Imus Returns

The National Association of Black Journalists is about to find out how little corporate America really cares about most things other than money. One of the worse kept secrets in media circles made its way into the New York Daily News this week regarding the ultimate re-hiring of Don Imus to do a weekday radio show for Citadel Broadcasting. The NABJ is on record opposing this, while some other Imus critics like the Rev. Al Sharpton maintain that they didn’t want Imus permanently barred from the airwaves, just disciplined for his language misdeeds.

Personally I always found Imus to be someone I didn’t want to hear, so I never listened to him. But I also never thought he’d stay off the airwaves for one main reason: HE MAKES MONEY FOR THE CORPORATIONS. That’s why a hate-monger like Bob Grant can find his way back onto New York’s airwaves, and why right-wing talk radio, complete with its reliance on racial stereotypes, myths, bigoted overreactions and nonstop ranting and raving, remains a potent commerical force. Advertisers get nervous about being on programs with sex scenes, but have no problems bankrolling shows where people joke about killing immigrants, bash any and everyone who’s not an upper-class white male, and serve as undocumented house organs for the Republican Party.

The best way to avoid getting hot and bothered over this stuff is not to listen to it, but one thing that no one should fool themselves about is why it exists. It’s there because it appeals to a sizable segment of the American population who believes in much, if not all, of the vile rhetoric these people truck in day-to-day. It’s also there because corporate advertisers subsidize it. They dumped Imus not because of what he said or the furor it generated, but because so big name advertisers decided that he was temporarily a bad investment. They’ve subsequently decided he’s suddenly a good one again, and they’re not going to be swayed by anything other than someone being able to show that it’s still not a good investment to advertise on Imus’ show.

Personally I’d rather see more effort expended on getting and supporting alternatives to right-wing bile and corporate radio. Those black shows that are out there on satellite or commercial radio need listeners and exposure. Let’s spend more time getting them a larger audience and not waste it on the Imus’ types out there. Because no matter what the corporations may claim, they aren’t interested in limiting access for anyone who they feel will make them money, irregardless of the inaccuracy of their comments or the negative images and messages they present.