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Media Matters Memo

Media Matters Memo

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Published by Andrew Kaczynski

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Categories:Types, Research
Published by: Andrew Kaczynski on Feb 13, 2012
Copyright:Attribution Non-commercial

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07/10/2013

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MEDIAMATTERS
MEDIAMATTERS
FOR
AMERICA
ACTION
NETWORK
TABLE
OF
CONTENTS
LEDER
FROM OUR
LEADERS
.................................................................................................. 2
EXECUTIVE
SUMMARY
......................................................................................................... 4
ORGANIZATIONAL
OVERVIEW
................................................................................................ 7
LONG-TERM GOALS
...........................................................................................................
lO
MEDIA
MATTERS FOR AMERICA
.................................................................................
12
MEDIA MATIERS
FOR
AMERICA'SIMPACT
IN
2009 ................................................................. 12
PROGRAM
CAPACITY/NEW
OUTPUTS
IN
2009 ....................................................................... 16
ORGANIZATIONAL
METRICS
................................................................................................ 19
MMFA
OPPORTUNITIES
FOR
GROWTH
................................................................................. 20
Fighting Back
against
Fox News ...............................................................................
23
Developing
Market
Expertise ................................................................................ 30Coordinating Grassroots Activism ......................................................................... 32
Fox
SWAT Team .................................................................................................... 38Opposition Research ............................................................................................. 40Video Tracking ...................................................................................................... 42Litigation ............................................................................................................... 45Website ................................................................................................................. 47Elite Persuasion .................................................................................................... 49Public Persuasion .................................................................................................. 51
Research Issue Pods ..................................................................................................
54
PROGRESSIVE
TALENT INITIATIVE
......................................................................................... 55
MEDIA
MATTERS ACTION NETWORK
.........................................................................
69
MEDIA
MAnERS
ACTION
NETWORK'S
IMPACT
IN
2009 .......................................................... 69
PROGRAM
CAPACITY/NEW
OUTPUTS
IN
2009 ....................................................................... 73
ORGANIZATIONAL
METRICS
................................................................................................ 74
MMAN
OPPORTUNITIES
FOR
GROWTH
................................................................................ 74
Opposition Research ................................................................................................. 76Video Tracking .......................................................................................................... 78
Books ........................................................................................................................
79
Issue Advocacy
.........................................................................................................
80
Corporate Transparency ...........................................................................................
82
APPENDIX
....................................................................................................................... 85
A.
MMFA
COREB
UDG
ET
............................................................................................... 85
B.
MMFA
MASTER BUDGET
(3-YEAR
PLAN)
................................................................. 87
C.
MMAN
B
UDGET
...................................................................................................... 89
1
 
Letter
from
our Leaders
Five
years
ago,
Media
Matters
was founded
with
a
few
staffers dedicated
to
a singular, anddaunting, goal: restoring accountability and integrity
to
American journalism after both hadbeen systematically eroded by decades
of
conservative attacks. Until then, no progressiveorganization had been solely dedicated
to
this crucial task, allowing the right-wing mediamachine
to
run roughshod over one
of
our democracy's most vital institutions. Theconsequences were obvious,
as
lies, smears, and misinformation proved instrumental inelecting George W.
Bush
not
once
but
twice, and in building public support
for
his
radicallyconservative agenda.
Since
then, our researchers have documented over 21,000 instances
of
conservativemisinformation infecting all reaches
of
our national media, and are currently producing
an
average
of
over 200 new research items per week. The impact
of
their
work
has
been profound.The mere knowledge
of
a group like
Media Matters,
let alone its work,
has
produced greaterattention
to
detail and accuracy among mainstream journalists, and our constant fact-checkshave resulted in a growing awareness
of
the true nature
of
conservative media outlets.
In
the past five years,
Media Matters
has
grown dramatically. While media criticism remains
our
core mission, we
now
engage in a broad array
of
activities and group initiatives. The work
of
our501(c}(3}
is
now complimented by
that
of
our 501(c}(4}, the
Media
Matters
Action Network.
MMAN, re-launched in May, confronts conservative misinformation at its source, exposing theinterconnected financial and political infrastructure
of
the right, and detailing the connectionsbetween the conservative media and the Republican offices and right-wing policy shops
that
have traditionally wielded such unchecked influence in Washington.The past year
has
seen especially rapid growth
for
both groups, along
with
an
accompanyingincrease in our impact. We led progressive coalitions which produced advertiser boycotts
of
both
Fox's
Glenn
Beck
and
CNN's
Lou
Dobbs. Eighty corporate sponsors dropped Glenn
Beck,
costing
Fox
over $600,000 per week. And after nearly 30 years on the network,
CNN
forced
out
Lou
Dobbs, whose anti-immigrant hate-speech and conspiracy rumors will no longer
be
legitimized by the "most trusted name in news."
Media
Matters
was able
to
rapidly respond
to
conservative smears
of
administration officials, effectively quashing homophobic attacksagainst Department
of
Education official Kevin Jennings before they gained momentum. Andwe were the first progressive organization
to
highlight the transformation
of
Fox
News
into
apurely partisan political operation, and
to
expose its role in the promotion
of
the Astroturf
Tea
Party "movement," triggering a
sea
change in the public's perception
of
both.2009 also saw the launch
of
the Progressive Talent Initiative,
an
ambitious and unprecedentedmedia training and booking center
that
is
discovering and developing the next generation
of
progressive media talent. We also began engaging in a new degree
of
news creation, usingvideo trackers
to
follow
and confront prominent conservative figures,
as
we did
with
RupertMurdoch, catching him in a fallacious on-camera denial
after
he had amplified Glenn Beck'scharge
that
President Obama
is
"a racist."
2

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