From Dan Shelly’s “Former News Radio Staffer Spills the Beans on How Shock Jocks Inspire Hatred and Anger” (AlterNet: 17 November 2008):
To begin with, talk show hosts such as Charlie Sykes – one of the best in the business – are popular and powerful because they appeal to a segment of the population that feels disenfranchised and even victimized by the media. These people believe the media are predominantly staffed by and consistently reflect the views of social liberals. This view is by now so long-held and deep-rooted, it has evolved into part of virtually every conservative’s DNA.
To succeed, a talk show host must perpetuate the notion that his or her listeners are victims, and the host is the vehicle by which they can become empowered. The host frames virtually every issue in us-versus-them terms. There has to be a bad guy against whom the host will emphatically defend those loyal listeners.
This enemy can be a politician – either a Democratic officeholder or, in rare cases where no Democrat is convenient to blame, it can be a “RINO” (a “Republican In Name Only,” who is deemed not conservative enough). It can be the cold, cruel government bureaucracy. More often than not, however, the enemy is the “mainstream media” – local or national, print or broadcast.
This is a common talk show tactic: If you lack compelling arguments in favor of your candidate or point of view, attack the other side. These attacks often rely on two key rhetorical devices, which I call You Know What Would Happen If and The Preemptive Strike.
Using the first strategy, a host will describe something a liberal has said or done that conservatives disagree with, but for which the liberal has not been widely criticized, and then say, “You know what would happen if a conservative had said (or done) that? He (or she) would have been filleted by the ‘liberal media.’ ” This is particularly effective because it’s a two-fer, simultaneously reinforcing the notion that conservatives are victims and that “liberals” are the enemy.
The second strategy, The Preemptive Strike, is used when a host knows that news reflecting poorly on conservative dogma is about to break or become more widespread. When news of the alleged massacre at Haditha first trickled out in the summer of 2006, not even Iraq War chest-thumper Charlie Sykes would defend the U.S. Marines accused of killing innocent civilians in the Iraqi village. So he spent lots of air time criticizing how the “mainstream media” was sure to sensationalize the story in the coming weeks. Charlie would kill the messengers before any message had even been delivered.