Seriati, Crunch: If your bosses gave you a script, and told you to read it, word for word, to all your friends, about how Obama was the
best President America ever had, and everything he did was right and just, would you have any problem doing it? There's nothing in the script that says it came from your bosses. And they tell you to sell it, too. No monotone reading like a robot. Say it like you mean it. Would you have any compunctions about doing so?
What would your friends think afterward? You think they might believe you'd gone crazy? You think they might believe you sold out? After all, here you are telling them how
wonderful President Obama was, something you never did before. Hey, some might believe you finally saw the light, and realize how wrong you'd been all this time. Wouldn't that be great?
One thing we know, though, is that none of your friends would be upset to find out that your bosses made you read that statement, would they? It's just news reporting, right?

The problem with this statement is that it made it sound like it came from the local stations. That this editorial is exactly what each individual station managers believe, in exactly those words. No shades of agreement. No emphasizing one part or de-emphasizing another.
Exactly the same message.
It's one thing to say, "AP reports..." It's another thing to say, "I, nationally recognized person, believe that..." But it's an entirely different thing to say, "I say exactly the same thing as these other people say, and I stake my reputation on it, even though I had no input with the wording."
These news people are local people. You sometimes see them in the mall, in the grocery store, at McDonalds. They're your neighbors. That carries a different weight than someone who lives in New York and reports on nationwide stories. There is a different kind of trust involved.
Sinclair callously used that trust to send out their message. They were trying to fool their audience into believing that this was the opinion of their local station. They usurped the reputation of the local newscasters to give greater weight to their message. That's what it looks like to me. That is what is outrageous about it.
What do you think your kids will think after you read your bosses' message? Would they think their dad now loves Obama? Or would they think he's a sell-out?
Which would you prefer?