Rupert Murdoch, a name that elicits both admiration and controversy, has left an indelible mark on the world of media. While some may debate whether his accomplishments were ultimately beneficial or detrimental, one cannot deny the sheer magnitude of his influence. In the spirit of Kendall Roy memorializing his father, Logan, in the HBO series “Succession,” we’ll delve into the legacy of Rupert Murdoch – a man who didn’t achieve his goals the polite way but left an undeniable imprint on the media landscape.
Murdoch’s media empire thrived on passion and grievance, which he adeptly transformed into power and wealth. His tabloids were not driven by a desire to mold readers’ ideals but rather to cater to them as they were. This approach encompassed everything from pinup features to scandalous headlines and prize giveaways.
Over the years, Murdoch’s properties underwent a transformation in their definition of “elite.” They shifted from simply having more wealth to possessing perceived cultural capital. This shift would prove pivotal in the rise of nationalist politics in the 21st century and Fox News’ dominance. Remarkably, Murdoch navigated these waters while living the life of a jet-setting billionaire.
In the 1970s, Murdoch extended this model to the United States with his acquisition of The New York Post. However, this was just a prelude to his grander project – acquiring 20th Century Fox and applying his tabloid-style approach to the entertainment and broadcast industry.
The birth of the Fox broadcast network in 1986 marked a significant milestone. Still, Murdoch’s true news philosophy and conservative politics found their fullest expression in Fox News Channel, which he co-launched with Roger Ailes in 1996.
Fox News was more than just news; it was a visceral experience. Its aesthetics, inspired by conservative talk radio and the dynamism of sports broadcasts, set it apart. Yet, Fox’s brand extended beyond style; it proclaimed itself “Fair and Balanced,” implying that other news outlets were neither. “We Report, You Decide” suggested that viewers needed someone else to make decisions for them.
While Fox promised news, it was feelings that constituted its true currency. Making viewers feel emotions, whether anger, betrayal, or fear, was essential to maintaining their engagement. Fox’s emotional tone and its conservative stance evolved with the times. It adopted jingoism during the Bush era, sowed doubts about Barack Obama’s identity, and even popularized the infamous “war on Christmas” narrative.
Fox News presented news as a serial drama filled with heroes and villains, victory and peril. Each new twist had to surpass the last, continually escalating the stakes. The Bush era gradually gave way to Glenn Beck’s intricate conspiracy theories, and Tucker Carlson later mainstreamed the divisive “replacement theory.”
However, Murdoch’s creation was far from straightforward and contained inherent contradictions. The formula that worked for Murdoch’s tabloids – blending lowbrow entertainment with right-wing populism – led to the Fox paradox. The entertainment wing of Murdoch’s empire produced both brilliant inventions like “The Simpsons” and “The X-Files” and tawdry disasters like “Who Wants to Marry a Multimillionaire?”
This knack for provoking reactions and sustaining attention would later define the candidacy and presidency of Donald J. Trump. Trump, a devoted Fox viewer, harnessed the network’s appeal, intuitively understanding what its audience desired. He offered a purer, more thrilling version of the Fox formula, thereby luring away its viewers. This shift occurred despite Fox’s own flirtations with divisive rhetoric and misinformation.
If reports of Murdoch’s disdain for Trump are accurate, it’s a curious twist in his late career. Fox News found itself entangled in the aftermath of Trump’s election loss, culminating in a $787.5 million settlement for a lawsuit related to its election coverage. The network subsequently parted ways with star host Tucker Carlson, who had become a liability. Fox also faced competition from right-wing networks and platforms that embraced a more extreme MAGA sensibility.
There’s a certain poetic justice in Murdoch and his network losing control of the same passion, fury, and sense of righteous indignation that Fox News had harnessed to conquer the ratings. While stoking that flame was one thing, attempting to temper it proved to be another challenge altogether.
In conclusion, Rupert Murdoch’s legacy is a testament to the audacity of his media empire and the lasting impact it had on news, politics, and American culture. Whether viewed as a force for good or bad, his influence is undeniable, and his imprint on the media landscape is indelible.
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