In a rare acknowledgment of media responsibility, on Thursday’s NBC Today, co-host Matt Lauer declared that it was up to the press to properly cover the first Republican presidential debate: “...that idea of substance versus sizzle, one-liners versus issues. That's on us tomorrow as well. We’ve got to make sure that we cover what they talk about, the issues as opposed to those one-liners.”
The segment began by Lauer asking Meet the Press moderator Chuck Todd: “If you're one of the ten primetime candidates tonight, do you have to come with some kind of a one-liner in your pocket that you're going to deliver no matter what you're asked, just to make the highlight reels tomorrow?”
Todd proceeded to lecture the GOP contenders: “I'll tell you, no. And I think if a candidate does do that, they risk sort of falling on their face and looking cliche-like....So I think these candidates need to be very careful not to try to be overly entertaining because then they may diminish themselves.”
Lauer feigned astonishment: “So wait a second, you're telling me that there's hope here that we could have a real discussion tonight on things like immigration and Iran and ISIS and it'll be more about the steak and less about the sizzle?”
Given the routine media obsession with the superficial over the substantive, Lauer and Todd’s high-minded pronouncements rang hollow.
A recent Media Research Center study found that the broadcast networks heaped coverage on businessman and reality TV star Donald Trump’s presidential run while paying little attention to most other Republican candidates.
It will be fascinating to see whether NBC holds to Lauer’s promise to cover “the issues as opposed to those one-liners.”
Here is a transcript of the August 6 exchange between Lauer and Todd:
7:04 AM ET
MATT LAUER: One thing’s for sure, it's going to be an interesting night. For more on what we can expect, let's bring in Chuck Todd, NBC’s political director and moderator of Meet the Press. He’s in Cleveland as well. Hi, Chuck, good morning.
CHUCK TODD: Good morning, Matt.
[ON-SCREEN HEADLINE: Countdown to GOP Debate; Chuck Todd on What to Watch for Tonight]
LAUER: So it's finally here, the first Republican debate. It even has a happy hour. If you're one of the ten primetime candidates tonight, do you have to come with some kind of a one-liner in your pocket that you're going to deliver no matter what you're asked, just to make the highlight reels tomorrow?
TODD: I'll tell you, no. And I think if a candidate does do that, they risk sort of falling on their face and looking cliche-like. Look, I think all of the candidates on stage need to realize something that we in the media aren't focused on. And that's the fact that they will be making a first impression. Their very first impression on millions of people tuning in to hear these candidates for the first time. They may have read about them, they may have seen them on Twitter, they may have seen little snippets of them, but this is a chance to make a first impression, and, Matt, as you know, the saying goes you don't get a second chance. This is a big night. So I think these candidates need to be very careful not to try to be overly entertaining because then they may diminish themselves.
LAUER: So wait a second, you're telling me that there's hope here that we could have a real discussion tonight on things like immigration and Iran and ISIS and it'll be more about the steak and less about the sizzle?
TODD: I think it's possible. Look, because – look, I think the moderators are going to try hard if that – obviously if the candidates come in here, and I think all of them are going to try to do that. That's what first debates usually are. This is an unusual first debate because of the presence of Donald Trump and what he's done. But I think the candidates are going to try to do that. Obviously the moderators are going to want to get them to engage. And at that point, we'll see. Can Donald Trump go two hours in this new Clark Kent persona that he's had over the last few days or does he come out swinging once he's invited to do it?
LAUER: Yeah, speaking of that, I mean, he is the front-runner by a wide margin. Generally if you take center stage in that position, you're probably going to be a little cautious because you don't want to blow it, but nothing about Donald Trump, Chuck, is cautious.
TODD: That's right. And look – and I know he's been downplaying his expectations. And I think if you're a political strategist, he's been downplaying them rather beautifully. He’s got a very low bar to exceed. If he doesn’t look as crazy as the media and other of his opponents have painted him, then people are going to say, “Wow, Donald Trump looked pretty reasonable.” He doesn’t have much to prove. But one of the reasons why he's skyrocketed is that he's been willing to tell it like it is. So I don't think he can be overly reserved either. He’s gonna have to give his people a little bit of the Trump that they've been excited to see.
LAUER: Yeah, Chuck, thanks very much. Back to that idea of substance versus sizzle, one-liners versus issues. That's on us tomorrow as well. We’ve got to make sure that we cover what they talk about, the issues as opposed to those one-liners. Chuck, thanks very much. Have fun tonight.
TODD: You got it Matt, thanks.
