It was Limbaugh who popularized the idea that hardworking white men were under attack in America. According to him, minorities and feminists were too lazy to work, and instead expected a handout from the government, paid for by tax dollars levied from hardworking white men. This, he explained, was “socialism,” and it was destroying America.
Limbaugh didn’t invent this theory; it was the driving principle behind Movement Conservatism, which rose in the 1950s to combat the New Deal government that regulated business, provided a basic social safety net, and promoted infrastructure. But Movement Conservatives' efforts to get voters to reject the system that they credited for creating widespread prosperity had little success.
In 1971, Lewis Powell, an attorney for the tobacco industry, wrote a confidential memo for the U.S. Chamber of Commerce outlining how business interests could overturn the New Deal and retake control of America. Powell focused on putting like-minded scholars and speakers on college campuses, rewriting textbooks, stacking the courts, and pressuring politicians. He also called for “reaching the public generally” through television, newspapers, and radio. “[E]very available means should be employed to challenge and refute unfair attacks,” he wrote, “as well as to present the affirmative case through this media.”
Pressing the Movement Conservative case faced headwinds, however, since the Federal Communications Commission (FCC) enforced a policy that, in the interests of serving the community, required any outlet that held a federal broadcast license to present issues honestly, equitably, and with balance. This “Fairness Doctrine” meant that Movement Conservatives had trouble gaining traction, since voters rejected their ideas when they were stacked up against the ideas of Democrats and traditional Republicans, who agreed that the government had a role to play in the economy (even though they squabbled about the extent of that role).
In 1985, under a chair appointed by President Ronald Reagan, the FCC stated that the Fairness Doctrine hurt the public interest. Two years later, under another Reagan-appointed chair, the FCC abolished the rule.
With the Fairness Doctrine gone, Rush Limbaugh stepped into the role of promoting the Movement Conservative narrative. He gave it the concrete examples, color, and passion it needed to jump from think tanks and businessmen to ordinary voters who could help make it the driving force behind national policy. While politicians talked with veiled language about “welfare queens” and same-sex bathrooms, and “makers” and “takers,” Limbaugh played “Barack the Magic Negro,” talked of “femiNazis,” and said “Liberals” were “socialists,” redistributing tax dollars from hardworking white men to the undeserving.
Constantly, he hammered on the idea that the federal government threatened the freedom of white men, and he did so in a style that his listeners found entertaining and liberating.
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