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GOP Rebranding? Fox News Chief Roger Ailes Isn't Buying It

The Republican Party, riding a White House losing streak, has a massive messaging problem, thanks in large part to Roger Ailes.
 
 
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A question for Republican National Committee Chairman Reince Priebus, who this week unveiled a nearly 100-page "autopsy"  report on the GOP's recent electoral failings that urged the party to soften its image and become more inclusive: Do you think Roger Ailes is more concerned with his new biography hitting the top ten on the best-seller list, or with the Republican Party successfully appealing to more minority voters?

The answer to that question might go a long way in determining whether the GOP has any luck rebranding itself in the coming years. Early indications are Ailes and Fox News have no interest in moderating their form of attack programming, the bare-knuckle brand celebrated in Zev Chafets' new bio of the Fox News president,  Roger Ailes: Off Camera.

Dubbed the "Growth & Opportunity Project," the RNC's laundry list of campaign failures urges the party to become more inclusive, tolerant and able to engage and persuade non-believers. Or to at least be able to not turn them off entirely with angry, absolutist rhetoric. "On messaging, we must change our tone," the report concluded.

Right now though, the Republican Party, riding a White House losing streak (2-4 since 1992), has a massive messaging problem, thanks to Roger Ailes.

As Variety confirmed last year,  "the voice of Republican opposition throughout the Obama administration has been Fox News Channel, and the de facto leader of the GOP its chairman-CEO Roger Ailes."

It's fitting that the RNC report, which represents a concerted effort by the GOP to turn the page on its losing ways, arrived the same week Ailes was busy taking his book-release star turn and presenting himself as a clarion voice of the conservative movement. Via the book we learned Ailes, when not  making weird media references to Hitler and Stalin and  comparing Islamic charities to terrorist organizations, dismissed America's first black president is "lazy" liar who's "never worked a day in his life." (Ailes was  clumsily misrepresenting comments Obama had made about himself in a 2011 interview with Barbara Walters.)  Then in an interview with the Daily Beast, Ailes  lashed out at another prominent African American, Van Jones, calling him a "communist infiltrator" who " has one job, to stir up racism whether he can find it or not."

So yes, thanks to a curious bit of timing, this week nicely captures the two paths, or the two options, that lay before Republicans. There's the "Growth & Opportunity" path of tolerance vs. the Roger Ailes path of divisiveness.

But Republicans aren't supposed to mention the Ailes conundrum. Instead, the Fox chief is like the crazy rich uncle who owns the fancy beach house where the dysfunctional family reunion is taking place; nobody wants to disparage the patriarch. Or, to mix metaphors, Ailes is the elephant in the elephant's room. So all week long there's been a running conversation among Republicans about their messaging, yet there's been virtually no public discussion about Ailes and Fox News, which own the GOP's messaging.

There's been little public acknowledgement that there can be no effective rebranding of the Republican Party if Ailes doesn't sign off. Meaning, the GOP can turn itself inside out if it wants, but if Fox News, the self-appointed face and voice the GOP, doesn't change, none of it matters because Fox will still be pounding home every negative stereotype that party leaders now want to erase. (i.e. Antagonistic, paranoid, narrow minded.)  

That's the only approach Ailes knows: the phony Outrage Machine approach. (Obama did what?!) But it's growing stale. In January, Fox logged its  worst ratings since August 2001. (Ratings  reboundedsomewhat in February.) Even some conservative  pundits have grown bored of the Fox News model. It's the decade-old model that features the same tired voices making the same tired claims.

 
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