Can Murdoch Flirt with Racism on Fox News and Not Pay a Price?

How much more rope can Rupert Murdoch afford to give Glenn Beck and his brand of race-baiting demagoguery?

Back in February, when his New York Post published a cartoon widely perceived to be a racist slur on the new president, the media grandmaster himself issued a statement of apology:

As the Chairman of the New York Post, I am ultimately responsible for what is printed in its pages. The buck stops with me.

Last week, we made a mistake. We ran a cartoon that offended many people. Today I want to personally apologize to any reader who felt offended, and even insulted.

Over the past couple of days, I have spoken to a number of people and I now better understand the hurt this cartoon has caused. At the same time, I have had conversations with Post editors about the situation and I can assure you - without a doubt - that the only intent of that cartoon was to mock a badly written piece of legislation. It was not meant to be racist, but unfortunately, it was interpreted by many as such.

We all hold the readers of the New York Post in high regard and I promise you that we will seek to be more attuned to the sensitivities of our community.

So where is Rupert Murdoch now that Glenn Beck has brought the issue of racism to the company's doorstep again with his attacks on President Obama and his green jobs adviser Van Jones?

Observers believe Murdoch will be guided by financial calculation more than political correctness. Beck is among the Fox Network's biggest draws, and his viewership has increased by almost 30% since he said President Obama has "a deep-seated hatred for white people" before going on to say that "this guy is, I believe, a racist."

But the comment also has prompted a backlash from advertisers who have pulled their spots from the show in response to a campaign launched by Color of Change, a grass roots organization co-founded by Jones that is dedicated to strengthening Black America's political voice. More than 145,000 people have signed on to the Color of Change ad boycott campaign, and 57 advertisers -- including HSBC, WalMart, CVS, Geico and Proctor and Gamble.

In retaliation, Beck launched a campaign against Jones, now in its second month, highlighting evidence of a radical past, connection to 9/11 truthers, and releasing a video in which Jones calls Republicans "assholes." Jones has already issued two statements, apologizing for his comments about Republicans in one and disavowing his belief in the truther point of view that "high-level government officials may have deliberately allowed the September 11th attacks to occur."

The White House is now on the defensive, protecting Jones and his effective work promoting green jobs, but no matter the outcome, Murdoch and his News Corp. brand are in a vulnerable position. When the dust settles on Pennsylvania Avenue, Murdoch will still have to contend with the Color of Change campaign.

The group has yet to call on its members to boycott products of companies that advertise on Beck's show or to bombard them with phone calls. James Rucker said his organization is first giving companies the opportunity "to be responsible corporate citizens."

In New York, where over 50% of the population is now comprised of people of color, Murdoch was quick to issue an apology over publication of a cartoon widely perceived to be racist in The NY Post. He acted quickly lest the taint of racism erode the profitability of a key property in the nation's media capital and its ability to compete with arch rival Daily News. Earlier this year, his New York Post reported a 20% decline in circulation.

For now, Fox has claimed that the ad boycott has not harmed overall revenues, with advertisers merely shifting their ad buys away from Beck's show but not cutting spending. If the Color of Change campaign continues to grow and intensify, however, Murdoch will have to assess if Beck is worth the viewers he draws. Beck could do permanent damage to both Fox News and the News Corp. brand by associating both with unapologetic racism.

For now, Murdoch is making a short-term buck on Beck's race-baiting. Longer-term, it's a losing corporate strategy. The color of demographic change is trending darker, and companies will be forced to be sensitive not to offend their own workforce or their customers by supporting race-baiting speech with advertising dollars.

That's Murdoch's bread and butter, and Beck's attack on Jones to protect his own revenue stream has only amplified the success of the ad boycott and has really let the genie out of the bottle.

Color of Change couldn't have asked for a better endorsement than Beck's attack on Jones, and a belated apology from Murdoch similar to the one he issued in February, if it even comes, may be too late.

Comments

[cmcapcathletic]

I missed how Beck is a racist by suggesting that our President's comments about his "typical white" grandmother were inherently racist and inappropriate. I guess those who don't get Beck's comments on this issue are just "typical" liberals.

[rbenjamin]

Murdoch is way past flirting with racism. He's already made it to third base and is heading for home. It's personal passion and he's not thinking about the consequences.

[dieselis]

What does it say about a group of people when racism is their last bastian of hope???

[allalone]

I am a nearly 65 year old black male and I know racism being broadcast when I hear it or feel it. We black folks know code for the "N" word. You notice that none of those on FOX news will go that far in using the "N" word... just close enough. Beck can outright call President Obama a 'racist' on nationally televised media and get away with with what is referred to as free speech. ? It's all racist to me and I do believe that all of us know that, white and black and brown since President Obama was elected. Didn't happen to President Bush. Doesn't take a color chart to figure out the obvious on the race flames being hurled. Ain't about his 9 month in office policies that have yet to take full affect.

[JakeMontero]

I don't think Fox is racist, they are just opportunist, which maybe just as bad.. face it Murdock would create a liberal network if he could make money but he can't - no one wants to watch liberal stuff.

sad, but true

[lagumbo]

Let's boycott all sponsors of fox news showings. Not just Beck the whole of fox noise.

[janeycat]

we are all witnessing history being made..the rethug party is imploding,and beck is going down with them.his evil plan is not going to work.
i think we all need to boycott all the advertisers and not buy there products,over load there phone lines and web sites,do all we can to take Murdock low enough until he gets rid of beck.

[CanisLatrans]

No, there will be no reckoning. Because the President has decided, apparently, that to call the Conservative Right what they are --a bunch of thuggish goons intent to run the country by threats and intimidation tinged with whining-- would be "partisan" and would hurt their feelings. It is now more important to make sure the Rethuglicans feel welcome and hear their concerns as if they actually had a point and try to appease them.

So much for "Change".

[bunnylogic]

I still have hope he'll kill them with kindness. Calling them out right now will only add fuel to the fire. Without countering them with aggression, he takes away the tinder.

[Jezreel]

Our campaign to shame Beck by diminishing ad buys during his show has had some success. But now its time to broaden our objectives to include Rupert Murdoch and Fox News.

[RedSunn]

i with you jezreel. just give me a list of products NOT to buy!!!

[bunnylogic]

http://foxnewsboycott.com/fox-news-sponsors/fox-sponsors-a-l/

Here you go!

[rf-hawaii]

Murdoch is selling more than advertising.

He's also selling propaganda. Income from advertising is apparently small in comparison.

[jade7243]

We just need to turn up the heat on Beck. And on Murdoch.

We need to target other Fox shows on which Beck appears (Fox and Friends, Hannity, O'Reilly) and strip them of their advertisers too. And if advertisers are reluctant to pull their support of not only Beck, but Murdoch's other racist outlets, a boycott of their products is in order. Better still, boycott them on Wall Street. If your 401K buys stock in any of the companies, reinvest your monies elsewhere.

And a visible presence is important too. Picketing, letter writing (not just email but snail mail), pins, buttons, arm bands, t-shirts, whatever it takes.

[delvis]

freeze Fox out, don't do interview request, don't go on their shows don't answer their questions and for God sake don't buy Murdock so called newspapers. Turn the channel and boycott their advertisers. Little steps like these will go along way.

[gs-425]

CoC tried that....how's it workin out??

[delvis]

it's working just fine for me

[Pleneras]

It's working well for me too! No one in their right mind should visit faux ent cable. All dems should avoid any invites and the prez should not call on any faux with a mike... they are not real news just racist commentators and have no place in the press room.

[punkingale]

Well, Beck lost 57 sponsors.

[lovable]

until trhe other cnn and msnbc and cbs nbc abc take uop the cause fox will continue!!!

[poobah]

Flirt with it? He flaunts it shamelessly, and will continue to do so.

[kdlaiusa]

Van Jones' resignation may well have a reverse effect on Glenn Beck. On the surface, it seems Beck's attack on VJ was successful. However, it further solidifies Beck's stand on being a rascist. Outing Jones will only strengthen colorofchange's effect to drive the remaining advertisers out of Beck's show.

As so they say: you won the battle, but you lost the war.

[gs-425]

that tattered race card is in play! Double down baby...round and round she goes.

[tantrictim]

the only one who is doubling down is beck, according to his fellow traveller lou dobbs, the next target of a high tech lynching is gonna be: Mark Lloyd, and this was predictable since as FCC Diversity Czar his proposals, were they ever to go into effect, would cripple murdoch's hate empire:

* Restore local and national caps on the ownership of commercial radio stations.
* Ensure greater local accountability over radio licensing.
* Require commercial owners who fail to abide by enforceable public interest obligations to pay a fee to support public broadcasting.