SALON

Tuesday, Jul 2, 2013 11:45 AM UTC

Will Fox News change with America?

After I left the network in 2011, I wondered how it would adapt to a new country. The answer is it won't

By

Topics: Fox News, Sarah Palin, Roger Ailes, Sean Hannity, Bill O'Reilly, IRS, Scandal, Benghazi, Marriage equality, Michele Bachmann, Barack Obama, Cable News, Editor's Picks, , ,

Will Fox News change with America?Sarah Palin, Roger Ailes (Credit: AP/Fred Watkins/Reuters/Fred Prouser)

As many Americans know, the Supreme Court made history on Wednesday, by affirming marriage equality and clearing the way for gay couples to marry in California. But if you were watching Fox News at the time, this momentous occasion might have eluded you.

Sure, the cable network covered the DOMA decision as it broke mid-morning, giving the essential details to viewers. But then it swiftly moved onto what it apparently deemed more urgent stories, like an IRS credit card spending spree on porn and wine, a Keystone Pipeline corruption scandal featuring a billionaire supporter of the president, and President Obama’s allegedly lavish trip to Africa.

As someone who worked at Fox News for two and half years, I can tell you this coverage decision wasn’t surprising — it fits right into the network’s strategy.

I was employed by Fox for two and half years, beginning in 2008 and ending in 2011. Unlike other former Fox producers who’ve caused a stir, I’m not here to dish juicy tidbits about secret meetings or specific anchors. I have no gripes to share about the No. 1 rated cable news channel. But my time there — beginning on the cusp of the Obama age in 2008 as a guest booker for Foxnews.com’s “Strategy Room,” and ending in 2011 working on “Freedom Watch” with Judge Andrew Napolitano — did give me valuable insight into the network.

As I watched Wednesday’s coverage of the DOMA ruling, I viewed it from a larger angle, focusing on the overall direction the network has taken in an Obama second term. The first term, of course, featured an opinion lineup whose mission was to make him a one-term president — and famously fell apart quickly on Election Day. Witnessing the epic on-air breakdown by Karl Rove, followed by a hectic race down the hallway by Megyn Kelly to ask pollsters if the Ohio victory call was accurate, I was curious to see where this Fox train would go next. Which direction would Roger Ailes, the dual genius of TV production and political strategy, take, with a country seemingly shifting more left of center?

The choice before Ailes was simple: Move Fox back to a more moderate center, or continue to be the reflexive critic of Obama, serving his audience the red meat conservative opinion it relies on, with hopes of a repeat of the 2010 Republican midterm shellacking in 2014.

In making this decision, the considerations were obvious: What would both rate well and help the GOP at the ballot?

To figure out which direction Ailes took, consider the stories Fox has covered at length following Obama’s reelection: the already months-old Benghazi attack, Obama trying to tighten gun laws, the IRS targeting conservatives, and wall-to-wall Associated Press hacking outrage. The first six months of Obama’s second term may not be a time of conservative achievement, but it sure has been entertaining for Fox loyalists.

The network’s decision to remain steadfast to the right — even with a convincing Obama victory marked by a big majority of Latinos and young Americans clobbering the GOP’s electoral hopes — might seem like a miscalculation. But like anything Ailes does, it has been well thought out and planned.

For the president’s first term, Ailes had a concrete theme to captivate his audience: a president in over his head, delivering socialist policies that were wrecking the country and needed to be stopped. Then, in 2013, with Obama reelected and Fox’s audience dejected, the new objective was less clear. January 2013’s prime-time ratings were down to a 12-year low in the important 25-54 demo. Ailes had to think of a way to keep his network strong.

At Fox, the core audience is adoringly referred to as the “heartland” and Ailes knows he can’t ever veer too far away from it. But he also is faced with having to pick a side in the Republican civil war between the so-called moderates and the right-wing zealots. The solution: pick and choose your spots. On one hand, have your network continue catering to the fringe — and on the other, moderate where possible, with stars like Bill O’Reilly endorsing the Senate immigration bill and Sean Hannity all but conceding “just let them all in and move on.”

So, Fox continued to cover the Benghazi tragedy until other networks followed suit. The Newtown tragedy occurred later, and Fox covered the incident with the proper level of seriousness it merited. Then, with time passing and emotions less raw, Ailes had a new story to reignite the base, prepping it for the inevitable door knock from Obama coming for their guns.

The weeks flew by, and an “IRS targeting conservatives” story broke, setting up a new narrative: Obama scandal. When news of the Department of Justice hacking into the Associated Press’ phones broke, Fox had a full-blown circus of scandal ready to reignite a dejected base.

That helped get him through the first few months of Obama’s second term. But Ailes is always focused on the long game, or in this case: 2016. Scandal works now, but he needs to start thinking about the next election, and how to help make the conservatives contenders again.

Reenter Sarah Palin.

Why the quickie makeup with Palin, bringing her back to Fox just six months after she left? My guess is Ailes was trying to re-create the magic of 2010-2012, when he had five potential presidential candidates on the payroll, spiking his ratings by making his stars part of the story. He knows the buildup for the 2016 presidential election will start earlier than in any previous election cycle, with viewers glued to Fox the moment the midterms end. Can he and Palin once again build excitement at the possibility of her running? Might some more potential 2016 hopefuls start popping up on Fox, like future ex-Rep. Michele Bachmann, future former Virginia Gov. Bob McDonnell, or former Indiana Gov. Mitch Daniels? A master at producing good television, Ailes has already planted the seeds for the new narrative that will carry Fox forward: a fight to end the eight-year Democratic presidential run, with the icing of possibly defeating a Clinton for the first time.

So, even though the country is changing, becoming more socially liberal and supportive of economic justice, Fox News looks like it will stick to the same playbook that has kept it No. 1 for 11 years. Watching now from the outside, I can see the magic at work once again.

Jordan Chariton

Jordan Chariton is a politics, media and culture writer. He has previously produced for Foxnews.com’s “Strategy Room,” Fox Business Network’s “Freedom Watch,” and MSNBC Dayside. Follow on Twitter at @JordanChariton. More Jordan Chariton.

You Might Also Like

More Related Stories

Featured Slide Shows

7 motorist-friendly camping sites

close X
  • Share on Twitter
  • Share on Facebook
  • Thumbnails
  • Fullscreen
  • 1 of 9

Sponsored Post

  • White River National Forest via Lower Crystal Lake, Colorado
    For those OK with the mainstream, White River Forest welcomes more than 10 million visitors a year, making it the most-visited recreation forest in the nation. But don’t hate it for being beautiful; it’s got substance, too. The forest boasts 8 wilderness areas, 2,500 miles of trail, 1,900 miles of winding service system roads, and 12 ski resorts (should your snow shredders fit the trunk space). If ice isn’t your thing: take the tire-friendly Flat Tops Trail Scenic Byway — 82 miles connecting the towns of Meeker and Yampa, half of which is unpaved for you road rebels.
    fs.usda.gov/whiteriveryou


    Image credit: Getty

  • Chattahoochee-Oconee National Forest via Noontootla Creek, Georgia
    Boasting 10 wildernesses, 430 miles of trail and 1,367 miles of trout-filled stream, this Georgia forest is hailed as a camper’s paradise. Try driving the Ridge and Valley Scenic Byway, which saw Civil War battles fought. If the tall peaks make your engine tremble, opt for the relatively flat Oconee National Forest, which offers smaller hills and an easy trail to the ghost town of Scull Shoals. Scaredy-cats can opt for John’s Mountain Overlook, which leads to twin waterfalls for the sensitive sightseer in you.
    fs.usda.gov/conf


    Image credit: flickr/chattoconeenf

  • Nordhouse Dunes Wilderness Area via Green Road, Michigan
    The only national forest in Lower Michigan, the Huron-Mainstee spans nearly 1 million acres of public land. Outside the requisite lush habitat for fish and wildlife on display, the Nordhouse Dunes Wilderness Area is among the biggest hooks for visitors: offering beach camping with shores pounded by big, cerulean surf. Splash in some rum and you just might think you were in the Caribbean.
    fs.usda.gov/hmnf


    Image credit: umich.edu

  • Canaan Mountain via Backcountry Canaan Loop Road, West Virginia
    A favorite hailed by outdoorsman and author Johnny Molloy as some of the best high-country car camping sites anywhere in the country, you don’t have to go far to get away. Travel 20 miles west of Dolly Sods (among the busiest in the East) to find the Canaan Backcountry (for more quiet and peace). Those willing to leave the car for a bit and foot it would be remiss to neglect day-hiking the White Rim Rocks, Table Rock Overlook, or the rim at Blackwater River Gorge.
    fs.usda.gov/mnf


    Image credit: Getty

  • Mt. Rogers NRA via Hurricane Creek Road, North Carolina
    Most know it as the highest country they’ll see from North Carolina to New Hampshire. What they may not know? Car campers can get the same grand experience for less hassle. Drop the 50-pound backpacks and take the highway to the high country by stopping anywhere on the twisting (hence the name) Hurricane Road for access to a 15-mile loop that boasts the best of the grassy balds. It’s the road less travelled, and the high one, at that.
    fs.usda.gov/gwj


    Image credit: wikipedia.org

  • Long Key State Park via the Overseas Highway, Florida
    Hiking can get old; sometimes you’d rather paddle. For a weekend getaway of the coastal variety and quieter version of the Florida Keys that’s no less luxe, stick your head in the sand (and ocean, if snorkeling’s your thing) at any of Long Key’s 60 sites. Canoes and kayaks are aplenty, as are the hot showers and electric power source amenities. Think of it as the getaway from the typical getaway.
    floridastateparks.org/longkey/default.cfm


    Image credit: floridastateparks.org

  • Grand Canyon National Park via Crazy Jug Point, Arizona
    You didn’t think we’d neglect one of the world’s most famous national parks, did you? Nor would we dare lead you astray with one of the busiest parts of the park. With the Colorado River still within view of this cliff-edge site, Crazy Jug is a carside camper’s refuge from the troops of tourists. Find easy access to the Bill Hall Trail less than a mile from camp, and descend to get a peek at the volcanic Mt. Trumbull. (Fear not: It’s about as active as your typical lazy Sunday in front of the tube, if not more peaceful.)
    fs.usda.gov/kaibab


    Image credit: flickr/Irish Typepad

  • As the go-to (weekend) getaway car for fiscally conscious field trips with friends, the 2013 MINI Convertible is your campground racer of choice, allowing you and up to three of your co-pilots to take in all the beauty of nature high and low. And with a fuel efficiency that won’t leave you in the latter, you won’t have to worry about being left stranded (or awkwardly asking to go halfsies on gas expenses).


    Image credit: miniusa.com

  • Recent Slide Shows

  • Share on Twitter
  • Share on Facebook
  • Thumbnails
  • Fullscreen
  • 1 of 9

Related Videos

Comments

Loading Comments...

follow salon

Most Read

Popular on Reddit

links from salon.com

vote
Let's Stop Screwing Around and Impeach James Clapper: After lying to Congress about all the different ways the NSA's spying on us, Director of National Intelligence James Clapper lies about how he lied. Call the White House at 202 456-1111 and Tell Obama to Get Rid of Clapper
521 points522 points | 26 comments
vote
Let's Stop Screwing Around and Impeach James Clapper: After lying to Congress about all the different ways the NSA's spying on us, Director of National Intelligence James Clapper lies about how he lied. Call the White House at 202 456-1111 and Tell Obama to Get Rid of Clapper
438 points439 points | 32 comments
vote
Yes, there is a better search engine (1998)
98 points99 points | 30 comments
vote
Machiavelli doesn’t belong to the 1 percent | "The Prince" is oft-quoted on Wall Street, but its author was a hero of the working class who despised elites
93 points94 points | 33 comments
vote
Let's Stop Screwing Around and Impeach James Clapper: After lying to Congress about all the different ways the NSA's spying on us, Director of National Intelligence James Clapper lies about how he lied. Call the White House at 202 456-1111 and Tell Obama to Get Rid of Clapper
90 points91 points | 9 comments

From Around the Web

Presented by Scribol
listener_new_rect The Listener: "The Joker": Laughing at life's deepest sorrows