in his office on a recent Tuesday, as footage of Mark Zuckerberg’s testimony one building over played on TVs throughout his office. Wearing his standard uniform — long tie, jacket in need of a few swipes with a lint roller — he launched into the critique now familiar to anyone who’s watched one of his rallies. “My point of view is a very, very different one. My point of view is the corporate media, by definition, is owned by large multinational corporations: their bottom line is to make as much money as they can. They are part of the Establishment. There are issues, there are conflicts of interest in terms of fossil fuel advertising — how they have been very, very weak, in terms of climate change.” Needless to say, the content he produces is not sponsored by advertisers.
Sanders hosts an interview show (“The Bernie Sanders Show”) that he started streaming over Facebook Live on a semi-regular basis after his staff got the idea in February of 2017 to film the senator chatting with the activist Rev. Dr. William Barber. After they posted that simple clip and it earned hundreds of thousands of views with no promotion, they experimented with more seriously producing Sanders’s conversation days later with Bill Nye.
Things escalated. Audio recordings of his conversations, repackaged as a podcast, have since occasionally reached near the top of iTunes’ list of popular programs. Sanders’s press staff — three aides, including Armand Aviram, a former producer at NowThis News, and three paid interns — published 550 original short, policy-focused videos on Facebook and Twitter in 2017 alone. And, this year, he has begun experimenting with streaming town-hall-style programs on Facebook. Each of those live events has outdrawn CNN on the night it aired.
“The idea that we can do a town meeting which would get a significantly larger viewing audience than CNN at that time is something I would not have dreamed of in a million years, a few years ago,” Sanders says.
“Because people turn on the television, and they’re working longer hours for lower wages, they don’t have health care, their kids can’t afford to go to college, and they’re watching TV: ‘Hey! What about me? You know, I don’t care that Trump fired somebody else today, what about my life or my kids’ lives?’ So what we do, is we look at media in a different sense, we try to figure out what are the issues that impact ordinary people, and how can we provide information to them?”