CAN LIBERAL TALK RADIO SUCCEED? The news that Air America Radio will debut a lineup of liberal radio talk show hosts will mean the beginning of a new radio broadcast era — even if it flops.
---Air America Radio is a startup venture promising to get liberal talk shows on the air by March 31st-- and the centerpiece will be the show of comedian-author-Bill-O'Reilly-nemesis Al Franken. In fact, Franken has titled his show in the 12 noon to 3 pm slot (against Sean Hannity in many markets) "The O'Franken Factor" after you-know-who's radio and TV show.
---Franken makes no bones about it: he wants to be the liberal Rush Limbaugh, and with a year's contract under his belt he has a chance to try at a high-interest time....election year.
---It will give a welcome choice to many of us who drive long distances. On a recent 450 mile drive I flipped from radio station to radio station but all I could get was Rush Limbaugh talking for the zillionth time about Hillary. I KNEW that rant already. And if anyone seriously disagreed with Rush, they were usually cut off. If I tuned in at other times during the day I got Michael Reagan (GOP independent), Michael Savage (GOP but very independent), Michael Medved (GOP conservative), Sean Hannity (GOP party line). Only Michael Savage kept my attention — because he was not lock-step party line and was a (non-Howard Dean) scream. (OH: There IS Phil Hendrie who is all over the place politically and is a genius...and he'll get a SEPARATE post, since no one comes close).
---The prevailing conservative radio talk shows garner huge ratings and they're the verbal equivalent of professional wrestling (the liberal never has a chance if they call in). But these shows are a significant political force in 21st Century America since:
-----THEY RALLY THE GOP'S TROOPS. In 1980 there were 75 talk radio stations but now there are 1,000 and most carry conservative programs. Garrett Epps notes that "the political effect has been dramatic. Political scientist David C. Barker, author of 'Rushed to Judgment: Talk Radio, Persuasion and American Political Behavior,' has analyzed statistics that suggest the Republican 'landslide' of 1994 stemmed largely from the increased polarization of one demographic — right-wing talk listeners." The Democrats not only didn't have anything to rally their troops, but they didn't have any outlets to even counter the full day schedule of programs geared to nothing but promoting one point of view and demonizing or ridiculing the other.
-----THEY SOLIDIFY A WAY OF THINKING: I know several people who PROUDLY tell me "I don't read the papers. I get all of my news from talk radio." Not only that, but they also usually get their arguments, their catch phrases, their whole belief system — to the extent you know exactly how they're going to complete a sentence. You can even tell which host they listen to.
---This is NOT SAYING anyone who agrees with these hosts fits into that category — not at ALL. There are many conservative and other listeners who read papers, surf the web, debate with friends and firmly believe what they say. They reached these conclusions on their own and love the hosts because they agree with THEM..
---But the talk shows solidify a party line, lay out expectations on proper partisan attitudes, and create a whole bunch of assumptions that foster a cohesive group-think.
-----THEY SPIN OFF INTO OTHER MEDIA: Into cable. Books. As talking heads on TV shows. Personal appearances. Corporate speaking gigs. And they get their point of view (stated in easy to understand terms) across.
---Talk radio actually has a long history in the US. But here are some key dates: 1930 (John J. Anthony's first radio call in show); 1945 (WMCA's Barry Gray forsakes deejaying for guests and is a hit); 1960s (various talk radio formats), 1987 (Reagan administration's FCC suspends "Fairness Doctorine" so both sides don't have to be aired..which leads to the rise of:); 1988 (Rush Limbaugh hits the airwaves and sparks a slew of imitators some great, others putrid).
---THEY WIN OVER SOME SWING VOTERS WHO CAN'T FIND OTHER POINTS OF VIEW AND THEY BOND WITH THE HOST: If someone listens to a host long enough (especially if there are no other talk shows on with other ideas) they like them and believe what they say.
Now, on the heels of the U.S. 2004 Presidential election pitting President George Bush against (presumably) Senator John Kerry, with control of the Congress up for grabs in Congressional elections, Ralph Nader running as a third party candidate, and key governor's races, it will be at least slightly different this time.
---In 2004, at least in some cities, there will be an alternative view and an immediate answer to the established hosts. So what does Liberal Talk Radio need to survive?
(1)IT NEEDS STATIONS IN KEY MARKETS. Air America says it's going to be on in stations in New York, California and Illinois — a good start.
(2)IT NEEDS ADVANCE PUBLICITY AND BUZZ: It already is getting some with today's annoucement and Franken is a pro at getting publicity. If O'Reilly, Hannity, Limbaugh, etc. start feuds with or threaten to sue the new hosts they'll be helping them out.
(3)IT NEEDS DEEP POCKETS: Franken was signed for a year. Good sign.
(4)IT NEEDS HIGHLY ENTERTAINING FUN HOSTS NOT just BORING OR ANGRY IDEOLOGUES: The problem with past liberal talk show hosts (such as Mario Cuomo who could have put coffee to sleep) was that they were pompous and/or wonkish and/or boring and/or unlikeable when you hear them, or combinations of all of these. Air America has put together mostly entertainers who are going to focus on comedy, except for Robert Kennedy Jr (whose show may be unintentionally funny). The hosts which will include Janeane Garofalo. If the country is indeed about evenly divided on party preference the hosts could coat anti-Bush anger (including their own) and get away with it.
---On the other hand, is there MARKET DEMAND for it except among anti-Bush wealthy bankrolling top Democrats? Can this new operation get ratings? Will angry Democrats tune to these shows as much as angry Republicans tune into theirs? Will swing voters be turned off or drawn in? Others point out the competition isn't just conservative radio, but middle-of-the-road programs.
---BUT it COULD get good ratings...and don't forget this:
-----They said CNN wouldn't succeed.
-----They said Fox News wouldn't succeed.
-----They said Rush Limbaugh wouldn't succeed.
-----They said Joe Gandelman wouldn't succeed.
---(Well, three out of four isn't bad...)
---If halfway-decent ratings come in, there's some buzz, Democrats and swing voters do a sampling and like it, there will at least be a countervailing voice in the United States. And even if Liberal Talk Radio bombs in the longrun, at least it'll be on during election year...and the quality of 2004's political decision...no matter which way the election goes...can only be enhanced.
"A sinister cabal of superior writers."
Article comments
1 - RJ Elliott
Phil Hendrie is indeed a genius. I find him personally unlikeable, for the way he treats some callers, and for his "I'm right and anyone who disagrees is a complete fucking moron" attitude when he deals with political issues. But his skits are absolutely classic.
2 - Mac Diva
I dunno. Talk radio seems to rely on the ditto factor -- people looking for a Great Leader they can echo. That perspective seems to resonate most with the Right. I'm not saying liberals never do it, but not to the same extent in my opinion.
3 - RJ Elliott
Mac, that's a good point. The Left might agree with, say, Franken on one issue he's talking about, while vehemently opposing his views on another issue. This will hurt "brand loyalty."
The Left has always been more fragmented than the Right. Therefore, the "ditto" factor is real.
4 - RJ Elliott
I should amend the above to be more clear:
Some on the Left will agree with Franken on an issue, and some will disagree. And those who agreed on the first issue may disagree with him on the next.
This kind of partial-agreement is not as much a factor with conservative hosts, as their devoted listeners are generally more likely to agree on almost all points.
5 - Ms. Tek
"The Left has always been more fragmented than the Right."
That is because in general, they tend to think for themselves and come up with their own conclusions to issues rather than follow rank and file to the "party line".
6 - RJ Elliott
Not really. I realize the Left views people who oppose them as mindless fundamentalist sheep, but that ain't really the case...
The Right has a few basic issues they generally agree with (lower taxes, smaller government, abortion is not a good thing, the US rocks) whereas the Left is all over the map (don't do animal research, but spend more money on health care research, let illegals into the US, but then bitch when they take Americans' jobs away, gay rights are great, but don't offend blacks by comparing it to the civil rights movement in the 1960s, artificially raising wages by supporting unions is good, then scream at corporations for not doing more hiring, etc.)
The Left (VERY generally) is a rocky coalition of groups demanding radical change on one front or another. The Right is the rest of the people who mostly wanna keep things where they are (or go back to some "golden age" that never existed).
That's why the "ditto" factor is more of an issue with the Right. They tend to agree with each other more than the various special-interest groups of the Left.
7 - Ms. Tek
let illegals into the US, but then bitch when they take Americans' jobs away,
Then Bush must be from the left.
8 - RJ Elliott
Arguably, yes.
9 - Mark Saleski
i'm surprised nobody has popped in with the expected "why do they need a new liberal network when they alread have national public raiod?".
10 - Hal Pawluk
the right ....lower taxes, smaller government
1. The few dollars in federal income tax cuts that got down to the bottom half of the economic scale have been more than outweighed by increased state and local licenses, fees and taxes.
2. During this administration, around 3 million in the private sector have become unemployed, while government employment has increased by over 700,000.
It's good to stick to principles.
11 - Dan
"The Left (VERY generally) is a rocky coalition of groups demanding radical change on one front or another."
RJ, You've succinctly identified a general truism here. You could add that they're often angry, myopic, and want government to do things for them or to other people on their behalf.
I'll be listening, but I doubt if this radio venture works out. Liberals don't understand the appeal of conservative talk radio. It's successful because it fills a void that the liberally monopolized main-stream media conceals. People feel they are being manipulated by a pervasive politically correct group think, so they are attracted to alternative view-points that resonate with them. It's like counter-culture in the Soviet Union.
12 - Mark Saleski
dan, do you really believe that the
'liberally monopolized' mainstream media is as liberal as talk radio is conservative?
and liberals do understand the appeal of talk radio, we're just not interested in it.
13 - JR
You could add that they're often angry, myopic, and want government to do things for them or to other people on their behalf.
Sounds like a pretty good description of the Right to me.
14 - kelvin d. collins
good luck with your new talk radio shows i hope it works outs for you. i am tried the right wingers having their say about things and the country and the world should be.i will listen to your station when it comes to my area.Good luck