The Bush administration criticized the “liberal media”, much as the Clintons whined about a “vast right wing conspiracy”. All the Obama administration has done is make media criticism personal and specific rather than general.

Part of this is because Obama is part of the media- he has made the presidency a reality TV show that focuses on image. Rahm does the actual work of the administration (how much time do think Obama actually spends behind the desk in the Oval Office managing czars or meeting with Pelosi/Reid and the Dem special interests that actually write the legislation).
Axelrod crafts the message. Obama spends most of his time (when not on vacation) either reading Axelrod’s talking points or practicing for those appearances. Remember the rule of thumb that a one hour speech or TV show appearance requires 3-5 hours of practice, preparation and role playing (in the case of interviews).

If you believe Obama is the president, then you probably also believe Katie Couric is a “newswoman”. The reality us they are both nothing more than talking heads who carry the brand image of the people behind the scenes doing the real work.

This is why Obama has taken media criticism (and the demonization of enemies in general) far beyond where Clinton and Bush had. Obama is a brand, not a leader or doer. Brands must be defended aggressively (ask Coke or McDonalds).