Stephen Colbert Didn't Get Cancelled - Mass Culture Did
From 55 million to 6.7 million viewers in 34 years — and what that tells us about the end of America's shared mass-media, mass-consumer culture.
The cancellation of Stephen Colbert’s “The Late Show” TV-talk show on CBS drew a lot of coverage and discussion, but mostly for the wrong reasons. Rather than being a story about Colbert and President Trump, it’s really about the disappearance of the media and cultural landscape that made the TV late night talk show possible in the first place.
One of the reasons our country features a lack of civic cohesion and a high level of political polarization is the fragmentation of our previous mass-media, mass-consumer common culture. This fragmentation resulted from new technologies, such as cable television and the internet, as well as structural economic changes that helped set the upper middle class apart from the rest of society.
That old common culture started emerging in the early 20th century with the dawn of Hollywood and radio, but it crystallized after World War II, particularly with the coming of television.
In this world, with three or four TV networks, at best a handful of newspapers in any given city, a limited menu of local radio stations, a small number of book stores - and no internet - Americans basically watched the same limited number of TV shows, listened to the same handful of musical genres, etc.
There was a genuine national common culture in this world, in which Americans coast to coast shared at least some key cultural touchstones and references, even if there was along with this local and regional specific cultures as well. These might include TV shows like M*A*S*H, or news programs and personalities like Walter Cronkite of CBS Evening News, or a late night talk show host like Johnny Carson of the Tonight Show on NBC.
Younger people can’t relate to the degree of cultural mindshare someone like Johnny Carson once had. We can see in this the size of the audience for his final show, compared to those of David Letterman and Stephen Colbert. Johnny Carson drew as many as 50-55 million for his final show. David Letterman drew 13.8 million. Stephen Colbert had only 6.7 million viewers - in a country with 80 million more people than when Carson signed off the air. Colbert’s audience would no doubt be bigger than this if we included social media clips, but it’s clearly the case that he’s no Johnny Carson in terms of cultural reach.
Everybody knew Johnny Carson. Even the people who didn’t watch his show regularly had at least seen it on occasion, and knew some of his recurring gags like Carnac the Magnificent. CBS struggled to find anything to compete with Carson. ABC opted out of fielding a direct talk show competitor, and instead focused on news with its well-regarded program Nightline.
In this mass media environment, news and entertainment companies needed to appeal to the broad middle of America. They couldn’t afford to be overly politicized or too niche. It was just good business sense. What’s more, they might well find themselves in political or legal hot water if they did get too political or controversial, as broadcasters operated on spectrum licensed by the federal government. Because not just anyone could start a competing broadcaster due to the limited spectrum available, there were certain standards imposed on those who held the licenses.
In addition to a mass-media culture, we also lived in a mass-consumer culture. Americans mostly bought the same basic mass market consumer products from the same limited number of major purveyors, with only a handful of truly rich people enjoying a differentiated experience.
America largely did not have “artisanal” products like coffee from a local micro-roastery or beer from a micro-brewery. The number of breweries, for example, hit its low in the 1970s and 80s. People bought mass market products from chain stores. Americans had certain shared lifestyle and consumer habits in common, though again with some local or regional flavor under that.
The Baby Boomers and Generation X were the last generations formed in this mass-media, mass-consumer common culture environment. Thus they are the only ones with real first hand knowledge of “old America.”
The great American common culture fragmented in the 1990s. Cable television led to an explosion of different channels, that might be explicitly or implicitly segmented by age or other demographic characteristic. The Internet turbocharged this fragmentation.
America thus went from three TV networks to “57 Channels and Nothin’ On” (1992) to 257 channels and nothing on to no channels at all. Everyone now has their own algorithmically curated social media feed.
Stephen Colbert’s Late Show was itself in part a product of this fragmentation. CBS launched it as a platform for David Letterman. Letterman was the host of NBC’s Late Night, which aired immediately following Carson. But he was passed over as Carson’s replacement in favor of Jay Leno, at which point CBS hired him to launch a competitor. The number of late night talk shows only proliferated from there. Now the entire format is in decline along with linear television itself.
Americans no longer share a media diet. The way to survive in this market is to create content that reaches a specific niche. For Stephen Colbert, that was comedy for a heavily Democratic audience. For a figure like Jordan Peterson, that was young men who felt adrift the modern age.
I’m amazed at people with huge followings that most people have never heard of, such as Tik Tok stars with millions of followers. But that even includes people in the traditional media. A former Bravo TV personality named Jeff Lewis hosts a radio show on SiriusXM with a seven figure audience of passionate fans who call themselves “Chumps.” He’s basically Howard Stern for middle-aged women. But my searches show that he’s barely ever mentioned on Twitter.
Because this environment is so competitive, would be media personalities have to focus on grabbing attention, which often means extreme content, lowbrow antics, conspiracy theories, partisan red meat, etc. Today’s media figures don’t have the luxury that the old dominant networks did of creating content that was designed to meet certain standards, or even to occasionally be educational or somewhat uplifting to the public. They have to hustle hard everyday. As Colbert’s cancellation shows, even big traditional media companies can’t afford to run financial losses on a show forever anymore.
Americans simply share much less media in common than they used to. Perhaps only the Superbowl remains as a unifying media phenomenon. Though even here the halftime musical act this year was someone that many Americans had never heard of before even though he’s a global megastar.
Add to this changing consumer habits. There’s a lot of talk about a K-shaped economy, in which the top income earners are doing ever better, while the rest fall behind or decline. But this bifurcation started taking place in consumer culture as well, also hitting hard in the 1990s.
This is illustrated by Charles Murray’s “Bubble Quiz,” designed to help affluent knowledge elites in America know if they are living in a bubble. (Answer: probably). He asks questions such as: Have you ever purchased Avon products? During the past year, have you ever stocked your fridge with a mass-market American beer? How many times have you eaten at restaurants like Applebees, Denny’s or Ponderosa?
As with middlebrow media content, some of the traditionally middle class consumer landscape has also disappeared. The department store went into steep decline, while luxury boutiques on the one hand and value brands like Wal-Mart on the other expanded. Online retailers like Amazon allow for a nearly infinite variety of products to be ordered by people in different market niches.
The upper middle class knowledge elite has different consumer habits, different folkways really, than the rest of America. Americans no longer inhabit the same consumer universe in the way they used to, though the fragmentation here is likely less than for media specifically.
In today’s media ecology, and a bifurcated consumer culture and folkways, social solidarity and a political middle ground are simply harder to find. Stephen Colbert is a product of this environment much more so than of “media bias.” Johnny Carson himself would be struggling on late night TV in today’s world.
Watching Johnny Carson or drinking Maxwell House in common doesn’t necessarily mean two people would be fast friends or vote the same way. But they’d at least have some experiences that would provide a language for them to relate to each other. And for politicians or others to reference when appealing to them. (Knowledge of the Bible, another similar cultural touchstone, has also dissipated).
That old mass-media, mass-consumer common culture was inevitably time bound. It was created by a particular set of media technologies and a particular industrial landscape, in an era when America was demographically homogenizing due to low levels of immigration.
But it shows how we were able to create a shared layer of “thin” culture - I would call this part of the “Human-Social Stack” - that worked well for our country in conjunction with the “Techno-Industrial Stack” of new media technologies like television and the explosion of modern consumer goods.
Today’s techno-industrial acceleration of the internet, social media, now AI, and globalization have disrupted the cultural glue such as a shared media and consumer experience that made the old system function, but without building a replacement capable of filling the same role. Our human-social leg has not kept pace with our techno-industrial one. No surprise we are seeing social and political stresses as a result.