Brian Stelter, Chief media analyst for CNN, teams up with former Fox News host Bill O’Reilly for some candid discussions about the media landscape. They delve into the manipulative strategies of Fox during the 2004 election, revealing how the network prioritized ratings over ethics. The conversation also scrutinizes the fallout from sexual harassment allegations against O'Reilly and the culture of silence that allowed such behavior to thrive. Listeners get a compelling look at the intersection of media, politics, and the responsibility of journalists.
Roger Ailes transformed Fox News into a ratings powerhouse, exemplifying how viewership metrics could dictate media narratives and strategies.
The 2004 election highlighted Fox News' role in shaping partisan politics, using sensationalism to manipulate public perception and undermine opponents.
Allegations against Bill O'Reilly revealed a toxic culture at Fox, demonstrating the lengths to which the network would go to protect its stars.
Deep dives
Roger Ailes and Fox's Ratings Strategy
Roger Ailes prioritized viewership and ratings as the lifeblood of cable news, believing that without high ratings, networks would fail. Under his leadership, Fox News not only surpassed its competitors but also celebrated milestones that reflected its increasing popularity, including surpassing CNN during pivotal events like the Iraq War. The enthusiasm was palpable within the Fox team, with celebrations like a SpongeBob-themed cake marking significant victories against competing networks. These ratings successes laid the foundation for Fox’s narrative of being the underdog that took on established media powers.
Brian Stelter and the Development of Cable Newser
Brian Stelter, a college freshman, created a blog called Cable Newser to track the intricacies of cable news ratings, inadvertently catching the attention of Fox News, which began to feed him proprietary ratings information. This information allowed Stelter to present a detailed analysis of network performances, with Fox often coming out on top, which further fueled the interest and traffic to his blog. His interactions with Fox executives revealed a corporate strategy focused on manipulating narratives in their favor while keeping a young journalist close to promote their achievements. Stelter later reflected on how this relationship blurred the lines between genuine journalism and the corporate goals of Fox News.
The Swift Boat Veterans Controversy
The emergence of the Swift Boat Veterans for Truth during the 2004 election served as a major attack on John Kerry's military record, with Fox News providing extensive coverage that often favored misleading narratives. Despite the lack of substantial evidence against Kerry, segments questioning his bravery and patriotism proliferated across Fox’s programming, contributing to a growing skepticism about his candidacy. This campaign was emblematic of how Fox positioned itself in electoral politics, often prioritizing sensationalism over responsible journalism. The resulting media coverage underscored how partisan narratives could shape public perception, a strategy that would become increasingly evident in future elections.
Bill O'Reilly's Controversial Tenure
During his reign as the king of cable news, Bill O'Reilly faced multiple allegations of sexual harassment, with his tactics often resembling intimidation rather than accountability. His public confrontation with former producer Andrea Macris epitomized the toxic culture at Fox, where victims were often silenced through settlements and non-disclosure agreements. Despite the serious nature of the claims against him, O'Reilly continued to prosper within the network, illustrating a troubling dynamic where his celebrity shielded him from the repercussions of his actions. The eventual fallout from these allegations would ripple through Fox, culminating in broader conversations about gender dynamics and workplace behavior in the media industry.
The Rise of Anti-Fox Movements
As Fox News entrenched itself within the political landscape, grassroots movements emerged to counter the network's influence, particularly during the Obama campaign. Groups like Color of Change launched campaigns aimed at holding advertisers accountable and diminishing Fox's brand reputation in light of inflammatory remarks and racially charged rhetoric. The resulting public outcry demonstrated the potency of organized resistance against media narratives perceived as harmful, indicating a shift towards a more active consumer base. This activism not only challenged Fox's messaging but also reflected a broader critique of how media platforms could shape societal discourse and perpetuate bias.
The 2004 presidential race would be the first fully Fox News election—a contest that was framed by Fox, and fought on its terms. But the fight over Fox News was about more than just partisan politics. It also launched covert ops against reporters and let loose a secret army of online trolls. And when a Fox producer made serious allegations against Bill O’Reilly, the network showed just how far it would go to defend its biggest star—no matter the cost.
To read our full reporting on the most recent legal actions between Bill O'Reilly and Andrea Mackris, and learn more about how a non-disclosure agreement from two decades ago has kept Mackris silent, go to slate.com/foxnda.
Want more from Slow Burn? Join Slate Plus to unlock full access to all seasons, including members-only bonus episodes from The Rise of Fox News. You'll also enjoy ad-free listening to all of your favorite Slate podcasts. Subscribe now by clicking "Try Free" at the top of the Slow Burn show page on Apple Podcasts. Or, visit slate.com/slowburnplus to get access wherever you listen.
Season 10 of Slow Burn was written and reported by Josh Levin. It was executive produced by Lizzie Jacobs.
Slow Burn is produced by Sophie Summergrad, Joel Meyer, and Rosie Belson with help from Patrick Fort, Jacob Fenston, and Julia Russo.
Derek John is Slate’s executive producer of narrative podcasts.
This season was edited by Susan Matthews and Hillary Frey.
Merritt Jacob is our senior technical director. Mix and sound design by Joe Plourde.
Our theme music was composed by Alexis Cuadrado. Derreck Johnson created the artwork for this season. Episode artwork by Ivylise Simones.