Reader-submitted question: What do you think about journalism creating more news like the whole deal with Toyota? Sure there were problems, but once it hit the national media, people started getting panicky and now journalists are able to report on THAT.  Further, the panic is driving new complaints, which are in turn covered by the journalists. Sure, the story is real, there are real problems, but in the very act of reporting, new news is created.

Well, it’s all FAR too predictable. And the cycle can go on for as long as the news producer needs it to go on:

1. Actual news happens. Report it.

2. No news today. Schedule “follow”: what do other people think of the news?

3. Still no news. Interview the person who is most affected: how is he dealing with the strain?

4. Still no news. Desperately cast about for 20 inches of copy. Interview someone about the background issue: how could this have happened?

5. Still no news. Time for an editorial: someone has to do something about the background issue.

6. Still no news. Schedule another “follow”: what do people think about the solutions proposed in the editorial?

7. Still no news. Interview someone about why it’s taking so long to get any news.

8. Still no news. But maybe there’ll be a protest about how long it’s taking. Or someone else will show up with a similar story. It doesn’t really matter: what’s important is that it will take at least 90 seconds to explain it on the news.

9. Still no news. By now, the family is furious that their personal tragedy has been dragged out for a week. Bonus: print angry letters to the editor or air angry TalkBack!

10. Still no news. Time for another editorial: WE WILL NOT BE SILENCED BY THE FAMILY. THIS IS A SERIOUS ISSUE AND WE WILL GET TO THE BOTTOM OF IT.

11. Still no news. Interview investigating agency: what ARE they doing, anyway?

12. Still no news. Interview advocacy group: why does the investigating agency suck so much?

13. Still no news. Find someone in charge: how does he respond to suggestions that the investigating agency sucks?

14. Still no news. What are regular people saying?

15. Damn. Still no news. Give up. For now.

16. Still no news. But now it’s 100 days later. WHAT HAS BEEN DONE?

17. The investigating agency has finished its review! Hooray! WHAT? THERE’S NOBODY TO BLAME?

18. HOW MUCH DID THIS COST?

This can go on as long as you need it to. Every once in a while, something will happen to mess up the cycle; we saw this last summer when a girl in Alberta had swine flu. No new information? But WHAT WILL BE REPORTED???

As long as you can identify the cycle, you’ll be fine. You just need to understand that there’s very little real news. Most of the things you hear and read are just reactions.

Thanks for your question.