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Vice-President Spiro T. Agnew's
recent criticisms of the news
medio, especiolly in the oreo of
television, torced broodcosting
officiols to toke o much-needed
look ot American news reporting.
I travel about, not only in this country,
but in other parts of the world. There–
fore, I am continually aware of the
moods and feelings
o{
my audience. 1
receive sorne few critica! letters and calls
from time to time. Although it may be
surprising to those critics, I do
read
those letters, and
listen
to
my
critics.
1 also learn from them.
While I do not have to agree with my
critics - I can at Jeast always ponder
the fact that they, too, are a part of
my
audience. It was, after all, either the ma–
terial I presented, my tone of voice,
mannerisms of speech, or method of
presentation which created the criticism
in their own mind.
If
they merely dis–
agree with factual, statistical informa–
tion I report, that is one thing. But if I
find a sincere person taking issue with a
A. P. />hoto
certain mannerism, I always consider the
criticism, aod very often have adjusted
my
style of delivery, not as a com–
promise in arder to please peop!e, but
merely to improve a broadcasting style
which is intended, after all, to reach the
largest number of human beings and to
insure that the material I prescnt on
The
WORLD TOMORROW is received by open
minds, people who are not turned away
from the truth they hear on our pro–
gram merely because of bad voice per–
sonality.
Personality and Polarity
Perhaps the newscasters of our nation
could profit by more contact with their
own "public."
Perhaps they really do
1101
realize just
how much a raised eye-brow, an
inflection in the voice, a dramatic pause,
slight tone of sarcasm, subdued chuckle,
or a tongue-in-cheek manner can do to
shape and forro opinion.
lf
not - it's time they were in–
formed.
35
Network newsmen are sorne of the
best "known" personalities of the
United States - aod would be m–
stantly recognized practically anywhere
in the country. While they would be
recognized, and many
millions
of their
listeners and viewers would feel they
actually "know" these men, they do not
in truth "know" them, any more than
the average theatergoer truly knows a
movie star.
But it is the lot of the !eading news–
broadcasters to appear befare multiple
millions of Americans far oftener than
thcir civic leaders, or, for that matter,
practically any other figure outside their
own home.
The familiar tone of the favorite
newscaster becomes an integral part of
family life. It's as much a part of
com–
fortable evening life for millioos of
Americans as the sound of their chil–
dren at play, the familiar view of their
own living or family room, or the
crackle of logs in the fireplace. The
face, mannerisms, and voice tones of a
favorite newscaster can be a personal,
comfortable, intimate and vicarious rela–
tionship.
And, just as millions read daily
papers without the slightest notion of
the particular political polarity of that
paper, so millions avidly follow the re–
porting of the news by certain favored
newscasters, with absolutely no knowl–
edge whatever of these men as iodi–
viduals.
1
doubt whether one in many hun–
d reds could tell you whether the men
they watch are married, divorced, Re–
publican or Democrat, left or right, war
veteran or conscientious objectors, or
whether they really are, as in
sorne
cases
it may be suspected, wearing a toupee.
But millions feel they "know" these
men, nevertheless. How many times
have
J
met a listener who told
me,
"1
feel as though I know you"?
Let's face it. When
you
share the fan–
tastically emotional experience of a
presidential assassination, and three days
of painful ceremony through the
choked voice and personal involvement
of a well-known newscaster; when you,
too, shake your bead with incredulity
with Cronkitc, watching the breath–
taking success of a lunar landing and