The Trump Effect on Media Organizations
Donald Trump has a well-documented history of pushing boundaries, often taking advantage of the concessions he is given. This pattern has been evident across various sectors, from American universities to law firms, but it is in the media industry where his influence has arguably been most extreme.
Universities initially tried to accommodate Trump by allowing certain concessions regarding campus protests. However, this leniency only encouraged him to push further, demanding strict codes of conduct that aligned with his agenda. Similarly, law firms attempted to negotiate deals involving pro-bono work for causes supported by his administration, only to find themselves under pressure for more.
Yet, it is the media organizations that have faced the full force of Trump’s tactics. He broke all previous norms by initiating lawsuits against American media outlets from the Oval Office and securing settlements worth tens of millions of dollars. These cases could have been contested, yet many media organizations chose to settle instead.
This approach led to networks like CBS implementing changes, such as introducing Trump-friendly overseers, losing veteran staff, and appointing new, more sympathetic editors. The Pentagon followed suit by replacing long-standing specialist journalists with a group of friendly influencers who pledged to report news approved by the U.S. government.
Trump does not seek fair or independent media; he wants cheerleaders. Now, he has turned his attention to the BBC, marking a significant shift in his strategy.
The BBC’s Crisis
The sudden resignation of both the BBC’s director-general and its CEO of news marked a major victory for Trump in a battle he previously seemed unaware of. A week earlier, The Telegraph reported on an internal dossier—actually an unsolicited memo from a former advisory board member—that criticized the editing of a Trump speech in a Panorama documentary about the January 6 riots.
While the White House expressed outrage at the BBC, Trump had not publicly commented on the scandal until Sunday night. Following the resignations, he declared victory, condemned the BBC, and even threatened a lawsuit against the UK’s public broadcaster.
This situation places the BBC in a precarious position. It is now engaged in a conflict with the most powerful individual in the Western world, a confrontation it cannot afford to win or lose. If the BBC settles, it would mean surrendering millions of pounds from UK licence fee payers to Trump, which could lead to a loss of public trust and potentially widespread refusal to pay the fee, endangering the organization’s funding.
However, if the BBC chooses to fight, it risks remaining in Trump’s crosshairs, with many UK politicians and newspapers likely to join the attacks.
Navigating the New Challenges
The BBC now needs to find new leaders for both its news division and the organization as a whole, amid extremely challenging circumstances. The new executives must be trusted by the British public, who largely believe the truth—that Trump incited the January 6, 2021 riots.
They must also be able to collaborate with the Labour government to renegotiate the licence fee. Additionally, they need to either be acceptable to the BBC’s critics on the right or be prepared to withstand relentless attacks.
Most experienced TV executives and journalists may find these roles too risky and decline them.
Trump’s Vision for Media
Trump’s replacement of the Pentagon press corps with friendly influencers reveals his ultimate goal: to have media outlets act as cheerleaders, promoting his message to his supporters while ignoring or attacking others. For Trump, there is no such thing as too much flattery or excessive praise. He wants the news to reflect the style of The Apprentice—flashy, brash, and centered around his heroic vision.
Thanks to the abrupt exit of its top managers, the BBC has drawn Trump’s interest in its succession battle. Its best hope is to slow down the process enough to lose his interest, so that whoever is eventually appointed will only need to deal with the difficult UK political climate.
The Broader Implications
Trump has successfully intimidated large portions of America’s institutional media, despite the protections offered by the First Amendment. His close relationship with tech CEOs has given him significant influence over online media as well. The bully pulpit has never been more powerful than under Trump.
The question now is whether his reach can extend across the Atlantic. Is the BBC strong enough to resist giving Trump a veto over the next director-general?