If our age could have a patron saint, I would like to nominate Captain Renault, Claude Rains character in Casablanca. In his famous scene, Claude Rains, playing the role of Captain Louis Renault, jokingly suggested that gambling in the local Rick’s Café nightclub astonished him. In truth, Renault is fully in the know, corrupt and on the take. This seems to be the role that the media and many politicians seem to want to play during this presidency. While the idea that a twenty-four-hour media would not create a twenty-four-hour news cycle may still be news to some, it seems as though we can’t imagine that a reality star in the presidency would use the media as a reality star would- a tool to promote themselves and their brand. With the creation of a 24-hour news media, why should we be shocked when someone tweets at 5 in the morning? We have created a media wave yet ridicule people who surf it. (Please understand- I am speaking of the use of the media- not the content) I am reminded of the film “Frost/Nixon” Where David Frost, on hearing Nixon resigned was angered not by the act but that he had done it in the morning in the East coast while the major media on the west coast was still asleep and could not cover the event live. How could he pull off the greatest media stunt of his time while much of the country was not awake to see it? Frost knew the power of media and knew how to use it to his own advantage. Now we have the children of the media using these tools in their own playground. If the brand is what we value, why not use all the tools to increase its worth, I mean, you go to the zoo- expect to see the monkeys.