One of the things I found fascinating about the film The Brain Washing of My Dad was the importance of Fox News to the American right-wing extremist movement.
The John Birch society was a cauldron of right-wing extremism in America. As Claire Conner, author of a book called, Wrapped in the Flag: What I learned growing up in America’s Radical Right, How I Escaped and Why My Story Matters, said, “the John Birch Society was built on the theory that Communism was right around the corner.”
The Society believed that the bad communists were not just in Russia, or China, or Cuba, they were right here in America and in particular in our government. The John Birchers were considered nutty and extreme, which they were, so they resisted these attacks. In the election of 1964 where Barry Goldwater got hammered by Lyndon Johnson, partly because he had so many supporters in the John Birch Society, that many thought he must be as nutty as the Birchers. At the time, the American right was considered nutty or worse.
David Brock wrote a book called The Conservative Noise Machine in which he explained how one of the first things conservatives did after the humbling defeat in 1964 was to attack the media on the basis of liberal media bias. As he said in the film, “the campaign to discredit the media would lay the groundwork for the vast alternative media that would come later.”
A central player in the media take down was Roger Ailes, the head of Fox News. Gabriel Sherman wrote a book about him, The Loudest Voice in the Room: How the brilliant bombastic Roger Ailes Built Fox News and Divided the Country. As Sherman said, “Roger Ailes understood one thing about television. He understood that television is about emotion. And you need to communicate to the audience and hook into them on an emotional level.” Fox News embodied this insight and it did that with heart and soul.
Added that, Fox found that in America bombast engages. You can still see that on Fox today. Many Fox commentators are brimming with bombast. They don’t like namby-pamby. They like the extreme.
Richard Nixon exemplified how this worked. In the 1960s he debated John F. Kennedy and in the debates he looked slick with sweat and was acknowledged to be very smart and tough but he came off looking badly compared to Kennedy. He lost in a very close election.
As we all know Nixon came back. He picked himself off the ground and later became President of the United States. In 1968 when he ran again in a campaign for the presidency with Eugene McCarthy, Nixon knew he needed a media guy in his campaign. Roger Ailes was that man. And Ailes taught Nixon how to play the media.
Ailes was the power behind the sound bite. He taught Nixon to keep his sentences short with real bites. Short snappy one-liners that can stick in the audience’s mind. According to Sherman, Ailes told Nixon that America was dumb and would not understand him unless he kept his message simple. He should boil down his message and they would get it. As a result, Nixon learned to master TV which had become a mass medium in the late 1960s. And that made all the difference.
Years later Donald Trump learned the same message. Keep it simple stupid. Or perhaps, ‘Stupid, keep it simple, would be more like it.
According to Sherman in a memo in 1970, Ailes said “Television had become such an important instrument, because people are lazy and want someone to do their thinking for them. It became the blueprint for Fox News.” Later Roger Ailes said, “There are simple things the American people believe in. It is the reason that John Wayne is still one of the top 5 actors of all time 40 years after he died. You knew all about him: Don’t touch my woman; don’t draw a gun on me; don’t take my horse.”
When nuance becomes nonsense, truth flies out the door.
Reese Schonfeld, the founding President and CEO of CNN said this about TVN the news network for which Ailes worked at the time. He said they wanted to be like a tiny tugboat pulling the Queen Mary a little farther right, and again further right to get the good ship to move as far right as he could. He said this about Ailes: “He didn’t know much about news then and I’m not even sure he knows much about news now, but he sure does know television. He knows as much about television in the country as anyone and by the way he’s a great propagandist.”
When Ailes moved to Fox News it exploded in popularity and with it the interest in right-wing extremism. It engaged. Like nothing else on cable TV.