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President Reagan brought us to the ultimate: America As Total Television. During his governance the printed word simply ceased to matter. White House dynamos had once telephoned newspapers to complain about unfair reporting. Not anymore. Now they telephoned network bosses. Even then it wasn't poor reporting they complained about, but poor pictures. A network reporter who thought her report on shortcomings in Reaganland would anger the President's cadres was amazed when the man in charge of propaganda thanked her for doing them a good turn. But, she said, that was a tough piece of reporting. Oh, the words may have been, said the gentleman, but on television words didn't matter. What mattered were pictures. And the pictures had been wonderful.

Russell Baker#39

PoliticsMediaImageTelevision

About this quote

What does it mean?
During Reagan's term, television images overshadowed the printed word entirely. Even critical reports were appreciated if the pictures were good, showing the power of visuals over text.
In plain terms
Under Reagan, pictures on TV mattered more than the words or truth in reports.
What can you take from it?
Visuals in politics often outweigh textual truth.

Where it applies

  • media strategy
  • political communication
  • historical analysis

Putting it to work

  • focus on visual literacy
  • critique image over substance
  • protect print media

Questions to consider

  • Do images manipulate public opinion more than words?
  • How do we value truth over aesthetics?

Another view

It may overstate the complete irrelevance of words.

More from Russell Baker

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  3. The old notion that brevity is the essence of wit has succumbed to the modern idea that tedium is the essence of quality.

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