In the ever-evolving media landscape, the mainstream outlets that once dominated are now struggling to maintain their relevance and audience. This is especially apparent with CNN, a network that finds itself in an identity crisis as it tries to adapt to the changing preferences of viewers. The desperation to hold onto shrinking audiences has led CNN to resort to some rather amusing tactics. As amusing as it may be, the struggle of the network reveals deeper issues with legacy media in general.
CNN’s ratings have been plummeting, with numbers that would alarm any broadcaster. Their attempts to reinvent themselves are almost comical. They’ve tried to make Anderson Cooper appear more relatable by having him roll up his sleeves and undo a button while still wearing a tie. This peculiar attempt to mirror the casual style of popular podcasts succeeds only in highlighting how out of touch these producers are with what audiences actually want. As silly as this seems, it’s just the tip of the iceberg. Jake Tapper, moving his program to his office and surrounding himself with portraits of unsuccessful political candidates, literally surrounds himself with failure, perhaps reflecting the network’s own struggles.
The network’s foray into mixing low-tech and high-tech approaches further illustrates their confusion. CNN tried displaying a physical map on Anderson Cooper’s desk instead of using their high-tech resources. Meanwhile, they experimented with broadcasting a director’s instructions live on air. You can almost see the network’s leadership throwing ideas at the wall, hoping something sticks. But these gimmicks underline the real problem—their inability to connect authentically with viewers.
It’s not about the format or the technology; it’s about the content and the tone. In a world where media consumers have endless options, CNN continues to cling to the old model of talking down to viewers, lecturing them about how terrible everything is. Much of the airtime is spent on moralizing rather than engaging, driving audiences to seek alternative sources that respect their intelligence.
The lesson here is that trying to be something you’re not or forcing an inauthentic identity is bound to fail. The days when networks could commandingly set the narrative have passed. Today’s viewers are savvy and demand authenticity. CNN might be struggling because it’s not offering a genuine voice, but rather a concocted persona trying to mimic what they think audiences want. The real opportunity lies in being true to themselves and recognizing that, if viewers spend their time with them, it’s because they’re looking for honest engagement, not contrived authenticity.
