New pecking order in the Canberra chook pen?

It was that wily warhorse of conservative politics, Sir Joh Bjelke-Petersen whose regime defined media relations as "feeding the chooks". Central to this dictum was the principle of giving the media pack a few scraps to fight over each day, otherwise their curiosity might be engaged by other topics, such as police corruption, prostitution, or even use of the government jet as the Premier's personal taxi.

The policy of the Abbott Government so far has been to limit its exposure to the media. The wisdom of this practice is yet to be properly tested. It has certainly caused complaints from journalists. Laurie Oakes, launching his book offering for this Christmas, accused Abbott of not keeping his campaign promises of transparency and accountability.

There are two reasons for this policy. First, the government saw how the 24 hour news cycle damaged the Rudd-Gillard-Rudd governments. Or perhaps more accurately how the previous government damaged itself through constant "announceables".

Secondly, Abbott's inner sanctum, read Peta Credlin, knows that Tony Abbott, despite his much vaunted skills as a journalist, is a shocking performer on the medium where it counts most – television. His appearance and gait; his manner of speech, including his equivocation and his nasal tonality, all count against him in this medium. This is why he avoids serious television interviews: 7.30, Lateline, Insiders. Not because he hates the ABC, but because his flaws are so obvious under the arc lights.

Operational matters

The first manifestation of the "no show" or "no tell" policy became explicit with the rollout of Operation Sovereign Borders, complete with props such as a newly promoted three star general, Angus Campbell, who disappeared on leave within days of his appointment. "Operational Matters" became the figleaf behind which Morrison hid anything he did not want to talk about.

More recently the three star general has given a four star performance refusing to talk about "on water" matters. What was obvious to all except Campbell and Morrison is that their policy and performance were taking on water, and that both of them are at risk of drowning in a sea of obfuscation, incorrect information and rudeness.

Morrison's contempt for the media pack is palpable. Not without reason. They lapped up and amplified his every utterance in Opposition, irrespective of the moral bankruptcy of his position, and the rank stupidity of the thought bubbles he floated as policy (such as buying Indonesian fishing boats). That Morrison recognized such pandering for what it was, is now evident.

Crowd sourcing investigative reporting

The use of crowdsourcing by Fairfax Media to uncover more MP expenses rorts is an example of the risks associated with media disengagment; idle hands are find things to do and these are not always helpful to the government. Interestingly the Fairfax MP rorts campaign has forced Abbott's hand. He has made an announcement that there will be changes to the protocols from January 1. He has also banned employment of family members by MPs – which is nepotism. This will encourage the rise of what has long been called 'second phase nepotism'. "I employ my relatives; you employ my relatives." A practice jocularly described in one organ of the media as "wife swapping".

On the policy front, it is unlikely that an Abbott Government will reduce red tape to any significant degree; and even less likely that they will be held to account for not doing so. Why? Because reporting red tape reduction is boring.

What about Rupert?

Despite the obvious need for media reform, Malcolm Turnbull seems to have little appetite for changing the current regulatory framework. Stephen Conroy's suicide bombing mission on this put paid to any attempt to fix the structural issues created by media convergence. Nor does Malcolm appear to have any appetite to take an axe to the ABC. This is in part because Malcolm has a genuine affection for the ABC. Annabel Crabb with Kitchen Cabinet and Tony Jones with Q&A have done a great PR job with Malcolm for the ABC, and many of Malcolm's Wentworth constituents will be ABC luuvies. Despite Chris Mitchell's rant in The Australian (October 29) calling for a review of the ABC, the only change we are likely to see are more thin lipped libertarians on the ABC, under the ABC's principle of what Will McAvoy calls "balance for the sake of balance". It is also unlikely that Australia's least trusted media will be able to influence an inquiry into Australia's most trusted.

Moreover, given the declining influence of newspapers, and the contestability of the proposition that the Murdoch press actually influenced the election, there is no doubt that Murdoch damaged his brands by being so obnoxiously partisan. The recent Kirribilli soiree of the Abbottorati didn't help. Whether the Coalition suffers collateral damage remains to be seen.

The Bill Shorten show

The ALP cannot effectively challenge the New Order. The election of Bill Shorten at the behest of the factions, despite the popular vote for Albo, means business as usual for Labor. The first thing to come under scrutiny will Shorten's media style. He needs to get rid of the sad eyed spaniel style of public presentation; become sharper, more incisive, and yes start polishing some three word slogans. Why? because that is what Opposition Leaders do. Sharpen the debate.

For Tony Abbott the risk of his media strategy is that eventually, to rephrase that great Australian adage: "Your chooks may grow into emus, and kick your dunny down."