“Perhaps because Fox continued to dominate the sector both
in audience and financial terms, it did not change its formula or experiment
with new methods of content delivery.”
(The Pew Research Center, State of the News Media 2012).
In the wake of the election, partisans and pundits on both
sides have been opining about what went wrong for Republicans. An emerging narrative in the
media is that the Republican Party must change.
From MSNBC to FOX to CNN to The NY Times to The Wall Street Journal,
pundits have been calling this election a “wake up call” for the GOP. The
electorate has changed, demographically, and the Republican agenda simply isn’t
representing a majority any more.
Normally, when an electorate shows its colors on election
day, political parties look at the results in order to inform tactical
decisions. New strategies are
constructed; corrections and alterations are made.
But I think the Republicans will have a hard time changing because
of the incredible financial success of Right-leaning media companies. The financial success of a place like FOX News speaks to its dominance of its own market-share: members of the Republican Party. The Republican Party no longer seems to be led by
politicians; it seems to be led by vendors selling product. I know this is a
broad simplification—but my point is logistical. I don’t
think Republicans are stupid. I think the Party has bought into an incredibly profitable, media business model.
When Balance Becomes The Enemy
Right-leaning media sources such as FOX News have inoculated
themselves to correction (or even reflection) because sources like Rush
Limbaugh and Bill O’Reilly encourage their audiences to discredit and
disbelieve any other news source.
According to many of the loudest on the Right, every other bit of media is liberal, wrong, and/or downright deceitful.
This is not a small deal. Imagine having a doctor who not
only tells you that all other doctors aren’t as good, but that all other
doctors are also liars. What happens
when another doctor has a treatment that you actually NEED? You would be tempted to believe that no one else could help
you.
There's no better evidence than this election. Many of my Republican friends were SHOCKED that Obama
won. They were absolutely
flummoxed. That’s because somewhere in
the past 4-8 years, the core of the Republican Party switched from being
members of a party into members of a market.
Right-leaning media audiences are huge and loyal, but they have bought more than the news. Customers have not bought the
“most trusted” news; they've bought the ONLY trusted news of the Republican Party.
The News Isn’t Good
Can you blame FOX News, Limbaugh, or the rest? They have an incredibly profitable business model. From a success point of view, you have to admire them. They have, literally, destroyed the competition. But the collateral damage is to the Republican Party-- and to political debate itself.
With profits like FOX's, can the rest of the press far behind?
The day after election night on FOX’s "The O’Reilly Factor," the
show posted a fresh poll of their own viewers, asking “Do you believe 'The
Factor' has been fair covering the election?” 'The Factor' is the show that had FoxNews regulars (and Republican
insiders) such as Charles Krauthammer, Dick Morris, and Karl Rove on the day
before the election—all who predicted a Romney win. On 11/06, O’Reilly himself said, “Romney will win
Florida, I just don’t know about Ohio.”
80% of their audience said “Yes, 'The Factor' had provided fair coverage."
You can’t make a happy toothpaste brusher change his toothpaste. And until wildly successful news sources such
as FOX News and Limbaugh fail as businesses, the Republican Party doesn’t look like it's going to
change. There's just too much money to be made.
And that’s bad news for everyone-- especially Republicans.
image credits: The Pew Research Center, ABC News, and FOX News
image credits: The Pew Research Center, ABC News, and FOX News
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