Column writing is a lot like comedy: Everyone thinks they can do it and that it’s easy, but only a few people actually have the chops to do it well often.
For every Richard Pryor or Erma Bombeck who breaks ground and creates timeless moments of social awareness, there are thousands of people who think dropping N-bombs or coming up with theories on how socks get lost in the dryer will land them a comedy Grammy or a publishing deal.
And for every Mike Royko or Leonard Pitts who captures the essence of a place or people and shines a bright light on the problems there, there are tons of us (I include myself here) who use too much space to talk only about shit that lacks value to the readership at large.
When I was in college, I figured this out when our paper’s opinion editor asked me to write a weekly column. The first two or three were fine, but then it got into “Here’s what pisses me off this week” and it really went downhill. I stopped writing for a while, that with the promise if something ever really hit home and I thought it mattered, I’d write a column.
When I did, I heard people telling me, “Wow, that was great! You should do this every week!”
No, I shouldn’t. The whole reason it was good was because it had value to me, it had broader applicability to my audience and I wanted to write it. It couldn’t be just about me. It had to include research, depth and value. It had to say, “This is how WE as a collective are seeing X or dealing with Y.
In short, I learned “It’s not about you.”
When I would write without keeping that in mind, I’d devolve into the kind of shit I’ve been seeing this week from a number of professionals.
Start with the column the Minneapolis Star-Tribune had to retract and scrub from its site by columnist “C.J.” that attacked Jana Shortal for her choice of fashion while reporting on the Jacob Wetterling story.
Despite producing a great report on the revelation that a man finally confessed to kidnapping, sexually assaulting and killing the boy in 1989, “C.J.” focused on Shortal’s choice of fashion:
With the exception of a few screen caps floating around, you’d have better luck finding Jimmy Hoffa than a copy of this column, which the Star-Trib apologized for after removing it. Shortal is trying to stay above the fray on this one, refocusing the point of this on the story itself: A dead kid as opposed to her pants.
Another modern marvel of sensitivity, Dave Hon, gave readers a lot to think about in his look at “Why I’ll never date a feminist.”
Hon outlines his thesis that feminists are basically looking for reasons to hate men and that because “political issues have been creeping into the bedroom” he has trouble with people who “are more loyal to their gender and not their significant other.”
After I saw the mug shot and saw the title, I honestly thought it was an Onion satire at first. When I figured out it wasn’t, and I realized that I was going to have to tell “C.J.” to fuck off for “beauty shaming” Shortal, I had this moment:
If the comments after the column are any indication, we’re about six minutes away from when the “wow what a sexually desirous partner” memes force the Internet to implode. Skipping past that for a moment, reading Hon’s column led to several questions:
- You do understand that by just linking to stuff, you aren’t actually proving anything, right? The link has to have something of value behind it that supports your claim and not just other assholes rambling on without any sort of support for their stupid position? Or that linking to things that simply have a word you want to feature in your point doesn’t make your point true? Based on your use of links to random bits of information that required a stretch of reality to see how they applied to your point, I don’t think you understand how linking works. Looking at your “disagree” videos and your “consent texts” link, I think you don’t understand that links aren’t like a magic spell: Using them on words doesn’t magically make things true.Case in point, check this out: Dave Hon is likely rumored to keep fucking that chicken when the time has come today to do so.
- You do know what a “time peg” is, right? As in a reason why you are writing whatever the hell you’re writing about at this point in time? For example, a “never forget” 9/11/2001 column makes sense this weekend, as it’s the 15th anniversary of the terrorist attacks on that day. A “Michael Dukakis is Not Getting My Vote for President This Year” column makes no sense because he’s not running for anything other than the bathroom at this point in his life.Why am I reading this diatribe against feminists at this point in life? Did you just get dumped by someone who didn’t like it when you called her “sugar tits?” Did your downstairs neighbors play their Indigo Girls music too loud while you were trying to watch The O’Reilly Factor reruns? Did a woman with an unshaved armpit lean on you during your bus ride to work? What? What is it that evoked the Hon-icane of anger that was this column? You probably want to put that in there…
- For whom were you writing this? I can’t imagine that you looked at your audience in St. Joseph, Missouri, studied the demographics, determined your niche and then thought about how best to serve those people. The closest thing I can think of is that you and the rest of the cast from the first season of the Big Bang Theory got together over a few beers before one of you uttered, “Women are bitches, man,” thus leading to your magnum opus. I’m sure there are tons of real stories out there that demand attention and could use a strong voice to promote and advocate resolution. Even worse, this showed up in the women’s section titled “Josephine” (shudder), so it’s clear you didn’t really think about what the audience wanted to hear.
There are other questions that came up, including “Why couldn’t you wait until John Oliver was back on the air to publish this? People have already compared you to a rat and an ogre, but Oliver is the master at finding just the right comparative for pea-brained dipshits.” However, I keep going back to the third item: What made you think other people wanted to read this shit?
When I teach opinion writing, the first rule is: This isn’t about you. The other five basic rules all stem from that, most of which people pick up on pretty easily. It’s that first rule, though, that people either forget or ignore too often.
Journalists like column writing for two basic reasons:
- It conveys an aura of importance. You get to be the voice of authority, deeming a topic worthy of attention and then yourself worthy of explaining to the masses how to think about it. Plus, you get to have your mug shot in the paper, which is really cool. (That said, I have a feeling at least one feminist artist is airbrushing Hon’s mug onto a few maxi-pads as we speak…)
- It takes less work (when you do it the way these people did) to do a column than it does to do an actual story. Reporters have to go out and get facts and interview people and stuff. Columnists get to be glib and snarky and tell people to suck it. Even better, if people lose their shit over your previous column, this can lead to ANOTHER COLUMN talking about how people hated your last column and why THEY can suck it! It’s like the loaves and fishes of column opportunities!
I get the allure of columns and since we all get to be experts now in whatever way we want, the desire to play the “dig me!” game will always continue to grow. However, the whole reason “mass” media is going down the crapper is because the people in charge of it fail to address the audience principle: If you don’t give people what they want or need, you will cease to have an audience.
And I’d bet a dollar to a dime that no one gives a shit what a columnist charged with tracking the fucking habits of local news personnel thinks about a reporter’s pants or the sexual desires (full-body shudder) of a sentient jar of mayonnaise.