## MSNBC's Decline and Loss of Influence - [[MSNBC]] will no longer be the primary outlet for liberal [[Democratic Party (United States) | Democratic party]] consensus making, which is seen as a positive development due to its perceived destructive influence on the left populist class-first movement that could have challenged [[Donald Trump]] [(00:00:08)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=8s). - MSNBC's credibility has been severely damaged, marking the end of an era [(00:00:26)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=26s). - On a recent episode of [[Morning Joe]], hosts [[Joe Scarborough]] and [[Mika Brzezinski]] expressed views on capitalism with "guardrails," which is similar to what [[Bernie Sanders]] and his supporters have been saying for years [(00:01:12)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=72s). - [[David Sirota]], a senior adviser and speechwriter to Bernie Sanders, pointed out the hypocrisy of Morning Joe's sudden change in stance after years of vilifying those who held similar views [(00:01:44)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=104s). - The ratings collapse of MSNBC has been significant, with Morning Joe experiencing a 12% drop in total viewers from Tuesday to Wednesday and a 177% drop since Monday, according to [[Nielsen Media Research]] data [(00:02:21)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=141s). - MSNBC's prime-time audience has declined by over half, while [[CNN]] lost 35% of its audience, and Fox's numbers reportedly grew [(00:02:58)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=178s). - [[MSNBC]] was launched in 1996 as a joint venture between [[NBC News | NBC]] and [[Microsoft]], but the relationship ultimately collapsed in 2012 during Barack Obama's presidency [(00:03:13)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=193s). - In its early years, MSNBC sought to do for the left what Fox did for the right, but it didn't start that way, and the network gradually leaned left during the [[Iraq War]], giving hosts like [[Keith Olbermann]] room to air grievances against the [[Presidency of George W. Bush | Bush Administration]] [(00:03:24)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=204s). - The network's shift to the left was not always the case, as evident from a 2006 dust-up between [[Amy Goodman]] and [[Chris Matthews]] over the firing of [[Phil Donahue]], who was expressing an anti-war point of view on the eve of the election [(00:03:49)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=229s). - MSNBC had a tug-of-war between the left and the center, as well as between the network and NBC, which has been ongoing since its inception [(00:04:42)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=282s). - In 2008, MSNBC was considering hiring [[Rachel Maddow]], and [[The New York Times]] reported that the network was shifting its evening programming further to the left due to the success of Keith Olbermann's rants against the Bush Administration [(00:04:28)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=268s). ## The Rise and Fall of MSNBC's Anti-Trump Era - By 2016, news consumers had more options for video content, including [[YouTube]] channels and social media, leading to a shift in how audiences consumed news [(00:05:03)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=303s). - Cable networks, including [[MSNBC]] and [[CNN]], began to occupy a niche and appeal to a loyal viewership, rather than trying to appeal to the most people possible [(00:05:37)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=337s). - The rise of Trump led to a spike in interest in news, and MSNBC and CNN both adopted an anti-Trump stance, which led to some of their best years, with MSNBC even outpacing CNN [(00:05:33)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=333s). - Morning Joe's success was due to its niche approach, being more casual and stylish than other morning shows, and its ability to build trust with its loyal audience [(00:06:09)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=369s). - Joe Scarborough's sudden pivot on Trump caused the show to shed viewers, breaking the trust that the show had built with its audience [(00:06:29)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=389s). ## Krystal Ball's Experience and MSNBC's Shift - [[Krystal Ball]] worked at [[MSNBC]] during the Obama years, first as a contributor and then as a host, before going on to find success in independent media, including the creation of Breaking Points with her co-host and business partner [[Saagar Enjeti]] [(00:06:56)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=416s). - MSNBC offered a contributorship in 2011, and later that year, a hosting position on "The Cycle", a role that lasted until mid-2015 [(00:08:00)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=480s). - The network's coverage was often uncritical of the Obama Administration, supporting its policies, including drone wars and trade deals, and this approach was also seen in their coverage of [[Occupy Wall Street]] [(00:08:53)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=533s). - A turning point came in 2016, but signs of allegiance to establishment [[Democratic Party (United States) | Democratic]] candidates were present earlier, such as in the coverage of the Obama Administration and Occupy Wall Street [(00:08:41)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=521s). - There was a real eye-opening moment when [[Hillary Clinton]] was contemplating a presidential run in 2014, and a monologue was done on the show expressing concerns about her candidacy, but afterwards, any further comments about Clinton had to be approved by the head of the network [(00:09:24)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=564s). - The network's attempt to clamp down on opinions not entirely flattering to Hillary Clinton was seen as a need to maintain good relationships and access to the Clinton world [(00:10:05)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=605s). - In 2016, the [[Bernie Sanders]] movement emerged, and MSNBC's capping for the Democratic establishment powers became overt, with attempts to ignore, smear, and use identity politics against Sanders and his supporters [(00:10:24)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=624s). - [[MSNBC]] was effective in being weaponized against the Sanders movement and ensuring Hillary Clinton's win in 2016 and Joe Biden's win in 2020 [(00:11:08)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=668s). ## Comcast's Influence and MSNBC's Worldview - Despite lower ratings compared to [[Fox News]] and sometimes [[CNN]], MSNBC has punched above its weight in terms of consensus-making within the [[Democratic Party (United States) | Democratic party]] [(00:11:24)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=684s). - The relationship between [[Comcast]], [[NBCUniversal | NBC Universal]], and [[NBC News]]/MSNBC is significant, as Comcast's business interests influenced the content and coverage on MSNBC, with a focus on maintaining relationships with the Democratic establishment [(00:11:36)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=696s). - Despite MSNBC being a relatively small part of Comcast's bottom line, the network became a priority in maintaining class interests and access, leading to a focus on enforcing a specific worldview during the Trump years [(00:12:17)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=737s). - The two main components of MSNBC's worldview during the Trump years were that Trump was the central character, and the way to defeat him was through an anti-Trump coalition that prioritized unity over material issues [(00:13:28)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=808s). - This worldview was enforced through the portrayal of Trump as the main character, with everything centered around him, and the demonization of those critical of the Democratic Party's approach to Trump from the left [(00:13:31)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=811s). - The [[MSNBC]] worldview has been largely discredited, first by Trump's victory and then by [[Joe Biden]] and Mitch McConnell's actions, which undermined the network's credibility and authenticity with its audience [(00:14:26)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=866s). - The network's shift in focus and tone, particularly during the Trump years, was a departure from its earlier role in rallying the left during the Bush years, when it featured more progressive voices like [[Ed Schultz]] and a different version of [[Rachel Maddow]] [(00:15:25)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=925s). - The influence of Comcast's business interests on MSNBC's content and coverage led to a focus on maintaining relationships with the [[Democratic Party (United States) | Democratic]] establishment, rather than pursuing higher ratings and better business success through more diverse and inclusive programming [(00:12:34)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=754s). - The prioritization of class interests and access over ratings and business success resulted in a lack of diversity in viewpoints and a narrow focus on the anti-Trump coalition, which ultimately damaged the network's credibility and authenticity with its audience [(00:13:11)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=791s). ## MSNBC's Shift from Bush-Era Criticism to Democratic Partisanship - [[MSNBC]] had a genuine leftist approach to the [[Iraq War]], opposing Bush and being critical of war crimes, but this shifted over time, particularly after the Obama Administration took office, and the network became more of a Democratic Party partisan cheerleader [(00:15:38)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=938s). - The network's opinion hosts began to create worldviews centered around [[Donald Trump]], and their views shifted, with some hosts, such as [[Rachel Maddow]] and [[Nicolle Wallace | Nicole Wallace]], appearing together without discussing their past differences on issues like war crimes [(00:15:58)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=958s). - [[Keith Olbermann]] seized on the anti-Iraq War sentiment during the Bush years, which boosted ratings, but the unifying force behind MSNBC's success during that time was opposition to [[George W. Bush]] [(00:16:30)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=990s). - [[Jeremy Scahill]], co-founder of [[The Intercept]], was a regular on MSNBC during the Bush years, criticizing war crimes and lies, but was no longer welcome on the network after the Obama Administration took office [(00:16:46)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1006s). - MSNBC's coverage of the [[Occupy Wall Street]] movement was largely nonexistent or condescending, with few exceptions, despite the movement's importance and ongoing impact [(00:17:22)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1042s). - The network's commitment to [[Democratic Party (United States) | Democratic Party]] partisan cheerleading became more apparent after 2016, with hosts like Nicole Wallace and [[Joe Scarborough]] gaining prominence, and the network's credibility suffering as a result [(00:17:12)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1032s). ## Old Media vs. New Media and the Future of Journalism - The difference between [[Old media | old media]] and [[New media | new media]] lies in the relationship between the audience and the hosts, with old media often creating a sense of familiarity and credibility, but new media also having its own set of problems, including corporate legacy media's bad incentives [(00:18:49)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1129s). - There is skepticism about whether what emerges from the ashes of mainstream media's destruction will be superior, given the existence of similar bad incentives in alternative media spaces [(00:19:02)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1142s). - Corporate media has a significant problem with the closeness of advertisers, which prevents anti-capitalist perspectives from being presented, as it undermines the capitalist project of the media enterprises [(00:19:17)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1157s). - The desire for access journalism and not wanting to upset those in power can lead to similar problems in new media, where there is a desire for partisan cheerleading and audience capture [(00:19:33)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1173s). - In mainstream media, there is a wall between the people selling ads and the hosts delivering the news, but in independent media, this wall often does not exist, which can affect the content presented [(00:20:17)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1217s). - While there is a possibility for something better and more honest in new media, there are concerns that what is built may not be superior due to the lack of genuine journalism and investigative enterprises [(00:20:32)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1232s). - Genuine journalism requires people to travel, be on the ground, and conduct investigations, which is more expensive and riskier than simply presenting opinions [(00:21:12)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1272s). - The demise of [[MSNBC]] may create a possibility for something different, but it is uncertain what will come in its wake, and there are concerns that it may not be superior [(00:21:48)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1308s). ## MSNBC's Uncertain Future and the Challenges of New Media - MSNBC's separation from [[NBC News]] is critical, as MSNBC was built on NBC News' news gathering, and this separation may affect MSNBC's ability to produce content [(00:22:07)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1327s). - The current ratings for MSNBC are terrible, and there is a possibility that someone could buy the network and try to build something new from its ashes [(00:22:32)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1352s). - MSNBC will never regain its former status as the primary outlet for liberal [[Democratic Party (United States) | Democratic party]] consensus-making, which is seen as a positive development due to the network's perceived destructive influence on a left-populist class-first movement that could have effectively challenged [[Donald Trump]] [(00:22:49)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1369s). - The network's loss of credibility and NBC News journalistic resources will significantly impact its ability to cover live breaking news and maintain its hold on the market [(00:23:24)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1404s). - [[MSNBC]] will now have to compete in the "game of hot takes, opinion-making, etc.," where there is fierce competition, and it is uncertain whether the network can sustain a real purchase on American society or influence elite opinion-makers [(00:23:57)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1437s). - The spin-off from NBC News will be difficult for MSNBC to sustain, and its future prospects are dire [(00:24:08)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1448s). ## MSNBC's Personalities and Selection Bias - Some MSNBC personalities genuinely believe what they say, while others do not, and there is a selection bias in favor of those who hold views comfortable for the mainstream [[Democratic Party (United States) | Democratic]] establishment and elite media class [(00:24:56)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1496s). - Personalities like [[Joe Scarborough]] and [[Mika Brzezinski]] are seen as particularly shameless and willing to do whatever it takes to promote themselves and remain close to power [(00:25:01)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1501s). - The network's tendency to favor personalities with comfortable views has led to the departure of those with differing views, such as [[Ed Schultz]] and the speaker themselves [(00:25:30)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1530s). ## The Changing Landscape of Media and Niche Audiences - The difference between the news media of the past and present is likened to the difference between [[Johnny Carson]] and [[Stephen Colbert]], with the former needing to appeal to a broad audience and the latter catering to a specific niche [(00:26:10)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1570s). - The proliferation of media options has led to a shift in strategy, where hosts can afford to turn off certain viewers and focus on cultivating a loyal niche audience, rather than appealing to the broadest possible audience [(00:26:52)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1612s). - This approach is in contrast to the model of Johnny Carson, who was able to be political without being partisan, and instead, hosts like Stephen Colbert have found success by catering to a specific audience, such as "the resistance" [(00:26:44)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1604s). - Cable news has always focused on targeting a specific type of audience, rather than trying to outpace broadcast news, and [[MSNBC]] and [[Fox News]] have found success by catering to their respective niches [(00:27:51)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1671s). - Fox News was able to figure out this strategy earlier than other networks and has seen success as a result, while MSNBC and [[CNN]] compete with each other for a similar audience [(00:28:11)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1691s). - CNN has a potential "clear lane" in the center that it could exploit to improve its ratings, but instead, it often tries to compete with MSNBC and Fox News for a more partisan audience [(00:28:22)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1702s). ## The Business of Media and MSNBC's Influence on the Democratic Party - The business of media is crucial to understanding the content and coverage, and the influence of MSNBC on the [[Democratic Party (United States) | Democratic party]] is a significant aspect of this [(00:28:42)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1722s). - The Democratic party has been shaped by MSNBC's coverage, and understanding the business of media is essential to grasping this dynamic [(00:28:48)](https://www.youtube.com/watch?v=A7Qlr_1TdDk&t=1728s). ## Sources - [website](https://www.youtube.com/watch?v=A7Qlr_1TdDk?si=Z_HeJphEMqSxl26E)