Fox News loses its grip on the culture wars
In any other election cycle, a viral Fox News gaffe would have registered only as a momentary laugh. Last week, reporter Lucas Tomlinson was covering a South Carolina rally for incumbent Republican Sen. Darline Graham, who is seeking to serve a full term following the death of her brother, Sen. Lindsey Graham. In reality, the event was more about Donald Trump, who had flown to the Palmetto State to help shore up Graham’s candidacy, which increasingly appears to be at-risk. Spotting a middle-aged white man with a beard, Tomlinson assumed he was about to get some choice footage of a gushing Trump superfan. Instead, Tom Hoyle, with an admirable deadpan, joked that he had turned out for the rally because he was too young to have witnessed the 1978 Jonestown massacre, in which 918 followers of Rev. Jim Jones died after drinking a fruit drink laced with poison. “There’s nothing like seeing a cult right up front, man,” he added.
“All right, maybe this is not a Trump supporter,” Tomlinson said, scurrying away.
The surreal moment capped what has been a desultory midterm election season for Fox, a network that bills itself as “news” but has long been seen by fans and detractors alike as Republican propaganda. Despite their largely worshipful coverage of the president, Trump has been complaining that the network isn’t doing enough to salvage the campaigns of the GOP.
“FoxNews is spending far too much time putting on the OPPONENTS of Republican Party Candidates,” he recently posted on Truth Social, echoing his prior complaints that the network focuses too much on the Democrats running this cycle than on their Republican opponents.
Trump is not wrong about the coverage tilt. According to Media Matters, during this election cycle the network has mentioned the names of Democratic candidates at over three times the rate of Republicans. That disparity, though, doesn’t mean the coverage is sympathetic. To the contrary: Fox producers likely recognize that this year’s GOP field of candidates is deeply uninspiring. Some, such as Vivek Ramaswamy, who is running for governor of Ohio, and Texas Attorney General Ken Paxton, who is seeking a Senate seat, are so repulsive that even lifelong Republicans can’t pretend to like them.
This season, Democratic candidates are making more compelling TV, particularly the charismatic incumbent Sen. Jon Ossoff, D-Ga., Michigan’s Senate nominee Dr. Abdul El-Sayed and Texas state representative James Talarico, who is running against Paxton. The most Fox News can hope for is to hijack these candidates’ ability to command attention, and then use it to drive negative polarization with endless “who do these people think they are?” outrage. But then again, the network knows its audience.
As Salon’s Sophia Tesfaye recently noted, it’s not like Fox News knows what else to do. The hosts, she writes, have been grabbing wildly at straws, praying they can find any story to spark culture war hysteria that will distract voters from serious issues like inflation, the war with Iran or the metastasizing deportation crisis. The network tried to make hay out of the French riots, but even Fox viewers struggled to see why student protests in Paris matter to America. It attempted to pretend Sen. Elissa Slotkin, D-Mich., was calling for mass arrests of young Republicans when she was asked during a recent appearance about holding the GOP accountable, but that never really caught on either. A last-minute gambit to feign outrage over Barack Obama’s recent joke comparing Trump’s White House decor to the Cheesecake Factory fizzled out as well, likely because it simply reminded people of how the current resident is defiling the People’s House.
Part of Fox’s problem is immediate. Many voters’ economic woes are sky-high, making it hard for culture war nonsense to feel relevant. But there’s also a longer-term problem for the network, which is that they don’t make as much sense as they used to.
Fox News has long existed to dress up gutter bigotries and far-right paranoia in the clothes of respectable news coverage, mostly through the use of dog whistles and innuendo. In the past, winks at some of the fouler ideas out there was enough to titillate the audience while keeping up the pretense of respectability. But now, that stuff seems dated and out of touch.
This is an era when, as Jamelle Bouie of New York Times said on YouTube, the actual president offers “Klansman-level racism” from the campaign stump, calling Black people “low IQ,” flinging a slur for transgender people at Democratic politicians and suggesting that El-Sayed’s Muslim faith makes him a terrorist. Right-wing social media, especially the Elon Musk-owned X, reads like Stormfront message boards from the 1990s, with Musk himself regularly promoting white nationalist ideas and memes. Former Fox hosts Megyn Kelly and Tucker Carlson offer their former employer stiff competition by being more dishonest and outrageous than the lawsuit-wary network can be, with segments suggesting only supermodel-hot women get raped or that Holocaust deniers have a point.
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But according to Salon’s Alex Galbraith, one Fox host seems to be getting sick of his network’s culture war strategy. Jesse Watters has complained openly on air about how bad the GOP is doing and how Fox coverage isn’t doing much to excite their audience. In one particularly telling segment, he lashed out about the relentless attention Fox News gives to non-stories from the WNBA, including hysteria over trans players, of which there are zero.
“I don’t want to push this story anymore!” Watters said. “I want to leave this story alone! I am no longer talking about the WNBA. As of now, I boycott this segment.”
Although his reasoning may differ, the host is right that the Fox fixation on the WNBA is stupid. The league has become such an obsession on the right because, plainly put, many male conservatives hate seeing female athletes perform feats they couldn’t even manage in their youth. They want to end professional women’s sports and return to the sexist delusion that all men are stronger and faster than all women. This much is evident in how real-life right-wingers behave toward the WNBA, such as going so far as to buy tickets so they can throw sex toys at the players.
Fox hosts are careful to never say outright that women shouldn’t play sports; that, as they well know, could alienate millions of Republican voters, especially women and fathers of female athletes who are more moderate on this issue. Instead, the network attempts to hijack the antipathy many conservatives feel toward female basketball players with their traditional wink-and-nudge coverage, pretending they want to “clean up” the sport. This preserves the illusion that the right doesn’t hate female athletes while portraying the players — the white ones at least — as fragile, helping to reassure an insecure male audience.
In the past, this kind of tap dance has worked. Now, as Watters implied, it’s floundering, feeling much too tepid when compared Fox’s online competitors and actual politicians flinging unprintable slurs. Watters suggested as much during another segment, when he argued that Republicans need more “fear porn” if they want to win.
His use of the word “porn” is telling. Watters was arguing that it doesn’t do to be coy any longer — that only the hard-core stuff will move the base. But for Fox News, that would come at the cost of losing advertising dollars and the eyeballs of less radical viewers. This is a true dilemma — and it’s one that couldn’t happen to a more deserving network.
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