Limbaugh's Social Media Problem

It’s the kind of story that writes itself. A popular media entity, on one of the oldest forms of electronic mass media, bears the brunt of activists’ Facebook wrath. It combines two old rivalries: liberals and conservatives and new media versus old media. In case you missed it, here’s the brief synopsis of events from ABC news:

Rush Limbaugh remains in big trouble. Advertisers – 11 at last count – are pulling spots off his radio talk show because of the reaction to his calling Georgetown University law student Sandra Fluke a “slut” and a “prostitute.” Opponents are mobilizing on social media for a long campaign to try to convince even more sponsors to drop his program. Ms. Fluke herself has rejected as insufficient Mr. Limbaugh’s attempts at apology

Fluke had testified before congress about the importance of “the pill” for medical uses beyond birth control. Rush concluded that she was having so much sex that she needed the American tax payer to help defer the cost of her contraceptives. (This has led to some speculation that conservatives don’t know how hormonal birth control works.) Thousands of people are organizing to get advertisers to pull their money out of Rush Limbaugh’s show, and many of them are organizing via Twitter and Facebook. Will we be subjected to another round of technologically deterministic news stories about “cyber revolution,” or are we going to have a more nuanced conversation? More precisely, does Rush have a social media problem or has he -all things being equal- just gone too far this time?The headlines almost write themselves. The rivals are polar opposites and very well known. In one corner, the old heavyweight champion: syndicated AM radio. In the other corner, the young and nimble contender: social media. The Washington Post is already covering the story from a social media angle: “Limbaugh backlash on Facebook, Twitter put pressure on advertisers.”

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