Keith Olbermann’s success, like Bill O’Reilly’s, is evidence of viewer cocooning—the inclination to seek out programming that reinforces one’s own firmly held political views. “People want to identify,” MSNBC’s Phil Griffin says. “They want the shortcut. ‘Wow, that guy’s smart. I get him.’ In this crazy world of so much information, you look for places where you identify, or you see where you fit into the spectrum, because you get all this information all day long.”
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