Jonathan Last offers a long retort to the notion that Rush Limbaugh is a significant influencer of American politics, much less the de facto leader of the Republican Party. He rejects, for example, the notion that having a large audience necessarily matters:
Consider television. From 1998 to 2005, Everybody Loves Raymond was among the top 15 rated shows on TV. For five of those years it was in the top 10. It averaged 17.4 million viewers. Was Everybody Loves Raymond influential? I would argue that the show left a very small–maybe non-existent–cultural footprint.
If you sift through the Nielsens from recent years, you’ll find a number of highly-rated shows pulling in tens of millions of viewers, which were basically invisible after the credits rolled. This is true even at the very top of the heap: CSI and Home Improvement each finished #1 overall and yet, had they been canceled in the middle of their ratings dominance, I doubt anyone would have noticed.
The obvious rejoinder is that Raymond existed solely to make us laugh (and thereby sell high priced ad space) while Rush, although no doubt an entertainer, is in fact trying to persuade his audience toward his political viewpoint.
Well, I’ll assume that Limbaugh can send a crowd of people toward a weblink if he mentions it on his program or his website. But crashing a server doesn’t take all that much. Slashdot and Boing Boing can do that, too. Can Limbaugh sell books? I’m not being pedantic–I honestly don’t know the answer to this question. But if Limbaugh really is influential, then the mere mention of books he likes ought to be enough to routinely put them high on the NYT’s best seller list for weeks, the way Oprah Winfrey’s approval does.
He’s managed to get a couple of (frankly, not very good) books of his own atop the bestseller list. Otherwise, I don’t know.
Well, I’ll assume that Limbaugh can send a crowd of people toward a weblink if he mentions it on his program or his website. But crashing a server doesn’t take all that much. Slashdot and Boing Boing can do that, too. Can Limbaugh sell books? I’m not being pedantic–I honestly don’t know the answer to this question. But if Limbaugh really is influential, then the mere mention of books he likes ought to be enough to routinely put them high on the NYT’s best seller list for weeks, the way Oprah Winfrey’s approval does.
I understand that Limbaugh (and other conservative talk-radio hosts) weighed in heavily against the Bush immigration deal. That deal failed. But was this because of Limbaugh? Maybe. But presumably Limbaugh was against a great number of other Bush initiatives that passed–No Child Left Behind, Medicare prescription drugs, the omnibus energy bill, the Detroit bailout.
Well, the Detroit bailout failed in Congress and Bush just did it anyway. But otherwise, that’s right.
The 2008 primary season provided a particularly good indication of Limbaugh’s level of influence. He seems to have supported Mitt Romney. Despite Limbaugh’s support, Romney received only 4.7 million votes. The candidate Limbaugh favored least and argued against most–John McCain–won the nomination. Again, I’m not a devotee of Limbaugh’s show, but my sense is that Limbaugh made his distaste for McCain very apparent. Republican primary voters paid little heed.
Quite true.
After the Romney flame-out, Limbaugh began promoting what he called “Operation Chaos,” where he instructed listeners to vote for Hillary Clinton in Democratic primaries. Limbaugh claimed a good deal of credit for her subsequent victories, but I’ve never seen any data which suggests that his influence was significant, let alone decisive. To the contrary, almost all of the Democratic primary results–both before and after “Operation Chaos”–fit within a stable racial, socio-economic model.
Yup.
Limbaugh’s powers of influence seem more on the level of Howard Stern. At his peak, Stern drew about 13 million listeners, which is in the ballpark with the 14 million or so Limbaugh has drawn through most of this decade. Like Limbaugh, Stern was credited with having a great deal of influence on his listeners. But that influence never really materialized beyond his ability to get people to tune in to a show he was giving away for free. Stern’s one attempt at translating his influence to the movies failed–the 1997 Howard Stern’s Private Parts opened to $14 million and grossed only $40 million. And when Stern moved to subscription-based satellite radio, his audience let him go without a second thought.
Ouch.
