MEDIA OMBUDSMEN: A CRITICAL REVIEW.

This article summarizes a decade of comment on the most common form of "media ombudsman" in the United States and Canada, the newspaper action line. Widely adopted alter 1965, action lines were expected by journalists and newspaper owners to play a significant role in increasing social justice, improving the commercial viability and public image of the press, and reforming the news business. The picture of social problems and proposed solutions presented in the printed columns reflects a reformed version of traditional newspaper populism. However, the available evidence suggests that the characteristics of the people who complain to action lines, as well as the economic, bureaucratic, and Ideological forces within media organizations, prevent the fulfillment of the promise of social justice implicit in populist rhetoric. Instead of aggressive defenders of the rights of "John Q. Public," action lines are primarily passive referral services which transmit complaints to traditional public and private authorities. Action lines attract a great many users not only because they promise practical assistance in settling disputes, but also because a response from the newspaper is a significant form of personal recognition and a confirmation that one's problem is legitimate. However, the unsystematic way newspapers process disputes assures that the column is unlikely to have much effect on the institutional sources of chronic grievances. The article concludes with a comparison of action lines to the use of the media by "moral entrepreneurs" to increase the impact of reform movements. [ABSTRACT FROM AUTHOR]