As the most prominent conservative TV network and the preferred channel for President-elect Donald Trump, Fox News Channel seems to be enjoying a position of power. However, the network has learned through experience that the sunny side of its candidate’s triumph is accompanied by its own set of challenges.
On the upside, Fox saw a spike in viewership right after the election, with Trump supporters celebrating, and the network will have ample access to the forthcoming administration. Trump practically became a fixture on the channel during his campaign, participating in interviews with congenial hosts like Sean Hannity, Laura Ingraham, and the Fox & Friends team.
Moreover, Trump has shown a tendency to enlist Fox personalities for policy positions, with weekend anchor Pete Hegseth surprisingly nominated for secretary of defense.
Nonetheless, the advantages of this close, almost mutually beneficial relationship with Trump might come with complications—a wish fulfilled that also has its alarming aspects.
Most significantly, it involves the network compromising its outsider image, transforming into a conduit for the White House rather than serving as the strongest platform for an opposition party by leveling critiques at the Democratic administration.
Additionally, as Trump made clear during his campaign, no level of loyalty or praise seems sufficient for him. In his view, this extended to publicly lamenting Fox’s acceptance of advertisements critical of him or featuring representatives from his opponent, Kamala Harris, which led him to post, “FOX NEWS IS NOT OUR FRIEND. It’s crazy!” on his social media platform during the final days of the election.
In terms of competition, Trump’s first term enabled MSNBC to experience a rise as an embodiment of dissent. While some of that network’s liberal audience may have taken a break—perhaps choosing to disengage temporarily after their recent electoral disappointment—fresh controversies are likely to lure some back, or at least make MSNBC their initial stop when checking in on what has turned into a chaotic news cycle during the transition phase.
While being the primary outlet for Republican figures will give Fox a competitive advantage, this could be counterbalanced by Trump’s expectations, if not demands, for the network to consistently provide him with support and favorable coverage.
It’s also important to recognize that several significant factors have shifted since the 2016 Trump campaign, which began at Fox under then-CEO Roger Ailes. Despite personal scandals leading to his dismissal just months before the election due to sexual misconduct claims, Ailes was a staunch protector of the Fox brand, supporting Republican candidates while prioritizing the network’s success and maintaining influence over its leading figures.
Now part of Rupert Murdoch’s global media empire, Fox is currently guided more directly by his son, Lachlan, who appears less authoritative over the network’s prominent personalities, allowing them to feel invigorated by Trump’s victory, raising questions about who truly wields power there. Furthermore, Fox’s unwavering support for Trump has cost the network as it amplified and spread falsehoods regarding the outcome of the 2020 election, culminating in the $787 million settlement with Dominion Voting Systems that the Murdochs and their lawyers would likely prefer to avoid repeating.
In essence, Fox substantiated a financial toll for its allegiance to Trump. Additionally, it’s crucial to note that Rupert Murdoch is currently entangled in a legal dispute with his other adult children, reminiscent of a real-life portrayal from HBO’s Succession. The traditional cable model that has significantly profited Fox is also gradually deteriorating, as cable-news enthusiasts age and digital options diminish their audience base.
While the proverb “Once bitten, twice shy” hasn’t appeared to significantly influence the behavior of many Fox hosts, it may be wise for the corporate leadership to occasionally signal caution, particularly amidst some of Trump’s more outrageous actions.
In late 2000, as Bill Clinton was about to complete his presidency, the talk-radio giant Rush Limbaugh dismissed concerns that having a Republican president would in any way hinder his ability to connect with his audience or complicate his role.
“Liberals have always been my target. The idea that I would have nothing to discuss because Clinton is out of office is absurd,” the provocative host mentioned in an interview with the Los Angeles Times, adding regarding his viewership, “I’ve always claimed that election outcomes don’t affect my ratings.”
Similar to Fox, Limbaugh flourished over many decades, though it’s arguable that his “targets” lacked the same gravity, or influence, when they were simply members of Congress compared to the president of the United States and his closest allies.
Certainly, the late host liked to claim that he had talent “on loan from God.” To mitigate the possible risks of Trump Part II turning into another disappointment, Fox may need its own assistance from a higher power.
