Progressive Media's New Smackdown Power: Why Swiftboat Tactics Aren't Working in '08

By Eric Boehlert, Media Matters for America. Posted August 25, 2008.

It sure felt like déjà vu all over again, didn't it?

No election watcher could forget the summer of 2004, when Fox News repeatedly invited Swift Boat author John O'Neill onto cable prime time and allowed him to air his scurrilous allegations about Sen. John Kerry's Vietnam War record. Even before the partisan Swift Boat Veterans for Truth group unveiled its infamous television ads, it was on Fox News where the controversy was birthed. It was Fox News that allowed O'Neill a mostly unobstructed platform on August 10, 17, 19, and 24, 2004, to libel Kerry and to gin up a controversy that eventually swamped the Democratic candidate for most of that crucial summer month.

Then, almost exactly four years later to the dates (on July 31, August 3, 12, and 14), Fox News presented its White House campaign sequel. It welcomed O'Neill's Swift Boat writing partner, Jerome Corsi, to publicize his new attack book, The Obama Nation. Laying out his fever-swamp allegations about Obama's drug use and his supposed connections to Islam, Corsi enjoyed the type of national exposure, courtesy of Fox News, that every author craves.

It was an audience that helped propel The Obama Nation to No. 1 on the bestsellers list, which then ignited wide-scale mainstream coverage for Corsi and his book.

In other words, everything was going according to plan. The sequel had been set up -- had been marketed -- just like the Swift Boat predecessor, and now all conservatives had to do was sit back and watch the fun, as the Obama campaign became engulfed in Corsi-led controversy.

Right?

It hasn't worked that way. The Obama Nation's allegations, as slight and flimsy as they are, have taken a back seat to questions about Corsi's own credibility. In fact, journalists have likely spent more time dissecting the errors in Obama Nation and highlighting Corsi's controversial path, including the hateful, bigoted items he used to post in online forums, than they have focusing on the allegations Corsi wanted to broadcast.

As the conservative National Review Online noted with frustration, "The media narrative thus becomes 'Corsi refuted' rather than 'Obama embattled.' "

Add in the fact that some conservatives have stepped forward to publically denounce Corsi and his brand of slime, beseeching the movement to divorce itself from Corsi's unsubstantiated attacks, and suddenly the sequel is in real distress.

Oh sure, it's selling. (Thanks in part to bulk sales, a right-wing marketing staple.) But in terms of affecting the race, in terms of gumming up the works for the Obama campaign, the book has so far been a bust.

What happened? How did a sure-fire follow-up hit turn into such a trouble-plagued production? And why isn't Fox News' Swift Boat formula working?

Simple. Both Corsi and the Fox News team are living in the past and failed to realize how dramatically the media landscape has shifted since the shady Swift Boat accusers were able to deftly use the media to spread their lies.

First and foremost, the progressive movement has spent the last four years bulking up its infrastructure, and specifically readying itself to respond to media-driven attacks from the right; the way Media Matters for America immediately blanketed The Obama Nation and documented its egregious errors (often floated on Fox News) and also raised doubts about the author's veracity and integrity. And thanks to the larger Netroots community, Corsi hasn't had any breathing room to spread his misinformation.

But there were also key marketplace changes within the cable news industry that affected the Corsi coverage, I think. Because remember that in 2004, Fox News drove the Swift Boat saga; it was practically a co-sponsor of the anti-Kerry crusade, devoting endless hours to promoting the Vietnam-era allegations. By sheer force of repetition, Fox News, then the dominant player in cable news, forced its competitors to not only acknowledge the Swift Boat story, but to go all in as well. And soon all the cable news outlets were treating the Swift Boat saga with Fox News-like breathlessness. (CNN aired nearly 300 segments referencing the topic.)

See more stories tagged with: media, fox, progressive media, corsi

Liked this story? Get top stories in your inbox each week from Media and Technology! Sign up now »