During a town hall meeting on MTV in 2000, Al Gore dismissed a question about the rapper Mos Def. Throughout his career, Gore viewed hip-hop music, even when practiced by a politically conscious artist like Mos Def, as an undignified form of political expression. “Gandhi once said you must become the change you wish to see in the world,” Gore said of hip-hop. “I don’t think it’s good enough to say, ‘Well, we’re just reflecting a reality.'”
Five years later, on a spring night in San Francisco, none other than Mos Def was anchoring the pre-launch party for Gore’s new youth cable channel, Current, reflecting a reality of a different sort–that of the television business, where hipness trumps values. Gore was there too, trying to pump up enthusiasm for what he claims will be an entirely new approach to news and culture. Looking bulky but relaxed, Gore asked the diverse young crowd, “How many of y’all would like to see an opportunity to talk about what’s going on in your world that you can participate in with television?”
Current screened three video clips as evidence of what the network plans to offer: the first a high-speed montage, created by a team of producers, freelancers and the audience itself, touching on everything from poppy fields in Morocco to hacking into Paris Hilton’s cell phone; the second, a twice-hourly news update spotlighting the top ten queries on Google for any given subject; and the third, winner of a $10,000 submission prize, a satire of political campaign ads that came across as an amateurish stab at The Daily Show With Jon Stewart.
Reactions were lukewarm at best. “It’s the same references you see on any other channel,” said 26-year-old activist Julian Davis. “When did Google become alternative media?” asked 22-year-old filmmaker Jennie Heinlein.
Comments like these suggest that what Current has become is quite different from the vision Gore and his partner, Joel Hyatt, started with. What began as an effort to challenge Rupert Murdoch and the right-wing domination of the corporate media has transformed into a business proposition to lure a youth audience with lofty rhetoric, new technology and pop-culture content. Gore and Hyatt didn’t have TV experience, so they ceded creative control to industry people who did. Along the way, “democratizing” the media–their buzzword from the get-go, which they described as giving space to ordinary young people–became more important than politics or elevating television’s dismal content. What emerges on August 1, Current’s launch date, could re-semble an interactive grad-school version of MTV. Current may still improve youth television and usher in a wave of new technology, but it isn’t likely to change the media, or the world. “Less and less they’re trying to run a company with a social mission,” says Orville Schell, dean of the Berkeley School of Journalism and a member of Current’s board of directors. “They want something that’s new and interesting and economically viable.”