At the Top of the World

Danny Schechter


demonstrators packed the streets of Seattle last December to scuttle the World

Trade Organization meeting and shout about their dissatisfaction with economic

globalization, some journalists described them as "politically

correct" activists. Reporters and pundits contended that the protestors

offered simplistic and one-sided solutions lacking any objectivity. Two months

later, scores of these same media commentators showed up in Davos, in the Swiss

alps, to cover the annual summit of the World Economic Forum, a gathering of

many of the most important corporate and government leaders in the world. I

joined them to watch top media chieftains interact with the overlords of the

global economy-only to discover, ironically, that there was a PC quality to the

media’s cheerleading at Davos.


this case, "P" stood not for "political" but for

"participate"-and "promote": many media people were invited

to Davos as insiders, not outsiders; to join, not to watch. The agenda of

globalization requires public acceptance of that model as the only viable

strategy for economic growth. That was the message that Bill Clinton brought to

Davos. The architects of the new global economic order need to market this

message; that’s the role they’ve assigned to the media. Media outlets have

become willing promoters of globalization and consistent attackers of its noisy

critics. The media not only spin global news to hype market values but are

themselves purveyors of products, which they bring to the world market. They

sell as they tell. In Davos, many media companies had displays to demonstrate

their wares and push propaganda via their information technology and specialized



for the "C" in "PC," I was struck by how the media landscape

was literally, physically divided along class lines. The working press-the

grunts who file daily copy-were stuck in the dungeon-like basement of the

high-tech Congress Center, with its plethora of conference rooms, meeting halls

and executive lounges looming above. They were crammed into small, smoky rooms

in the area typically used, in Swiss buildings, for fallout shelters. You had to

squeeze your way between the rows of computer screens and reporters babbling in

a cacophony of different tongues. There, behind bombproof doors, many media

drones seemed tethered to their computers, pounding away to meet deadline

cycles. It’s important to note that all of these working class journos had

badges restricting their access to certain Forum events. Thus, much of the copy

they wrote was based on reams of handouts, session summaries and the snatches of

the proceedings they watched on live, closed-circuit TV. The whole building was

quickly awash in tons of background documents and company promo packets. The

airlines would later rack up a fortune in excess baggage charges for overweight

luggage, stuffed with forests’ worth of Davos documents. I nearly suffered a

hernia hauling all my booty home.


level up, some of the better-known media brands, such as CNN, CNBC and Reuters,

had their own suites and mini-studios, designed to shuttle interviewees in and

out for quick Q&As and pithy soundbites. A state-of-the-art, user-friendly

computer conferencing system with scores of available terminals made requesting

appointments from the high and mighty easy and efficient-for the media’s high

and mighty. Outside crews from lesser media outlets were escorted in for limited

shooting on the conference floor.


up the media food chain, and not confined to offices or routines,

"name" correspondents were given privileged "all access"

white badges and full conference status. The editors and star columnists were

labeled "media leaders" and invited to join key panels to share their

punditry with the crowds. Usually, these were globalization gurus such as the

MIT economist Paul Krugman and Thomas Friedman of The New York Times op-ed page.

The more skeptical among us were kept in the seats, not on the stage. We could

ask questions but not offer perspectives.


at the apex of the heap, were the big media bosses and new media honchos who

were there to do much more than report on the schmoozing. They wheeled and

dealed in separate meetings in nearby well-guarded hotels and special offices. I

met Microsoft chief Bill Gates; Howard Stringer, the newly knighted head of

Sony; Michael Bloomberg of Bloomberg Media; Rob Glazer of Real Networks; Shelby

Coffey of CNN; and Robert Bartlet, the ultra-conservative commissar of The Wall

Street Journal’s editorial page. I missed AOL’s Steve Case, News Corp’s Rupert

Murdoch, Barry Diller of USA Networks, and other top players who were on hand to

promote their companies and explore new business alliances.


and not surprisingly, there was no discussion, at any level of the media

pyramid, of the media’s role and responsibility in covering economic issues-nor

did any media company take part in the many discussions of corporate social

responsibility. As well, none of the handful of well-known critics of

globalization from non-governmental organizations, who were invited to add spice

and conscience to this year’s debates, challenged media practices or the largely

uncritical coverage of the event. They, like the policy makers they came to

criticize, were happy to get their 15 seconds in the media sun.


is not to deny that critical and reflective reports on the Forum did emerge in

some outlets. The Wall Street Journal’s news pages exposed the business-related

conflicts of interest of Forum founder Klaus Schwab, while the International

Herald Tribune reported thoroughly on NGO concerns and gave op-ed space to

globalization critics like AFL-CIO President John Sweeney and Malaysian

environmentalist Martin Kohr. London Observer’s editor Will Sutton slammed the

lack of critical voices in the conference, noting that "the voices arguing

that corporations need to behave…socially responsibly, and with an eye on

environmental sustainability, are the weakest in the 11 years I have been coming

here. In over 70 sessions on business there are no more than half a dozen in and

around this territory-and they tend to be undersubscribed. The ‘hard’

conversations are about how to maximize shareholder value and how to be a winner

in the new economy." Nonetheless, there were many experienced and

thoughtful writers on hand who deserve credit for competent and balanced takes.


however, the Forum did a good job of comforting-some might say

co-opting-reporters. I’ll admit to enjoying media dinners (paid for by

Coca-Cola) and a special program for the "Club of Media Leaders"

featuring briefings by His Majesty King Abdullah of Jordan and the billionaire

King of New Media, Bill Gates. It was hard not to feel a sense of importance and

entitlement when supping with kings and king-servers. These

"briefings" were largely superficial. Gates, for example, sang the

praises of Microsoft’s 2000 product line, sounding like a salesman, not a

visionary. There was an unmistakably American spin on all of this, too, evident

in the cozy meals arranged with U.S. trade-negotiator Charlene Barshefsky and

Treasury Secretary Larry Summers.


officials dominated the Forum, perhaps reflecting the still ballooning U.S.

economy. President Clinton flew in, along with Secretary of State Madeleine

Albright, Energy Secretary Bill Richardson, and National Economic Advisor Gene

Sperling. While other countries dispatched Presidents and Ministers to lobby the

corporate elite, none sent more big guns than Washington did. This year, Davos

was USA all the way.


CEOs and monarchs wined and dined with the press, activists got nowhere near

this high-toned brand of access to the media-though top U.S. financier George

Soros, who has warned of a "capitalist threat" as dangerous as

yesteryear’s communist threat, did get his own meet-the-press luncheon. A

watchdog group, Public Eye on Davos, condemned the focus of the Forum and

sponsored a debate between NGO leaders and Forum officials, which I moderated.

It was poorly covered-perhaps because it was held at a nearby asthma clinic,

which would have required journalists to leave the warm cocoon of the Conference



crews did hustle into the streets when a smaller than expected

anti-globalization demonstration finally materialized. The protest was quickly

contained by the Swiss police, who physically limited media access. I was in the

right place at the right time, which gave me a front-row seat when a handful of

stick-wielding, slogan-shouting anarchists trashed the windows of a local

McDonald’s. Unfortunately, the fast-charging demonstrators-with their German

signs calling for victory for Mexico’s Zapatista rebels and freedom for American

death-row inmate Mumia Abu-Jamal-made little effort, unlike their Seattle

counterparts, to communicate their ideas to the press, or even to translate them

for non-German speakers. Confused and incoherent, the messages and concerns of

the protestors were reduced to a side bar in most articles. Some TV units did

get pictures of the melee, which included snowballs hurled at tear gas-toting

police (two of whom were assaulted by the protestors).


media coverage snidely denigrated globalization critics. Here’s Diane Francis of

Canada’s National Post on John Sweeney. "While some CEOs try to skimp,

union chiefs live like kings. Take John Sweeney, head of the 13 million-member

AFL-CIO union giant in the United States." After criticizing Globalization,

"he left for his spacious Davos apartment digs. No spartan ski lodgings for

this self-appointed champion of the working class around the globe."

Self-appointed? Of all the critics in Davos, Sweeney was one of the few who was

elected. He doesn’t deserve this type of cheap shot in a town where most

corporate CEOs were housed in far fancier luxury suites.


their credit, many of the journalists and editorialists I met at the Forum had

thoughtful and critical insights to share about their own media experiences,

though it is doubtful many of these critiques will make it into print. One of

these conversations-an informal discussion about media corruption worldwide

among an international group of journalists-will be the subject of an upcoming

"Dissector" column


now, I am still digesting the dialogues and diatribes I attended at Davos. Then,

too, I’ve resolved to work hard at losing calories from all those freebie,

sauce-rich Swiss meals as I sort through my piles of Davos detritus and watch

the follow-up globalization infomercials.


Schechter, "The News Dissector," is the Founder and Executive Editor

of the Media Channel (www.mediachanne.org) and author of News Dissector

(Electron Press, February).


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