Talk-radio types like Limbaugh taught generations of ambitious Republicans how to talk. Trump taught them what it meant to govern. https://t.co/6PMclcWqyO
— Tim Murphy (@timothypmurphy) June 4, 2021
A purely parasitic organization:
… The Republican Party has long been infused with an irrepressible hustle, what the historian Rick Perlstein calls “mail-order conservatism.” Talk radio and direct mail were not only effective at peddling reactionary politics to voters; they were also perfect vehicles to sell products, such as gold and home-security systems. For decades these conjoined strains of politics, entertainment, and marketing have eroded trust in public institutions and the media and provided a template for self-aggrandizement and enrichment. There is nothing really like this on the left; Infowars and Goop sell the same pills, but Gwyneth Paltrow is not fomenting rebellion…
But Trump’s presidency blew past the old frontiers: The performance of politics became the purpose of it, and the grind of governance became secondary to the responsibilities of posting. It was as if, after years of awkward but largely profitable power-sharing between conservative politicians and conservative media, the Republican Party at last stumbled upon the ultimate efficiency: What if both roles could be played by the same person? Trump once dreamed of spinning a losing presidential bid into his own media entity. During the pandemic, in lieu of crisis management, he turned briefings into a variety show, assembling a rotating cast of characters, and plugging an array of sponsors—MyPillow, Carnival, Pernod Ricard. You would not necessarily get good medical advice, but you would learn that Hanes is a “great consumer cotton products company” that’s being recognized more and more.
There was no issue grave enough to take seriously and no controversy too petty to weigh in on. Anything could be resolved via tweet, precisely because nothing really can; the ephemerality was the point. And a rising generation of politicians learned an important lesson about what conservative voters wanted. If Limbaugh taught them all how to talk, Trump taught them how to govern. His enduring gift was a caucus of content creators…
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