The oldest and most overused saw of the American right wing is that "the media has a liberal bias." You can't trust that darned media, because the liberals have their talons in it. We've all heard the reasons: social conservatives see all sorts of things in the media that they don't like. Some don't like rampant sexiness. Some don't like seeing cartoons for kids explaining Kwanzaa. Some don't like being told "happy holidays" by the advertising. Some don't like Queer Eye For The Straight Guy. Some think the media makes blue-collar Americans look ignorant and backwards, and they understandably resent it.
The natural assumption is that this cultural slant is the result of a "liberal bias," which generally can be elaborated into "capitulation to the demands of activist groups, combined with the machinations of a politically left-leaning elite." Social conservatives who buy into this mantra would like media to be a certain way, and the market doesn't seem to be meeting that demand. Therefore, it must be a plot! Those damned atheist/gay/immigrant/French/terrorist activists must have coerced the elite to give in to a cultural insurgency!
Here's the far simpler truth of the matter: it's strictly money. If the media has a liberal bias, perhaps it's because advertising that targets urban populations (who, demographically, are more liberal) brings in more money. Perhaps it's because amount of education correlates with both income (i.e. spending power) and moderate social views. The media (including the news) is a business, and the "liberal bias" conservatives imagine is market forces at work, plain and simple. Social conservatism in America is a grassroots movement that springs in large part from a segment of the population without the purchasing power to dictate the market's strategies.
"But why can't there be both shows for me and shows for liberals?" asks my easily-annoyed social conservative foil. Again, the reason is simple: if "socially conservative programming" gets lower ratings that conventional programming, any sensible businessman is going to ax the weaker show and replace it with something more cost-effective. Far-left and far-right programming will scare off the middle, which weakens ratings. Ratings decide ad revenue, and pandering to a minority with less spending power makes less financial sense than excluding that minority in favor of the "mainstream." The programming that suits moderates is the ideal: too far left, and moderate conservatives will be annoyed; too far right, and moderate liberals will be annoyed. Lukewarm is just right, and it's the profit sweet spot. Hence the similarity in programming between the major broadcast networks.
Now, this isn't to say that some variety isn't available, especially on cable. Fox News is famously more socially conservative than CNN, for example. But don't be fooled by this apparent act of good faith on the part of whichever network you prefer. Both networks are really just aiming for slices of the moderate pie a touch to the left or right of center. Cable's a slightly different beast, in that you're getting the whole damned channel package anyway, so stations can afford to risk alienating the viewers who would just watch some other channel owned by the same media conglomerate.
It's also true that some TV celebrities have clear political affiliations: Sean Hannity being friendly to Al Gore would be about as weird as Keith Olbermann being friendly to Dick Cheney. But again, these "cult-of-personality" shows exist (as far as network executives are concerned) solely for profit. If they fail to pull in the advertising dollars, they'll go away.
In short: don't blame liberals for a liberal bias in the media. Blame the free market. It's just following the money.



