I've finally figured it out. I was fooled by the quasi-journalistic trappings, Chris Wallace, the word "News" in the title. It may have been over ten years ago by now that Sumner Redstone said something along the lines that he'd rather have X number of Comedy Centrals than one CBS, i.e. a handful of brand-defined cable channels with small but reliable viewerships over one major network where the vicissitudes at the top can thrash balance sheets year-over-year.
Fox News just can't be taken too seriously anymore. It's boiled down its audience to its brand by going some extremely into the pure brand direction and it's not a growing brand, no matter circus sideshow periods when a Glenn Beck gets a few more curious eyeballs, the barker ginning up the media like
Morton Downey used to while holding a cigarette. It's the brand that was vanquished in the last election from all elective branches of the Federal government. It's the loser.
Sure, losers can come back, but unless we're actually watching the burning of the Republic live on Fox with Hannity, Cavuto, Van Susteren, Beck and Riley screaming I told you so live on the scenes, most Americans are not going to start watching. Just the hardcore audience, which they seem more focused on keeping than expanding.
Here's my new take: as long as the Republican Party is shackled to Fox News as their mouthpiece of choice, they will be condemned to being a minority party. Only when they stop going on Fox the way the Dems do (I mean, c'mon, Evan Byah,
who do you think you are?), when they shun the extremism that is tearing apart the Right itself.
For the length of the Bush Administration, starting with
John Ellis over at FNC calling the 2000 election
for his cousin George before all the other networks and arguably tipping the Electoral College, Fox News has seemed like the broadcast outlet for the Republican Party. Cheerleading for the Iraq War build-up and rarely criticising Presidents Bush (save Harriet Miers) or Cheney (not even when he shot an old man in the face). But it's changed.
Fox is no longer the voice of the Republican Party. The GOP is the voice of Fox News. These past two and a half months of the Obama Administration, it's begun seeming like the only reason the Party exists is to keep the voice of Fox News and, similarly, Rush Limbaugh alive. Not to challenge anything being said for any of these commentators on the Right or face approbation from an audience that has a greater allegiance to the TV personalities sharing their living rooms, kitchens, family rooms and dens, bedrooms and offices than they do to any currently serving Republican politician.
Ronald Reagan was a powerful brand. Eisenhower, Nixon for quite a while. Gerald Ford not so much.
Obama is now the largest and most sought-after brand on the planet. Fox News may catch a lucky break if things go from bad to worse, but with 3 1/2 years before the electorate can vote out Obama, it's a long shot that things won't feel better, especially because I think the very policies he's been putting into place are smart ways to help revivify our country.
Many Conservatives, i.e. Paleo and Libertarian, are realizing that they are prisoners of the Republican Party (with no where else to go, and I'd bet against a split into two smaller parties). The Republican Party is prisoner of Fox News. And Fox News is a prisoner of its core brand psychographic. Maybe the channel can't grow beyond a cable-sized winner, but it's a mistake to expect that it'll ever depict mainstream Liberal democratic thought with anything less than skepticism and most often contempt, because it can't afford to alienate it's core audience.
What's left is a kind of around-the-clock ideological performance art. How else can one describe Glenn Beck's program, which features him as a sort of overgrown baby, infantilized by his tantrums, fears and emotional swoons (a sense-memory master) as well as his appearance: the doughy face, virtually hairless, with those watery eyes rolling around in his head. Getting that core audience to cleave as closely to the breast of FNC-branded political entertainment as possible.
Once you rid yourself of the notion that Fox News is nothing more than reality TV, the Real Housewives or Kimora but as a live feed from their studios, it's harder to get worked up about it. They will always have their fans, and God help us that the most hardcore don't keep shooting folks like in Pittsburgh, but the acts on the channel have grown so nonsensical that they are limited from growing their audience large enough to change the fate of our government.
At least not this year.