MSNBC just fired Michael Savage, a gent whose on-air "political commentary" lived up to his assumed surname. The official reason was that he had crossed some line of propriety when he told an abusive caller to "get AIDS and die." But of course, the real reason he was sacked was that his ratings were in the toilet…far lower than those of the show that had been axed to make room for him. His "act" was always what it was, the network knew the kind of remarks he always made, and that's what they bought in the first place.
The thing I never see discussed with regard to folks like Savage is this: It is an act, at least to some extent. Talk radio, from whence he came, is full of people who realized one day that a certain kind of hysterical ranting, especially keyed to certain issues, was the way to attain fame and fortune. The few times I heard Savage, he struck me as a guy who was well aware that if he didn't fill the airwaves with crazed invective, he'd probably be assistant manager at a Wendy's somewhere. There is a marketplace mentality to almost every kind of entertainment, whereby suppliers imitate what seems to be selling. Right-wing bigotry and trashing liberals is often quite commercial, and Savage has done quite well for himself in the bookstores and on radio with that routine. (When people ask why there's no significant liberal talk radio, I think the answer is simple: No one's gotten rich doing it. As soon as someone does, there'll be dozens more.)
Whether Savage or any of those folks really believe what they spew is almost beside the point. Probably to some extent, they do. It is not uncommon in the world to start believing your own hyperbole. Years ago, I produced a TV special which involved Vince McMahon and a couple of the top W.W.F. wrestlers. The main thing I learned about wrestling was that even though the feuds are scripted, they tend to become true in some ways. We had Hulk Hogan and "Rowdy" Roddy Piper on the show and we literally could not have them in the studio at the same time. The real human beings had grown to detest each other in much the same way that their ring characters then did. I guess if I were being paid to scream at you, call you names and body-slam you to the canvas, you might not become too fond of me.
Tomorrow, if I were lusting for cash and recognition and all the things people get into broadcasting for, I might decide talk radio was my easiest point of access. And I might look at recent success stories and emulate what's working, perhaps kicking it up a notch or three to get attention. It might only mean exaggerating my own viewpoints a bit but it might also mean inverting them. Either way, if I went on the air and had to fill a lot of hours flogging my worldview, keeping it interesting and getting attention, my opinions would change. I'd get reinforcement from those who phoned up to cheer me on, and another kind of reinforcement from the jerks who called up to tell me off. If attacking Hillary Clinton (to pick an easy target) got me better ratings, better money, book deals, etc., I might spend a lot of time attacking her and finding reasons to attack her. And since I didn't want to feel like a complete hypocrite when I went to bed each night, I'd probably decide that, yes, I might be exaggerating occasionally in order to keep it interesting but that I really believed what I was spending my life yelling about.
This kind of thinking — the motive of success over sense — seems so obvious to me when I see a Michael Savage, an Ann Coulter, a Bob Grant, etc. I even see it in liberal pundits and performers, though there's still more money in demonizing Clintons than there is in Bush-bashing, so there's less of that at the moment. But it will change. Do we really think that Arianna Huffington experienced a sudden catharsis that moved her from all the way from the right-wing to the left? Or did she maybe realize that the conservative punditry was getting overpopulated, that she could not compete with the Coulters of the world and that it might be smart to stake out the "attractive female activist" side of that street before it got too crowded? Pendulums do swing and there will soon be a liberal Michael Savage and — who knows? — it might even be Michael Savage.