Trying to scare white people is an effective political strategy, but it is also an effective ratings and traffic strategy. Trump’s ability to manipulate the media through provocation and controversy has been effective precisely because covering those provocations and controversies provides news outlets with the ears and eyeballs they crave. Trump considers the media “the enemy of the people” only when it successfully undermines his falsehoods; at all other times, it is a force multiplier, obeying his attempts to shift topics of conversation from substantive policy matters to racial scaremongering. The tenets of objectivity by which American journalists largely abide hold that reporters may not pass judgment on the morality of certain political tactics, only on their effectiveness. It’s a principle that unintentionally rewards immorality by turning questions of right and wrong into debates over whether a particular tactic will help win an election.
From Trumpism Is ‘Identity Politics’ for White People by Adam Serwer