Communications and Media

William Randolph Hearst (1863  1951) is known in history as the father of Yellow Journalism. He was born to a wealthy family. After studying journalism in Harvard, he took over the control of The San Francisco Examiner from his father. He later on acquired The New York Journal and was on a head-to-head clash with Joseph Pulitzers New York World. This competition gave birth to what is now called Yellow Journalism.

Yellow Journalism is described as exciting, sensationalized and biased news reporting all aimed at producing higher circulation. It prioritizes mass-appeal over objectivity. Attention-grabbing headlines, colorful pictures and over dramatic content characterizes Yellow Journalism. The editors own personal interpretation of news was going to appear on the front page and not what really happened. Back then, peoples primary means of getting news was through newspapers and they had no means of corroborating what is fact and what is not. With Hearsts continuous acquisition of different newspapers, he was able to practically dictate peoples opinions and views of the nations important issues.

Hearst vs. Pulitzer
The term Yellow Journalism was first coined to describe Pulitzers journalism practices. Little did he know that a young man, whom he influenced as a student would steal the title from him. Although Pulitzer was the first to use the tactics of Yellow Journalism, Hearst tried to beat him in his own game. He pirated Pulitzers writers and artists luring them with money and position. Hearst even employed countrys biggest names like Ambrose Bierce, Jack London and Mark Twain to increase readership.

Later, Hearst acquired The New York Morning Journal in 1895, and launched The Evening Journal after a year. Soon he was the chief of a whole chain of American newspapers and magazines, giving him tremendous power over the distribution of information.

Coverage of the Spanish-American War
Journalists are sometimes called, vultures of human suffering and no doubt that Hearst was its total embodiment. Hearst saw the Spanish-American war as an opportunity to increase the circulation of his newspapers. He sent Americas best journalists and artists to go to Cuba to cover the situation there, of course with a tint of yellow. Bordering a pro-war approach, Hearst was able to create a public outrage against Spain through yellow journalism. He even edited some of the war stories himself, highlighting the most gruesome details of the Spanish colonization. He was later on identified as one of the proponents of the Spanish-American war because of his stories.

In 1897, when New York Journal Correspondent Frederick Remington cabled William Randolph Hearst that there were no signs of insurrection in Cuba, Hearst cabled back, You provide the pictures, and Ill provide the war. His newspaper launched a series of scathing attacks against the Spanish government, and an ongoing campaign of critical editorials about the U.S. governments failure to act against Spain. He succeeded in inflaming public opinion. Many -- if not most -- historians agree that Hearsts New York Journal was at least as instrumental in touching off the Spanish American War as the sinking of the USS Maine.

Lure of comic strips
Recognizing the lure of comic strips in newspapers, Hearst utilized top artists like Winsor McCay, George Herriman, Rudolph Dirks, Harry Herschfiels and Freserick Opper. The artists were given much artistic freedom to express their opinions and their works were shown in full-color supplements. Soon enough, other rival newspapers followed Hearsts lead. 

Hearst today
Although some may call Yellow Journalism unethical and irresponsible journalism, what Hearst had contributed to the field of mass media has brought about innovation and breakthroughs. His ambition and strategy propelled diversified publication, colored coverage and use of illustrations to tell a story. His efforts stimulated public opinion and the people were once again exercising their rights as citizens. They participated in what was going on in the society. They took part and were not just mere spectators.    

He also owned magazines such as Cosmopolitan, Harpers Bazaar, Town and Country, House Beautiful and Good Housekeeping. He also owned several radio stations, movie production companies and news services.
It cannot be denied that Hearst is one of the pillars of modern mass media and Yellow Journalism, although frowned upon by media critics, is still being used to entice readership in newspapers. Even television news practices it in its headlines and content. Whether modern day journalists admit it or not, journalism is not always 100 objective. News stories that will result to higher readership will always make it to the front page. An articles slant or a story angle is always the editors opinion of what he thinks will best yield audience interest. But no journalist today will admit to Yellow Journalism. Hearst was the only one brave enough to own up to it and to build an empire on it.