Today, some conservative voices such as Ben Shapiro and Steven Crowder take this logic a technological step further, embracing the silo-ing effects of social media algorithms to connect with those users most likely to engage with and disseminate their content. Later, as Fox News’ popularity and reach grew, it took a similar tack, promoting conservative media personalities like Bill O’Reilly, Sean Hannity, Tucker Carlson and Greg Gutfeld to preach to the right-wing choir. Ignoring their political opponents as potential listeners, they veered further and further to the right, garnering an increasingly homogeneous audience whom advertisers could easily target.
However, the combination of cable television, niche consumer targeting and President Ronald Reagan’s deregulatory FCC succeeded in toppling the mandate.īy 1987, conservative talk radio figures such as Rush Limbaugh embraced fully partisan approaches to content creation and audience accumulation. When the Federal Communications Commission introduced the Fairness Doctrine in 1949, radio and television broadcasters were required to present controversial ideas in a manner that reflected multiple perspectives. His truly unique skill is drawing in from that spectrum a massive, young, largely male audience that advertisers highly covet. He is also someone who has built an empire by introducing these ideas – and a wide range of others – to listeners from across the political spectrum. Rogan is not just a purveyor of right-wing ideologies. However, what makes Rogan’s rise particularly important is that it goes beyond the standard partisan political battling that Americans have grown accustomed to in social and broadcast media.
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