So says a poll by PublicPolicy Polling (PPC)
Our newest survey looking at perceptions of ABC News, CBS News, CNN, Fox News, and NBC News finds Fox as the only one that more people say they trust than distrust. 49% say they trust it to 37% who do not.
What are we to make of this? It suggests that trafficking in polarization is good for business. Logically if you can fill a consumer niche like Fox does, you’re going to make money and develop a brand loyalty. It reminds me of the interesting work that Jonathan Haidt is doing on conservative and liberal morality. He suggests that conservatives view loyalty as part of their morality system while liberals disregard loyalty as important to their moral order. So MSNBC’s attempt to be a “liberal FOX” is going to be of limited success. You never hear a conservative say “if Obama wins, I’m moving to Canada”!
via Andrew Sullivan
Comments 3
Kenneth M. Kambara — January 29, 2010
Interesting post, José. I've always seen Fox News as a brilliant marketing move. If there's a perceived "liberal bias" in news, offer up something completely opposite and remain "on code." Sager {on Andrew Sullivan's blog, linked above} thinks we seek what confirms our ideologies. I find that true on both ends of the spectrum, e,g., listening to Pacifica Radio, there are assumptions made by producers of the audience.
I wonder if Adina remembers the Wally George Show on a local Orange County, CA station, KDOC. Wally, who is Rebecca De Mornay's father {whatever happened to her?}, was a conservative talk show host who focused on dramaturgy. I think part of Fox's appeal, which I think Olberman & Maddow are trying also to cash in on, as well, are it's bashing tactics. Good "news" is like good reality TV, entertaining and preserving of the notion that it's "real." Additionally, I think because of prevailing ideologies in the US, Fox News can get a larger audience than, say, Democracy Now could ever get. I find Haidt's logic to be interesting and conceptually consistent with what we know of consumer behaviour, but practically speaking, Fox does have challenges. Can the network consistently appeal to both social and fiscal conservatives? What if a rival appears that's close to their "positioning," inducing switching behaviour. It's funny, as we've been talking about "centrism" here on ThickCulture, but the arguably centrist CNN has been struggling in the ratings.
Perhaps social conservatives should read up more on Alberta and interior British Columbia.
Again, interesting post.
jose — January 29, 2010
Ahhh Wally George...he and Morton Downey Jr. were trailblazers. Good times :-) I think in some ways you're better off with a marketing degree if you want to study politics these days!
Kenneth M. Kambara — January 30, 2010
Heh. I should have known you'd know Wally, as well. The problem with marketing is often the lacking of content in the message/massage. Oh, wait, maybe you're on to something.