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Why the Right Rules the Radio Waves
New York Times ^ | 12-08-2002 | John Leland

Posted on 12/08/2002 6:06:40 AM PST by bigaln2

The traffic is murder out there, and Ed on the car phone wants to know: Why can't those liberal weenies mix it up?

Translation: when you're backed up on the expressway and a radio voice is howling at you, why isn't that voice ever a liberal?

For much of the last decade, conservative talk radio hosts built carnivorous empires by gorging on the foibles of Bill Clinton. Now, two years into the Bush administration, liberals and Democrats are still waiting for a syndicated carnivore of their own.

As Mr. Clinton said in a speech last week, referring to a range of conservative media: "They have a destruction machine. We don't have a destruction machine."

What Democrats do have is a yammer gap.

At a time when the public is pretty evenly divided politically, conservative talk radio, long led by Rush Limbaugh, continues to grow.

New or newly syndicated programs featuring the conservative television talk show hosts Bill O'Reilly and Sean Hannity made their debut on 200 to 300 stations in the last year. Dr. Laura Schlessinger, G. Gordon Liddy and other conservative hosts are still going strong. Meanwhile, one of the few longrunning liberal hosts, Gloria Allred, was sacrificed to poor ratings in October after 14 years in Los Angeles, joining Jim Hightower, Mario M. Cuomo and Alan M. Dershowitz.

"I can't think of a single card-carrying liberal talk show syndicated nationwide," said Ron Rodrigues, editor in chief of Radio & Records, a trade magazine.

The question is: why can't liberals create blast-furnace entertainment for their causes? The answers may inhere in the nature of liberalism, said Robert Thompson, a professor of media and popular culture at Syracuse University. Where radio conservatives have thrived by drawing hard distinctions between right and wrong, he said, "the liberal tradition as we understand it acknowledges a diversity of people and values." In the heat of drive-time squawk, he said, "That's easily thrown back in their face by making them look mealy-mouthed."

Like other forms of news and entertainment, talk radio is a numbers game. Conservative talk radio, which arose from the Federal Communication Commission's 1987 repeal of the so-called Fairness Doctrine, releasing stations from the obligation to provide balanced opinion, "is a result of radio being a niche medium," said Michael Harrison, editor of Talkers, a trade magazine. Stations look for heat, not breadth.

"The hosts that light the fire tap into a vein of consciousness that is not given the proper attention elsewhere," said Phil Boyce, program director of WABC in New York, which carries both Mr. Limbaugh and Mr. Hannity. "When conservative listeners first heard Rush Limbaugh, they said, `Eureka, someone is finally saying what I think.' "

Mr. Limbaugh has had the most popular radio program since the early 1990's. Heard on more than 600 stations, he reaches about 14.5 million listeners each week, according to an analysis of Arbitron ratings by Talkers magazine. Mr. Hannity, a rising second, reaches about 10 million. "That's not a mass audience when compared to other media," Mr. Harrison said. "More people watch the World Wrestling Federation." But for niche media, being small is part of the appeal. The bond listeners feel to their favorite talk show is that of members of an aggrieved minority.

Even with a Republican administration, liberals will have a hard time claiming this same grievance. As long as network sitcoms, mainstream movies, public radio and some major newspapers are identified with liberal views about sex, family and tattoos, conservatives can cast themselves as outsiders, no matter who is in the White House, said John Mainelli, a talk radio consultant and former program director.

And this tilt may be politically significant.

David C. Barker, a professor of political science at the University of Pittsburgh, is the author of a new book, "Rushed to Judgment: Talk Radio, Persuasion and American Political Behavior" (Columbia University, 2002), which surveyed listeners and non-listeners. While he could not measure the impact of Mr. Limbaugh's program on elections, he said, "If you take a group of people who never listened to talk radio before, and then look at their attitudes six months later, you'll see a clear change" reflecting the views of Mr. Limbaugh.

And not just more conservative — more specifically like Mr. Limbaugh, Mr. Barker said. On topics that Mr. Limbaugh generally doesn't address, like gay rights or abortion, his listeners were indistinguishable from Republicans at large. But on the host's pet topics, like health care or John McCain, the listeners were much more conservative than other Republicans.

Whatever the effects of the conservative dominance of the radio dial, there's no one on the left who can carve meat like Mr. Limbaugh or Mr. Hannity. As for the earnest Ivy League variety, ever eager to engage in serious debate over significant issues, they can always go write for "The West Wing." Its ratings have been falling, by the way.


TOPICS: Constitution/Conservatism; Culture/Society; Extended News; Front Page News; Government; Miscellaneous; News/Current Events
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To: bigaln2
"...they can always go write for "The West Wing."

Sure, but you have to bring your own supply of magic mushrooms.
21 posted on 12/08/2002 7:00:53 AM PST by canuck_conservative
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To: CurlyDave
Some years ago, 50,000 watt WHO radio in Des Moines featured a liberal woman (an Austrailian, I think)as a mid-morning talker. She had to beg for callers.
22 posted on 12/08/2002 7:02:57 AM PST by Eric in the Ozarks
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To: thedilg
As long as network sitcoms, mainstream movies, public radio and some major newspapers are identified with liberal views about sex, family and tattoos, conservatives can cast themselves as outsiders, no matter who is in the White House...,

Talk about ignoring the elephant in the living room.

I love how the NYT tiptoes around actually naming those newspapers.

It also words the sentence in the passive voice: "Those newspapers are identified with liberal views (not that there's any truth to that)."

23 posted on 12/08/2002 7:04:03 AM PST by martin_fierro
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To: bigaln2
Nobody's ever heard of NPR?
24 posted on 12/08/2002 7:05:58 AM PST by jtcribbs
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To: Arkie2
You are absolutely right, I believe there is an agenda here that is interwoven with what Clinton, Gore, Daschle and I'm surprised, John McCain hasn't joined in yet in saying. I'm not much of a conspiracy adherent but I smell something here.
25 posted on 12/08/2002 7:07:22 AM PST by my right
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To: Congressman Billybob
Ah, the "Fairness doctrine" I remember when that was in place. What a mishmash of pap we received then. If anything
defines liberal enforced "diversity" that does.
I would venture to say that instituting the FD again will
only cause clandestine talk radio to spring up across the land. We have the technology.

Here is a horror to think about, FreeRepublic on FD.
26 posted on 12/08/2002 7:19:07 AM PST by tet68
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To: jtcribbs
Nobody's ever heard of NPR?

Nonfat pork rinds?

27 posted on 12/08/2002 7:20:51 AM PST by eno_
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To: moneyrunner; Always Right
Note the comment that Ivy Leaguers earnest about the serious discussion of issues would turn to the rigidly ideological left wing show "West Wing." Now there is a great deal of serious consideration of issues on Limbaugh, and his demographic is above average in income and education. This "Ivy Leaguer" comment is really an insinuation that Limbaugh's audience is poorly educated, or not interested in the serious discussion of issues, which is a lie. By the way, I am one of those "Ivy Leaguers," with undergraduate and doctoral level degrees, and enjoy Rush's show enormously. And I would never watch "West Wing:" too cliched, predictable, and boring.
28 posted on 12/08/2002 7:26:58 AM PST by thucydides
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To: CurlyDave
"The alternative explanation is that after listening to a few months of sound reasoning and sensible opinions, people tend to agree with the opinions presented. "

Yeah but somehow I don't think that is what is being promoted here.

29 posted on 12/08/2002 7:33:38 AM PST by Kerberos
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To: Always Right
This is a silly argument.

The ultra-liberal, extremist left wingers can make it in a market driven presentation of ideas because they are genetically incapable. Liberals/democrats are liars! Pure and simple, they will always revert to dishonesty. They will hue to the party line no matter what the facts are and will never dispute the left most leader.

Willie is the perfect example. The White House sewer instructed the lefties to lie and they all did. It was a loyalty thing with them. The lefties on CNN, Clift, the fat black pig, all the other lefties did what they were told. To have done otherwise would have meant being labeled "revisionist" or what ever term the communists used for failing to be doctrinally pure. That is what lefties do.

The most vicious conservative commentators during the Willie filth and corruption were Leno and Letterman. They did what all talk radio folks do, simply talk about the obvious. There was nothing partisan about Streisand's idiocy, Belafonte's stupity, the great democrat joy over Wellstone's, Dashole obstructionism, and Leahy's lie. These were facts. You listen to the talk radio guy who talks about these circumstances in an interesting or amusing way. You know the left winger will lie!

30 posted on 12/08/2002 7:58:42 AM PST by Tacis
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To: bigaln2
Liberals would never be able to survive a talk show because they would have to open themselves up to debate, and their positions would quickly fall apart under scrutiny.
31 posted on 12/08/2002 7:58:57 AM PST by Shenandoah
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To: bigaln2
And all these years I thought that what I was hearing from liberals was gobbledeegook.
Turns out their message is too subtle for me to get my tiny peasant mind around.
Ah'll jis' have ta try harder ah giss. Duhuh.
32 posted on 12/08/2002 8:00:21 AM PST by ricpic
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To: Congressman Billybob
Having listened to talk radio in New York for some time and heard the whole variety of talk radio hosts over the years, I've reached a simple conclusion about why conservatives are so much more successful in this medium. The answer is two-fold:

1. Conservatives connect with listeners because they approach most issues as if their position is completely logical. When someone on the radio says, "Tax cuts are good," "Affirmative action is blatant racial discrimination," or "Illegal immigration is bad," a listener knows that he agrees with the host on some very basic principles that are as obvious as knowing that 2 + 2 = 4. Liberals by definition, on the other hand, take such idiotic positions on issues like these that it doesn't take more than a few minutes for a listener to realize that he is listening to someone whose point of view does not work in the real world.

1. Conservatives connect with listeners because they bring such a good sense of humor to their shows. This, in my opinion, is what makes Rush Limbaugh the best talk radio host in the country. The combination of a light-hearted approach and the self-certainty I described in Item #1 makes a conservative talk radio show very entertaining. There is no need for a conservative radio host to rant about liberals -- he can simply point out that Al Gore is such a dope because he truly believes that 2 + 2 = 5.

LIberals by definition cannot be entertaining because most of their positions are so illogical that they must spend too much time either trying to rationalize them or complaining about anyone who opposes them.

33 posted on 12/08/2002 8:10:11 AM PST by Alberta's Child
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To: bigaln2
Heard on more than 600 stations, he reaches about 14.5 million listeners each week, according to an analysis of Arbitron ratings by Talkers magazine. Mr. Hannity, a rising second, reaches about 10 million. "That's not a mass audience when compared to other media," Mr. Harrison said.

They've got far more listeners than most cable channels have viewers. (Ahem...MSNBC...I'm looking in your direction...)
34 posted on 12/08/2002 8:15:03 AM PST by July 4th
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To: jtcribbs
NPR

I call it National Proletariat Radio.

It is actually more left-winged than Pravda in the old Soviet Union days. It is strange but they seem to have many segments about disadvantaged "poor people" in many African/Asian countries and their solution is always the United Nations involvement and increased UN funding. As if taxpayer money grows on trees – BUT to them taxpayer money is free and infinite supply.
35 posted on 12/08/2002 8:27:15 AM PST by BeAllYouCanBe
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To: anniegetyourgun
In the heat of drive-time squawk, he said, "That's easily thrown back in their face by making them look mealy-mouthed."

And mealy-mouthed translates into dishonest among ordinary people. Why? Because ordinary people understand that vague language is misleading. Paraphrasing Orwell, the need for euphemism in political discourse belies the desire to subvert the truth.

Liberals are masters of euphemism, and one gets the distinct impression that they lack the desire to make themselves clear because their motives are not what they say they are.

36 posted on 12/08/2002 9:00:35 AM PST by Reactionary
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To: Alberta's Child
"LIberals by definition cannot be entertaining"

Most liberal shows do revert to gutteral humor. In the San Francisco there is an afternoon drive-time show where two goofy 20-somethings talk about variants of sex and bathroom behavior. They do touch social issuse but only to demonize Republicans. One time I listened they when they were "baptizing" a person with the Roman Catholic liturgy in a toilet -- then they flushed. (I got sick and outraged.)

In afternoon drive-time I listen to Savage who is much more entertaining than Rush.
37 posted on 12/08/2002 9:04:46 AM PST by BeAllYouCanBe
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To: bigaln2
"...(S)aid Robert Thompson, a professor of media and popular culture at Syracuse University. Where radio conservatives have thrived by drawing hard distinctions between right and wrong, he said, "the liberal tradition as we understand it acknowledges a diversity of people and values."

Perhaps this clymer at Syracure University can tell us about the diversity offered up to conservatives on college campuses. Where conservative publications are stolen and conservatve speakers are routinely shouted down or are not even allowed to speak.

38 posted on 12/08/2002 9:25:45 AM PST by SKI NOW
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To: Reactionary
"Because ordinary people understand that vague language is misleading."

"Depends on the meaning of is, is."

39 posted on 12/08/2002 9:44:04 AM PST by Bob Mc
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To: BeAllYouCanBe
There are at least two NPR shows (the Diane Rehm Show and Talk of the Nation) that seem to fit the general description of talk radio.

They are syndicated (only to NPR stations AFAIK).

They don't seem to have any shortage of 'Rats calling in.

They seem to be financially successful.

Apparently the 'Rat leadership doesn't listen to them though as Clinton/Gore/Daschle don't recognize the shows' existence.

40 posted on 12/08/2002 10:24:32 AM PST by Paladin2
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