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Shark Jumping? And why I'm Rooting for Joe |
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Written by JD Johannes
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Thursday, 08 January 2009 |
I don't understand the whole "Joe the Plumber" thing.
Perhaps because his meteoric rise to political celebrity happened while I was running around Iraq with a camera.
When I left for Iraq, Joe was a guy who randomly bumped into Obabma when the cameras were rolling and asked a really good question. Obama then uttered the famous words, "spread the wealth around" and conservatives pounced.
When I get back just in time to vote, and am recovering from another bout of 'Saddam's Revenge' (which is the Iraqi variant of Montezuma's Revenge,) Joe is a full blown media personality, has been out on the campaign trail for McCain and subject to all kinds of un-authorized/illegal background checks.
Joe has a Publicity agent, endorsement deals, book deal and who knows what else--truly a storyline that could only happen in the USA.
Now Joe is headed to Israel as a correspondent for PJTV and I find myself asking, why not wall-to-wall Michael Totten instead? Why not Michael Yon, who, if he could sneak into sector for a few hours, would be able to give a thorough prognosis of the battle.
Because, even after years of grinding work in the middle-east, churning out brilliant essays and original reporting, Michael Totten is not a media celebrity. Same with Michael Yon, who, despite being one of, if not the most prolific chronicler of war in this young century, lacks the celebrity status of Joe The Plumber.
Announcing that Totten will be the point man and Yon will be providing battle-field updates does not warrant a splash of media coverage.
By opting for celebrity over substance, PJTV is following the well-worn path of other news media--and we know how that has turned out.
As one who left a normal career to become a war correspondent, I'm all for Joe and anyone else getting in the trenches. And I'm all for anyone making a few bucks and travelling to Israel on someone else's dime--that is the American dream.
But I am sad that the first well funded libertarian/conservative new media network, when given the opportunity to compete with majors, has opted for what feels like a publicity stunt.
I have always felt that news is important. The rise of the blogosphere was fueled by news junkies who felt that the news was too important to be left to the media. Now PJTV is treating very important news--the ongoing battle for the survival of Israel--as an opportunity for publicity.
But maybe I missed something while I was in Iraq. If Joe turns out to be the communicator needed to tell the story, then Mr. Simon and PJTV made the right call and my time in Iraq produced a blind spot in my understanding. And I hope he is good, because if he fails, the whole enterprise will fall flat. If PJTV has jumped that shark this early in its existence, it will be difficult to take it seriously in the future.
PJTV represents a great platform for independents out covering the hot spots. Yes, I do some work for the majors, but see PJTV as the next logical step for the new media. I would love to be PJTV's man in some hell-hole.
Which is why despite my questioning of PJTV's news judgement, I need Joe to succeed. If the viewer's brought in by the publicity are satisfied with Joe's work, PJTV will be successful. If it comes off a publicity stunt, the enterprise will have taken a big hit.
Joe--don't screw it up. Don't jump the shark, do what the Fonz should have done when confronted with the California Kid--be the real Fonz from the early seasons and punch him in the face.
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