In a television interview of Alex Jones, the radio broadcasting conspiracy theorist and founder of Infowars.com, NBC News anchor Megyn Kelly tore into him over his support for the idea that the Sandy Hook massacre was a government-backed conspiracy. By all accounts she acquitted herself well and made Alex Jones look bad. But none of that matters. She was broadcasting to the wrong audience, and in turn, received no viewership for her new flagship program.
In a stinging stab of irony, the same people who listen to Alex Jones are probably the people she was most effective in appealing to in her previous career at Fox News.
Megyn Kelly was successful on Fox News as an anchor – she is intelligent, dogged, beautiful, and persuasive. Her profile continued to rise as an anchor and fill-in on Fox News and she received her own program, The Kelly File, on October, 7th, 2013. She did very well on the program being tough and probing (she was formally a prosecutor) and had excellent ratings, occasionally edging Bill O’Reilly. But when her contract ended with Fox News she chose to go to NBC and was elevated to the position of a lead anchor for three separate broadcast efforts.
NBC and Megyn Kelly failed to understand the new political-media landscape. There are no more trusted, non-partisan figures who can draw audiences. Its all about the audience, and bending your performance to suit their beliefs. The people who surrounded Megyn Kelly on Fox News were indicative of this media terrain. Tucker Carlson (who took Kelly’s time slot) and Sean Hannity have abandoned any pretense of moderation or fairness and appeal directly to the Trump/conservative political base.
Many on the right of the political spectrum understand the new realities of finely divided demographics. There are a host of provocateurs who have targeted Trump supporters and right-wingers as if they were a business targeting their products toward a certain demographic. These people are engaging in a scheme to make money, not to uphold their political beliefs.
Jack Posobiec, Mike Cernovich, Alex Jones, Sean Hannity, Tucker Carlson, Milo Yiannopoulos, and Paul Joseph Watson are the foremost examples of people who have taken advantage of the internet and the media of political affirmation to benefit financially from targeting the “alt-right.” They spread lies, disinformation, and back Trump unreservedly in an attempt to attract an audience.
Megyn Kelly will probably fail as a news anchor for NBC in drawing audiences because liberals will not watch her because of her association with Fox News, and conservatives and Trump supporters will not watch her because she is not unabashedly backing their view points.