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MEDIA COVERAGE: THE GREAT LUNAR LANDING

CASSIE DIMAURO

MEDIA HISTORY

NOVEMBER 25, 2014

The media coverage of an event can, and often does, directly affect the overall interpretation of an event in a given society, no matter whether the coverage is subjective, objective, sensational, or skewed. This report will explore the landing of the first man on the moon and answer the question of how the media covered this landing during the time of the event. Through an analysis of the media coverage during the weeks surrounding the great Apollo 11 adventure, one can see that the coverage glorified the astronauts, made a competitor of the Soviet Union, reflected the national pride created by the event, and revealed the frustration of the people who didnt feel the experience was worth the resources expended. To grasp the significance of the way in which the media portrayed this event, it is important to have a general understanding of the historical culture in which this event occurred.

In the 1960s, American society went through the proverbial ringer. The tragedies of the decade include the John F. Kennedy assassination, Cuban missile crisis, Los Angeles Riots, wars in Vietnam and the Middle East, death of 3 astronauts during the Apollo 1 launch, the Manson family murders as well as the string of murders associated with the Zodiac killer, and the assassinations of Martin Luther King and Robert Kennedy. During all of these events, the space race was going on between the United States and the Soviet Union. By recognizing the state of the nation because of the horrid events of this decade, one can better understand why the coverage of the moon landing in the media comprised such emotional elements, particularly those that were focused on competition between the Soviet Union and pride in the national accomplishment. By analyzing the media coverage of the moon landing in regards to media published before the event, the day after, and the weeks following, one can see themes and stereotypes emerging throughout the timeline of the development and coverage of this event.

The media coverage in the days before man walked on the moon for the first time was concentrated on the space competition with the Soviet Union, the valor of the astronauts, and the purpose of the mission. Some newspapers covered the launch of the unmanned Soviet craft Luna 15 (which was intended to conduct research on and around the moon) as a threat to America in that the Russians, May be attempting to steal some of the glory from the planned U.S. manned landing on the moon by bringing back some moon rock first.[footnoteRef:1] One newspaper even quoted astronaut Frank Barman saying, An unmanned machine certainly will not take the edge off Apollo 11.[footnoteRef:2] Here, one can see the media coverage perpetrating the idea of the Soviet Union as our galactic competitors, or even enemies. But every enemy needs to be defeated by a great hero, and that is where the astronauts come in. [1: Soviet Moonship Moving at Slower Rate of Speed, Janesville (WI) Gazette, July 15, 1969, 16, http://www.newspapers.com/image/11026401. ] [2: Apollo 11 Countdown Runs Ahead of Schedule, Times Record (Troy, NY), July 14, 1969, 1, http://www.newspapers.com/image/58720241. ]

The American media portrayed the Astronauts as grandiose saviors of the depressive country. In The New York Times, they were described as, Three men, two of them military and one a civilian and all honed by the sum of mankinds technical knowledge.[footnoteRef:3] By describing the astronauts with dramatic wordplay, the stereotype of them as heroes for our nation emerges. The article goes on to glorify the astronauts in their, Strength of spirit[footnoteRef:4] which was contributed to by the, Accumulated work of many explorers of the mind and the universe.[footnoteRef:5] Overall, the astronauts were depicted as brave, knowledgeable, charismatic explorers risking their lives for this mission. Noting the danger in this mission and the lives that have been lost in spatial missions beforehand, one must determine what the media offers as the purpose of this mission that justifies the dangerous nature of it. [3: Man and the Moon, New York Times, July 17 1969, 29, http://nyti.ms/1xK6bJU. ] [4: Ibid.] [5: Ibid.]

One of the main purposes stated by the media for the moon landing is the scientific aspect of the mission. The Daily Herald printed a minute-by-minute schedule of what the astronauts would be doing once they landed on the moon including information about the scientific experiments that would be conducted as well as the collection of moon rock and images.[footnoteRef:6] Another purpose for the mission discussed in the media is the sheer achievement of the feat and the national ego boost that would potentially follow. This distinction can be seen in the emotional discussion of the magnificent adventure, such as, If they succeed, their footprints on the lunar soil will be mans first on another celestial body,[footnoteRef:7] and The adventure is individual, yet for man collective.[footnoteRef:8] Even a market analyst said, that the successful launching of the ship was, Helping the general morale a bit.[footnoteRef:9] [6: What Will Astros Do Once Theyre on the Moon? Daily Herald (Provo, UT), July 17, 1969, 15, http://www.newspapers.com/image/25607203. ] [7: Man and the Moon, New York Times, 29.] [8: Ibid.] [9: Market Makes Gain, Freeport (IL) Journal, July 16, 1969, 25, http://www.newspapers.com/image/3259521. ]

As mentioned before, the state of the country was rather depressive because of the events of the decade, and through the analysis of the media coverage one can see how this type of event being emotionalized in this way would boost a very low morale. However, even before Neil Armstrong set his feet on lunar ground, some were speculative of the purpose and benefits of the mission. One author wonders what this adventure will represent for men on our planet, Will it be a major turning point in the development of his creativity and evolution or simply the extension of his destructiveness deeper into the solar system? Will it be recorded as the beginning of a great new era or only as an expensive diversion from earthly reality?[footnoteRef:10] Here, we see the hesitancies expressed in the media of the relevance of the project. To determine whether those uncertainties are misplaced, one must analyze the reaction directly after the historic moonwalk occurred. [10: Man and the Moon, New York Times, 29.]

The fresh, initial reactions to the broadcasted lunar landing can be seen through the media coverage on the day after the moonwalk: July 21, 1969. These reactions in the media consist of national pride, disbelief, and a continued discussion of the purpose of the mission. The pride can be seen in the wives of the astronauts description of the event as, Unbelievably perfect,[footnoteRef:11]and Fantastically marvelous.[footnoteRef:12] The pride can also be seen in the local paper of the town that provided the miniature switches made for the lunar module, where the manager of the company that created the switches said, I am proud of the tremendous contribution and dedication of the many employees who designed and manufactured the switches used throughout these programs.[footnoteRef:13] Rick Brown perpetuates the glorification of the astronauts and addresses the national pride in his article where he says, And somehow it seemed just right that a fellow named Armstrong, an all-American boy, should be the first man to set foot on the moon.[footnoteRef:14] He even mentions the, Pride of human beings this day,[footnoteRef:15] and addresses the event as a, Positive tonic in negative times. It was religious in the best sense: It let people look up with optimism and hope for the future rather than down at the brutality, negativism and nihilism that have been so dominant.[footnoteRef:16] Here one sees the greater meaning this event had for people as shown in the media through the glorification of the event and the astronauts as well as the comparisons of the current negative setting in relation to the potentially hopeful future this achievement could bring. [11: Apollo 11 Wives Excited as Husbands Walk Moon, Mexia (TX) Daily News, July 21, 1969, 20, http://www.newspapers.com/image/17231881. ] [12: Ibid.] [13: Freeport Contributes to Lunar Landing, Freeport (IL) Journal, July 21, 1969, 13, http://www.newspapers.com/image/3261881. ] [14: Rick Brown, Buck Rogers Comes Alive As Man Walks on Moon, Times Record (Troy, NY), July 21, 1969, 20, http://www.newspapers.com/image/58723481. ] [15: Ibid.] [16: Ibid.]

There was also a major element of disbelief in the media coverage on the day after the lunar landing. The wife of one of the astronauts said, It was hard to think it was real until the men actually moved. I felt I was looking at another simulation.[footnoteRef:17] Rick Brown said, We kept trying to remember it was all real.[footnoteRef:18] Regarding disbelief in the media, one should notice that it is not literal disbelief, but rather a type of wonderment that is shown in the media. However, even in the shock and awe experienced by the nation, many were still questioning the purpose of the mission beyond the group solidarity and national unity that resulted. Max Frankel wrote of his worry in the fact that an American flag was planted on the moon after a space treaty had been made saying there wouldnt be any appropriation of outer space for nations, and that this act shows our lack of diplomacy. He worried that our corporations will prepare to exploit the moon for profit and feels the main consequence of this mission are that, The moon will be no more exempt from mundane strife than the New World has been these last 500 years.[footnoteRef:19] Tom Wicker doesnt believe the purpose is quite as mundane, but he does believe this landing has nothing to do with technological or national gain in the typical sense, but rather, this great feat has shown the power of government enterprise and, If the same concentration of effort and control could be applied to some useful earthy project, a similar success might be obtained.[footnoteRef:20] Here one sees the purpose of the mission discussed again in the media, this time as a way to prove the relevance of government enterprise. The media coverage the day after the lunar landing showed mixed feelings of pride, shock, disbelief, and various opinions on the purpose of the mission. To further understand how the media covered this event, this report will explore the continued coverage from July 22, 1969 to July 27, 1969. [17: Apollo 11 Wives, Mexia (TX) Daily News, 20.] [18: Brown, Buck Rogers Comes Alive, 20.] [19: Max Frankel, Moon Wide Open to Human Strife, New York Times, July 21, 1969, 15, http://nyti.ms/1xMqjLG. ] [20: Tom Wicker, In the Nation: The Far Side of the Moon, New York Times, July 21, 1969, 38, http://nyti.ms/1riU1lf. ]

As the media and mayhem continue one can see that the coverage during the week after the lunar landing continued to show national pride, disbelief, and discussions of purpose. Additionally, the media began to further wander into trivial waters in their coverage. The costs and benefits are also considered in the media once the initial excitement has worn off.

The press celebrated the crash of the Luna 15 saying, If American officials had written the scenario, they could hardly have planned an ending of the moon race more satisfactory.[footnoteRef:21]Another source further affirms the positive effect of the lunar adventures saying, It appears to have united, for however short a space of time, the people of the nation.[footnoteRef:22] The press continues to celebrate through its coverage, but there is also a continuance in the disbelief of the event. George Eres wrote that the oddest aspect of the television coverage, Was that it all looked so easy.[footnoteRef:23] One particular editorial called out the disbelieving aspect of the experience as a very important factor of this event: [21: Harry Schwartz, Why Cosmonauts Fell Behind in Moon Race, New York Times, July 27, 1969, E7, http://nyti.ms/1riUowe. ] [22: No Time to Relax, Naugatuck (CT) Daily News, July 22, 1969, 2, http://www.newspapers.com/image/4452081. ] [23: George Eres, CBS Dominated Apollo Coverage, Independent (Long Beach), July 22, 1969, 40, http://www.newspapers.com/image/23249442. ]

We watched, and found it almost impossible to believe It was mans, as far as we know, first step on another planet. Yet it was done in a matter-of-fact way, without much emotion, and by men who had a job to do Even after they arrive safely back on earth and produce the samples of rock and soil from the moon it will remain a fantastic dream for many of us. While we watched Sunday nights incredible sight, we were surrounded by our earthly cares, our physical comforts and discomforts, and our demands which turned to trifles in the magnitude of mans walk on the moon. And despite the words of President Nixon, earthly man was united in that moment only in his interest and concern. Here on earth the things which divide us continued to do so. Armstrong and Aldrin found a planet in peace. They will return to one in turmoil and wars. For a moment we lived in peaceful fantasy. Now we will return to brutal reality.[footnoteRef:24] [24: Moments of Fantasy, Garden City (KS) Telegram, July 22, 1969, 2, http://www.newspapers.com/image/1176281. ]

Here one can contrast the medias use of emotion to bring irrelevance to the mission with the previous use of emotion by the media to bring solidarity to the people of the nation because of the mission. This irrelevance may have been directly pointed out in this editorial, but other instances of irrelevance can be seen in the media as well. The Daily Reporter did an article covering the fact that while former Vice President Humphrey and the Yugoslavian President Tito were socializing on Titos island, Tito took the time to congratulate the U.S. on their successful moon landing.[footnoteRef:25] There was a U.S-Russia Space Boxscore, further perpetuating the competition between the two countries in the media, that gives an updated side-by-side comparison of the spatial endeavors of the U.S and U.S.S.R.[footnoteRef:26] And finally, the most irony can be found in an ad promoting the fact that, The U.S.A. lead the way by landing the first man on the moon.[footnoteRef:27] This ad quoted Isaac Newton saying, I seem to have been only like a boy playing on the seashore, and diverting myself in now and then finding a smoother pebble or a prettier shell than ordinary, whilst the great ocean of truth lay all undiscovered before me.[footnoteRef:28] Here one can see where the media conflicts. Much of the coverage has been glorifying the astronauts and promoting national pride, but just as much of the media coverage has been pointing out the frivolous nature of this mission considering the current state of the country. The ad seems to be referring to the moon and space as the, Great ocean of truth [that] lay all undiscovered before me.[footnoteRef:29] However, many of the critics in the media during this time would have said the moon was the, Smoother pebble or prettier shell,[footnoteRef:30] and the undiscovered truth encompasses the solutions to the nations problems that have yet to be solved. The real irony here can be seen in a quote from Science News: [25: Tito Congratulates U.S. on Moon Shot, Daily Reporter (Dover, OH), July 23, 1969, 24, http://www.newspapers.com/image/10413801. ] [26: U.S.-Russia Space Boxscore, Times Record (Troy, NY), July 25, 1969, 17, http://www.newspapers.com/image/58725281. ] [27: Warner & Swasey Co., U.S.A Lead the Way, Newspaper Advertisement, Daily Reporter (Dover, OH), July 23, 1969, 24, http://www.newspapers.com/image/10413801. ] [28: Ibid. ] [29: Ibid.] [30: Ibid.]

The tragedy of the space effort will not be that we spent $24 billion for 80 pounds of rock, an exciting adventure, and a single volume of scientific results. It may rather be that, during a decade when the character of the world was changing and a desperate need for a new kind of world leadership was emerging, the United States settled for more of the same kind of industrial and technological mastery which made it great in an earlier, simpler world. We embraced the space program and the industrial-technological juggernaut it spawned. And we have made demigods of a crew of first-class test pilots who put our footprint on the cosmos, as if we were children thrilling at our ability to put the first footprint on a virgin field of snow The verdict of history may well be that, while the world erupted, we ignored the real challenge and chased a rocket trail to the moon.[footnoteRef:31] [31: From the Editors Desk: Man on the Moon: Mixed Emotions, Science News 96, no. 4 (1969) : 71, http://www.jstor.org/stable/4548211. ]

Just as the ad with the Newton quote mentioned the boy being distracted from reality by the pretty shell, this quote parallels that childishness, or irrelevance, with the glorification of the crew and praise of the lunar trip by comparing us to kids who are excited to see their footprint in fresh snow.

In conclusion, it is apparent that the media coverage of the first man on the moon glorified the astronauts through emotional descriptions and praises, made a competitor of the Soviet Union through constant publication of them in an adversarial light and celebrating the crash of the Lunar 15, reflected the national pride created by the event through emotional descriptions and praises, and revealed the frustration of the people who didnt feel the experience was worth the resources expended through validation of the irrelevance of the mission. By analyzing the media coverage of this event, the researcher recognizes that many of the articles were sensational and subjective to the authors opinion, with a few objective articles presenting merely facts about event. Themes and stereotypes, particularly of the mission, the astronauts, and the Soviet Union were perpetuated through media coverage of the event. The overarching realization is the importance of the objective articles and their use in balancing out the sensational, subjective articles so that one may have a better understanding on the actual happenings during a historic event.

Bibliography

Apollo 11 Countdown Runs Ahead of Schedule. Times Record (Troy, NY), July 14, 1969. http://www.newspapers.com/image/58720241.

Apollo 11 Wives Excited as Husbands Walk Moon. Mexia (TX) Daily News, July 21, 1969. http://www.newspapers.com/image/17231881.

Brown, Rick. Buck Rogers Comes Alive As Man Walks on Moon. Times Record (Troy, NY), July 21 1969. http://www.newspapers.com/image/58723481.

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Market Makes Gain. Freeport (IL) Journal, July 16, 1969. http://www.newspapers.com/image/3259521.

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No Time to Relax. Naugatuck (CT) Daily News. July 22, 1969. http://www.newspapers.com/image/4452081.

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Soviet Moonship Moving at Slower Rate of Speed. Janesville (WI) Gazette, July 15, 1969. http://www.newspapers.com/image/11026401.

Tito Congratulates U.S. on Moon Shot. Daily Reporter (Dover, OH), July 23, 1969. http://www.newspapers.com/image/10413801.

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Warner & Swasey Co. The U.S.A. Lead the Way. Newspaper Advertisement. Daily Reporter (Dover, OH). July 23, 1969. http://www.newspapers.com/image/10413801.

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