The Telegraph has been told off. Big deal . . .

A toothless PCC won’t stop other newspapers using the <em>Telegraph</em>’s tactics: the rewards outw

The Telegraph has been given a pretty stern ticking-off by the Press Complaints Commission for its sting against Vince Cable and other senior Liberal Democrats. The Telegraph will go and sit on the naughty step and think about what it's done; and then everything will carry on much as before.

It's a decision that shows exactly how powerful – or not – the PCC is. But maybe there is no point in pretending that the PCC has any power other than the ability to wag its finger and go red in the face when its unruly charges step out of line. Maybe that's what the industry wants – and maybe that's what we as consumers want. Perhaps we don't like anything other than light-touch regulation, where publications that breach the code are forced to print the adjudication decision, on a page of their choosing.

So the Telegraph has been told off, but there's nothing to stop it, or any other paper, from going out on another "fishing expedition" this afternoon, or repeating exactly what happened with the Lib Dems. And maybe that's as it should be. There seems little appetite for change, as far as I can tell. Every year the PCC asks consumers what they think; every year, the vast majority of their suggestions are politely rejected. And no one makes a fuss about it. So, it may not be unfair to conclude that we must be happy with the current situation.

Richard Desmond's newspapers and magazines have pulled out of the self-regulation agreement without any considerable difference or shrieking outcry. Desmond has saved himself the cost of the whole self-regulation business, and everything has carried on.

Looked at from Desmond's point of view, it makes sense. Under the PCC, he had to pay money to be told, every now and then, that his newspapers had done something wrong – and bear the consequences. Well, I say "consequences", but there were no consequences other than having to print the adjudication. Everything carried on just as it was. Why pay for nothing to happen when you can pay nothing for nothing to happen?

There has been no great clamour for the Desmond newspapers to return. Readers have not demanded that Desmond's newspapers and magazines should return to the fold of the PCC, nor wrung their hands in worry about where to complain to get justice when they have a problem. It may be because we're entirely happy with the way things are, with a PCC regulating some of our newspapers and leaving others to fend for themselves; or it may be because readers don't anticipate there being any benefits to Desmond's papers being back under the PCC. It could be that, I suppose.

So, the Telegraph has been told off. Big deal. It got a huge story out of the secret recordings, several days' worth of front-page exclusives. Put that in one pan and put the wagging finger of the PCC in the other, and you can see whether it will dissuade anyone from using such tactics in the future.

And we don't complain, we don't demand reform of the PCC, we don't want things to change; so we must be happy that this is the way things work.

Patrolling the murkier waters of the mainstream media
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The economics of outrage: Why you haven't seen the end of Katie Hopkins

Her distasteful tweet may have cost her a job at LBC, but this isn't the last we've seen of Britain's biggest troll. 

Another atrocity, other surge of grief and fear, and there like clockwork was the UK’s biggest troll. Hours after the explosion at the Manchester Arena that killed 22 mostly young and female concert goers, Katie Hopkins weighed in with a very on-brand tweet calling for a “final solution” to the complex issue of terrorism.

She quickly deleted it, replacing the offending phrase with the words “true solution”, but did not tone down the essentially fascist message. Few thought it had been an innocent mistake on the part of someone unaware of the historical connotations of those two words.  And no matter how many urged their fellow web users not to give Hopkins the attention she craved, it still sparked angry tweets, condemnatory news articles and even reports to the police.

Hopkins has lost her presenting job at LBC radio, but she is yet to lose her column at Mail Online, and it’s quite likely she won’t.

Mail Online and its print counterpart The Daily Mail have regularly shown they are prepared to go down the deliberately divisive path Hopkins was signposting. But even if the site's managing editor Martin Clarke was secretly a liberal sandal-wearer, there are also very good economic reasons for Mail Online to stick with her. The extreme and outrageous is great at gaining attention, and attention is what makes money for Mail Online.

It is ironic that Hopkins’s career was initially helped by TV’s attempts to provide balance. Producers could rely on her to provide a counterweight to even the most committed and rational bleeding-heart liberal.

As Patrick Smith, a former media specialist who is currently a senior reporter at BuzzFeed News points out: “It’s very difficult for producers who are legally bound to be balanced, they will sometimes literally have lawyers in the room.”

“That in a way is why some people who are skirting very close or beyond the bounds of taste and decency get on air.”

But while TV may have made Hopkins, it is online where her extreme views perform best.  As digital publishers have learned, the best way to get the shares, clicks and page views that make them money is to provoke an emotional response. And there are few things as good at provoking an emotional response as extreme and outrageous political views.

And in many ways it doesn’t matter whether that response is negative or positive. Those who complain about what Hopkins says are also the ones who draw attention to it – many will read what she writes in order to know exactly why they should hate her.

Of course using outrageous views as a sales tactic is not confined to the web – The Daily Mail prints columns by Sarah Vine for a reason - but the risks of pushing the boundaries of taste and decency are greater in a linear, analogue world. Cancelling a newspaper subscription or changing radio station is a simpler and often longer-lasting act than pledging to never click on a tempting link on Twitter or Facebook. LBC may have had far more to lose from sticking with Hopkins than Mail Online does, and much less to gain. Someone prepared to say what Hopkins says will not be out of work for long. 

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