Summary of "On the Media" Podcast Episode 4 - The Divided Dial

Release Date: May 9, 2023
Hosts: Brooke Gladstone and Micah Loewinger
Series: The Divided Dial (Five-Part Series)

1. A Bustling AM Radio Landscape in the Early 1980s

In the early 1980s, the AM radio dial resembled a vibrant town square, hosting a multitude of voices spanning the political and cultural spectrum. Among these voices was Alan Berg, a prominent liberal commentator who defied the stereotype of the abrasive shock jock. As Katie Thornton narrates, Berg’s appearance was more reminiscent of "a high school geography teacher than a shock jock" (00:32).

Notable Quote:

“With his gray shaggy mop top, scruffy beard and reading glasses perched on the end of his nose, Berg looked more like a high school geography teacher than a shock jock.” – Katie Thornton [00:32]

2. Alan Berg: A Liberal Voice Under Fire

Alan Berg employed a caustic style to confront bigotry, often clashing with callers espousing racist and anti-Semitic views. His confrontational approach made him both admired and despised. Berg’s assertiveness was palpable during intense exchanges, such as when he labeled a caller a Nazi (00:50).

Notable Quote:

“Sir, you are a Nazi by your very own admission. Thank you so much. If he said that's right, you heard it.” – Alan Berg [01:14]

Despite his influence, Berg's outspoken nature made him a target. Tragically, on June 18, 1984, Alan Berg was assassinated by members of the white supremacist group, the Order, marking a significant turning point in the landscape of talk radio (01:21).

Notable Quote:

“Alan Berg was shot and killed by a white supremacist. His murder a milestone on the road to an ever more violent radical right.” – Katie Thornton [01:45]

3. Reagan Administration and Radio Deregulation

The murder of Alan Berg coincided with significant regulatory shifts under President Ronald Reagan. Upon taking office in 1981, Reagan's FCC began dismantling the public interest policies established during the civil rights era. Former FCC counsel Mark Lloyd explains that Reagan's administration eliminated essential guidelines that once ensured radio stations served their local communities and maintained educational programming (11:05).

Notable Quote:

“We had ascertainments, we had a set of guidelines about how to serve local communities. It was an entire regime that enforced local service. Then Reagan came in, all of it was gone.” – Mark Lloyd [11:13]

The erosion of these regulations, including the weakening of the Fairness Doctrine, paved the way for a more homogenized and politically partisan radio environment.

4. The Emergence of Conservative Talk Radio and Rush Limbaugh

Amidst deregulation, conservative talk radio began its ascent, with Rush Limbaugh emerging as a pivotal figure. Initially struggling in various radio roles, Limbaugh found his niche in Sacramento in 1984, where he transformed his show into a platform focused on politics and conservative ideology (12:19).

Notable Quote:

“Welcome to the Rush Limbaugh program, a program exclusively designed for rich conservatives and right-minded Republicans and those who want to be either or both.” – Rush Limbaugh [13:54]

Limbaugh's ability to engage listeners, whether they agreed or disagreed, coupled with innovative syndication methods like the barter system, allowed his show to expand nationally. His provocative style resonated with a growing conservative audience, solidifying his position as a dominant voice in talk radio.

5. The 1996 Telecommunications Act and Radio Consolidation

The 1996 Telecommunications Act was a watershed moment that eliminated national ownership caps on radio stations, leading to unprecedented consolidation in the industry. Brian Rosenwald highlights how this deregulation spurred the creation of media giants like Clear Channel (now iHeartMedia), which amassed over 1,200 stations by 1998 (26:30).

Notable Quote:

“Consolidation and these big corporate ownerships create risk-averse companies, risk-averse executives, executives who want to program something that they know will work. And conservative talk is it.” – Brian Rosenwald [28:26]

This consolidation enabled companies to prioritize nationally syndicated conservative shows, such as Limbaugh's, over local and progressive voices. The economic model favored established conservative hosts, ensuring their widespread presence across various markets.

6. The Decline of Liberal Talk Radio and Persistent Conservative Dominance

Attempts to introduce liberal talk radio, most notably through Air America, failed to achieve lasting success. Issues such as financial mismanagement, lack of experienced hosts, and the dominance of conservative formats made it difficult for liberal voices to gain a foothold (31:03). Consequently, conservative talk radio continued to dominate, with companies like Salem Media Group playing a significant role in maintaining this imbalance.

Notable Quote:

“A lot of people in the radio business take the Air America failure and say, see? Liberal radio won't work.” – Brian Rosenwald [31:49]

Even after Rush Limbaugh's death in 2021, conservative talk radio remains overwhelmingly dominant, with 12 of the top 15 talk radio hosts identifying as conservative (32:25).

7. Reflections on the Current State and Future of Talk Radio

The episode concludes by examining the lasting impact of deregulation and consolidation on the radio landscape. Phil Boyce of Salem Radio Networks asserts that conservative talk radio remains robust, continuing to influence public discourse despite the loss of key figures like Limbaugh.

Notable Quote:

“We built the strongest conservative radio platform on the planet. You guys are great from morning, noon to night. And this battle will continue.” – Phil Boyce [35:16]

The narrative that conservative talk radio's dominance is solely attributable to Limbaugh is challenged, emphasizing the structural and regulatory changes that have entrenched conservative voices in the media ecosystem.

Conclusion

The Divided Dial meticulously traces the transformation of AM radio from a platform of diverse voices to a predominantly conservative arena. Through the lens of Alan Berg's tragic story and Rush Limbaugh's meteoric rise, the podcast highlights how regulatory shifts, technological advancements, and corporate consolidation have reshaped the media landscape. The episode underscores the enduring influence of deregulation and the strategic consolidation that have cemented conservative talk radio's dominance, leaving little room for liberal counterparts.

Notable Speakers and Contributors:

• Alan Berg: Liberal radio host whose assassination marked a turning point in talk radio.
• Katie Thornton: Narrator and host of the episode.
• Nicole Hemmer: Historian and author, providing insights into radio's technological and cultural shifts.
• Mark Lloyd: Former FCC counsel, discussing regulatory changes under Reagan.
• Brian Rosenwald: Author and analyst on the evolution of talk radio.
• Anne Nelson: Author addressing the implications of the Fairness Doctrine repeal.
• Phil Boyce: Senior Vice President at Salem Radio Networks, defending the current state of conservative talk radio.
• John Fia: Professor of history at Messiah Christian University, reflecting on evangelical support for conservative radio.

Timestamp Guide:

• Alan Berg's Radio Style: [00:15 - 01:19]
• Assassination of Alan Berg: [01:21 - 10:14]
• Rise of Talk Radio and Shock Jocks: [07:09 - 08:18]
• Fairness Doctrine and Reagan Deregulation: [11:05 - 16:32]
• Rush Limbaugh's Ascent: [12:19 - 23:46]
• Telecommunications Act and Consolidation: [25:05 - 30:08]
• Failure of Liberal Talk Radio (Air America): [30:45 - 32:25]
• Current Dominance and Future of Talk Radio: [32:36 - End]

For more insights and episodes, listen to The Divided Dial wherever you get your podcasts.