Opinion: Glenn Beck’s loss of ads prompts race discussion

By Jen Houghton
STAFF WRITER

Fox News Channel talk show host and political commentator Glenn Beck said on a July 28 episode of Fox & Friends that he thinks President Obama is a “racist” with “a deep-seated hatred for white people.” In less than a month, over 30 advertisers hoping to avoid brand association with such comments dropped out of The Glenn Beck Program time slot.

More specifically, Beck’s name-calling resulted in immediate backlash from the organization ColorofChange.org, which has succeeded in persuading a growing number of Fox advertisers including Wal-Mart Stores Inc., Clorox, GEICO, Sprint and UPS Stores to abandon the program.

ColorofChange.org is a Web-based grassroots organization that “exists to strengthen Black America’s political voice,” as stated on its Web site. The group sends campaign messages in e-mailed form letters to which members can attach their name. “Stop Glenn Beck’s race baiting,” is their current featured campaign. The organization’s goal in this campaign is to get Beck pulled off the air by draining him of corporate supporters.

Beck’s program is not an informative news program but a political commentary. For some, the show may be the only glimpse of recent headlines, but much of his audience looks to him, not for facts but for strong opinions — of which Beck has no shortage. He’s built his success on being outspoken, controversial and unapologetic, which is admirable — so long as everyone knows his role is to entertain. His version of entertainment is, however, slightly more abrasive than the average television host. Mixing news and entertainment can be dangerous when viewers and listeners don’t separate the news facts from Beck’s own opinion.

“Racist” is a word Glenn Beck doesn’t withhold. He’s been on the air in radio and television for over 10 years. In that time he’s cried racism on countless people — big and small — from Financial Times reporter Andrew Ward to Secretary of State Hillary Clinton. No one is safe.

It’s all part of Glenn Beck being Glenn Beck. He’s doing what he’s always done — exactly what brings him 2.4 million viewers daily, according to Nielsen Media Research.

Any company that advertises on the Fox News Channel should understand its target audience and the traditionalist programming that attracts that audience. And I’m pretty sure they do, which is why Beck never lost support until now.

When Beck called Clinton a racist in 2008, the show’s transcript was posted on his Web site as usual, but alongside it was a doctored photo of KKK members standing dutifully in a line under a Clinton presidential campaign billboard. His advertisers didn’t budge, but they also weren’t getting pushed.

Advertisers are simply responding to pressure from consumers. That’s what advertising is for — appealing to the consumer.

While Beck may not get canceled, it’s inspiring to see what a focused, well-organized group of people can accomplish. ColorofChange.org has proven its power.

Like any hero who should use their power for good and not evil, this organization should use its power for all good, not just some good here and there. What would also strengthen Black America’s political voice is an end to all racial assumptions and finger-pointing. I’m waiting to see the form letter to President Obama regarding his description of “a typical white person.”

Everyone suffers when these kind of general statements are made, be it by the president or Glenn Beck.