Does the rise of McCain signal the demise of right wing talk radio? Wishful thinking from the opponents of conservative radio predicts that the selection of their least favorite option shows that they have lost their influence in the Republican Party.

The never had any influence. They do not exist to influence the Republican Party or any election. They exist to get ratings and to sell ads. Their subject matter is a means to that end. If they could dictate election outcomes with laser precision they would not exist without ratings.

While their appeal denotes that they have found an audience that was untouched by other media, it doesn’t mean that their audience represents the core or the majority of the Republican Party. The evangelical Christians also represent a significant segment of the Republican Party, but not the majority. The evangelical influence has also been largely overrated.

Like wise the smug cynicism of Bill Maher or vicious opinions of Keith Olbermann do not represent the majority of Democrats. They also exist to get ratings via an audience that is valued for their viewing rather than their votes.

The voters of both parties appear to have a voice of their own, but it does not dimish the audiences of the talking heads. Their audiences and the voters are not concentric groups.

The media sells and their product is easier to sell if it is angry, black and white clear, and hits the target audience’s emotional triggers. The gray areas, subtlety and complexity that comprise the reality of government policy and politics require a little depth and thought. The audiences of Rush Limbaugh and Bill Maher, Sean Hannity and Keith Olbermann want confirmation, not information. They want to feel good about what they already believe; they do not want to have their beliefs challenged.

Their market and their position will be secure no matter who wins.

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