In a column that takes the latest lowpoint in American life and letters – O.J. Simpson’s now not-to-be-published “hypothetical” confessional, “If I Did It” – as its jumping-off point, Sidney Blumenthal offers the following observation on Rupert Murdoch:
Murdoch’s media empire is a kingdom of kitsch. Whether as entertainment or news, talk shows or song contests, the aesthetic is consistent. (The ironic social commentary of “The Simpsons,” not to be confused with O.J. Simpson, is the exception that proves that rule.) Murdoch’s programming almost invariably traffics in faux-populist identities of the privileged and powerful battling phantom (liberal) elites. Murdoch-ism aims to unmask the great and the good as charlatans, frauds and crooks, proving that even as they masquerade as worthy they are really as cynical as he is. The programs delight in bullying and humiliating little people to provide vicarious drama for viewers similar in social background to those being embarrassed but who feel bigger and stronger and identify with the cranks posing as domineering father figures. This sadomasochistic exchange appeals to the authoritarian conservative personality. The hip Simon Cowell, host of “American Idol,” is just a variation on the theme of Bill O’Reilly, with the notable difference that he has an actual talent as a music producer. [emphasis added]
This is a key aspect of any authoritarian political project – the recruitment and inclusion of a segment of those to be ruled over as being “in on it.” Murdoch, as usual, is a few steps ahead of the game here – his media empire promotes all the attitudes necessary for an authoritarian culture: deference to authority above all else; mockery of outsiders/minorities; creation and fuelling of moral panics, real and imagined (see the endless coverage of “Amber Alerts,” missing white women and the “War on Christmas”).
What’s both most depressing and most hopeful about the column and a study of Murdoch’s career is just how quickly he has effected many of these changes, especially in American media culture – Fox News is only a decade old. There’s no silver bullet to create a more responsible discourse, but Murdoch’s success shows that a determined effort (and, yes, lots and lots of money) can move the ball pretty far, very quickly.