The Australian government has introduced the News Media Bargaining Code, a controversial piece of legislation aimed at addressing the financial struggles of traditional media in the digital age. This comes as major media conglomerates face significant challenges in competing with tech giants like Facebook and Google for advertising revenue. The government, presenting itself as a staunch supporter of the free market, has devised a plan to tip the scales back in favour of these media behemoths.
The crux of the News Media Bargaining Code is that it compels tech platforms to pay for news content shared on their sites. The rationale is that Facebook and Google have become too powerful, evading taxes, spreading misinformation, and attempting to strong-arm governments. Ironically, the legislation appears to favour another powerful entity that similarly avoids taxes, spreads misinformation, and exerts influence over governments: the traditional media conglomerates.
The code acknowledges that traditional media are struggling, with advertisers flocking to digital platforms, resulting in the loss of thousands of journalism jobs, particularly in regional media. A more straightforward solution might involve taxing tech giants and using the revenue to support high-quality journalism. However, this would require closing tax loopholes, something the government is reluctant to do, possibly due to the cosy relationship with these corporations.
Instead, the government has chosen to implement a law that forces Facebook and Google to pay for news content, purportedly supporting large media companies. Whether this revenue will actually benefit journalists rather than shareholders remains uncertain, but the government seems indifferent. The primary motive appears to be ensuring the survival of their propaganda outlets.
One of the most cunning aspects of the News Media Bargaining Code is that it does not address the core issues with big tech. Instead, it encourages traditional media to engage in similar practices. The legislation does not introduce stronger privacy laws to prevent data mining; rather, it allows media companies to partake in data mining too. It also grants them access to algorithm changes, enabling them to optimise content for clicks and ad revenue, leading to more clickbait and sensationalism.
In essence, the code aligns the interests of large media and tech companies, ensuring they share a common goal: maximising profits, even at the expense of societal well-being. This collaboration could lead to further erosion of quality journalism and an increase in corporate-driven sensationalism.
The code, however, does not benefit all media. Small publishers, independent journalists, and YouTubers are excluded, making it harder for them to compete and survive. This is advantageous for the Australian government, as these smaller entities are often adept at exposing governmental misconduct.
In summary, the News Media Bargaining Code is a win-win for large media and tech companies, and for the government, which can silence critics. The losers, as always, are the public and independent media. This legislation, authorised by the Liberal government, ensures that the powerful remain powerful, leaving the rest of us to bear the consequences.