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He's comparing the circulation of newspapers to hits and email lists, claiming he'd be the fifth largest newspaper. He's not including the hits and email lists of the newspaper or tv news websites, he's not subtracting the multiple hits and emails of his own blog (i'm sure many people who get his email also hit his blog).
Weak logic. And MSM doesn't refer to the size of the MSM anyway, it refers to the way these outlets are perceived in terms of objectivity, logic, and ability to cover stories, which elevates the level of trust people give them. If he's claiming he has the same number of reporters, and same amount of resources to cover stories in Iraq, Africa or Russia as the MSM, then put him in the mix, too. Otherwise, he's a blogger who relies on the MSM largely for his own stories and sources, with a few sources of his own.
For the record, I'm not arguing that the MSM is actually more objective or logical, or that they actually cover their own stories (they often rely on a couple of wire services for their stories), only that they are perceived that way. And some of the perception is justified, especially when you get away from politics. Even in politics, a newspaper like the NYT or WP has several editors and a board to decide what stories make the grade, what slant is justifiable or not, etc. With most blogs, you get one person's opinion. That opinion may be more accurate than a larger paper's, or it may be way out in lala land, but the fact that only one person really decides it makes that blog less reliable in most people's minds than a larger press source.
And if you think you don't believe that Kos is less reliable than CNN, ask yourself how often you read a story on a blog and then turn to a larger source like CNN, or else hit several other blogs for confirmation. Probably not every time--DUers are largely able to judge the quality of a source. But I remember when TOm Flocco first began reporting his nonsense that Fitzgerald had indictments against the president, most DUers argued that if he were right, the MSM would have picked it up.
Again, I'm as against the corporate, Republican bias--even activism--of the MSM (read my sig), but Kos is reaching here, and it makes me question his reasoning on other issues when he does. There is a mainstream media, which the mainstream of Americans are going to accept as legitimate over most bloggers. Trying to change that by changing the terminology isn't very realistic. It could even be dangerous. The more we listen to only those who agree with us, the more likely we are to become as brainwashed as the Fundies, because we will begin to refuse to accept or even hear anything not said by someone who passes the proper litmus tests first.
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