THE Wednesday edition of the daily commuter paper 24hrs Vancouver displayed a triumphant photo of Christy Clark with a bold headline proclaiming her the "Comeback Kid" after her performance in the leaders' debate. The text cited an unsourced Ipsos Reid poll that claimed 44 per cent of respondents said Clark "looked and sounded" most like a premier.
Except it wasn't real. Other than the words "paid advertisement" placed under the paper's brand, the ad completely masquerades as genuine news content.
The numbers in the percentages of the supposed poll didn't even add up to 100 and the story inside the paper provided almost the exact opposite information.
Never mind that this was yet another attempt by the Liberals to make themselves look good while shooting themselves in both feet. Putting an advertising "wrap," as they're known in the industry, on a paper is one thing. Papers are looking for ways to boost their dwindling revenues. But what 24hrs Vancouver did crossed a line. It wasn't mattresses or cars they were hocking, it was reality that they put up for sale.
As journalists, our credibility with the public is our only currency and stunts like this breed cynicism and make us all guilty by association. It shows a marked lack of ethics on the part of the paper, its publisher, and its parent company Quebecor Media.
This tactic in message control and the blurring of the line between media and propaganda is the sort of thing Orwell warned us about.
