Just three months ago, The New York Times published an op-ed in which the outlet promised a “rededication” to its “fundamental mission” and vowed to avoid bias in its coverage.
Now, with the Oscars looming, the media giant has published an article that states “political drama” at the Oscars this year is “very likely.”
Interestingly, The New York Times is taking part in making that happen with a new ad that will be run during the Oscars. According to CNN, it will be the first time in seven years that the company has run a television ad.
The topic of the Oscars spot is “the truth.”:
In the ad, messages flash across the screen, beginning with “The truth is our nation is more divided than ever.” Others follow, including phrases commonly used by conservatives and Trump supporters:
The truth is the media is dishonest.
The truth is we have to protect our borders.
The truth is climate change is a hoax.
The truth is Obamacare isn’t affordable.
The truth is all lives matter.
In the mix are many phrases used by Trump’s critics:
The truth is women’s rights are human rights.
The truth is his refugee policy is a backdoor Muslim ban.
The truth is we need a full investigation of Russian ties.
The truth is this country was built by immigrants.
The truth is we need new restrictions on gun control.
The truth is there is no evidence of voter fraud.
The truth is we need to police the police.
The truth is executive orders have gone too far.
The truth is black lives matter is a simple statement of fact.
The rate at which the messages are being dispersed speeds up, and in the end, the final words on the screen are:
The truth is hard to find. The truth is hard to know. The truth is more important now than ever. The New York Times.
The ad comes shortly after President Donald Trump tweeted a message about “fake news” that included The New York Times and referred to media as “the enemy of the American people.”
— Donald J. Trump (@realDonaldTrump) February 17, 2017
The New York Times branding executive David Rubin explained the concept behind the ad to CNN:
“The idea is to be a part of that discussion about what does it mean to find the truth. What does that mean in a world of ‘fake news’? And what is the role of journalism and journalists in that process and what is the role of reader in supporting that journalism?
We think it’s a great metaphor for how hard it is on a regular basis to understand the truth. That leads into the role that we think journalism can play in helping you cut through that clutter and make your own sense of what’s going on in the world.
We wanted a high profile media moment. This felt like a great moment for people to respond and react to the spot.”
Now the president has something to say about The New York Times ad, too:
For first time the failing @nytimes will take an ad (a bad one) to help save its failing reputation. Try reporting accurately & fairly!
— Donald J. Trump (@realDonaldTrump) February 26, 2017
Just two days before his criticism of their Oscars ad, Trump had targeted The New York Times, along with CNN:
— Donald J. Trump (@realDonaldTrump) February 25, 2017
While there has been some dispute over Trump’s claims that The New York Times is “failing.” In December, the company consolidated space, freeing up at least 8 floors of their building, with the hope of generating “significant” rental income, reported Politico.