Limbaugh’s attack on Fluke was as irresponsible as it was abhorrent, the author writes. Ad exodus dooms Limbaugh's model

The financial model that fueled Rush Limbaugh’s radio show seems to have disintegrated in recent weeks, with at least 100 advertisers reportedly abandoning his radio program.

For more than two decades, “The Rush Limbaugh Show” has promoted his brand of misogyny, racism and general intolerance to an audience of more than 15 million people on as many as 600 radio stations. He has accused actor Michael J. Fox of “exaggerating the effects” of Parkinson’s disease; called the National Organization for Women “nags” who “are a bunch of whores to liberalism”; and just last week referred to a Washington Post reporter as a synonym for a female dog.


(See also: 'Rush Limbaugh Show' responds to Brock)

Limbaugh’s recent attack on Georgetown law student Sandra Fluke was as irresponsible as it was abhorrent. His words were not simply a glancing blow or an accidental slip of the tongue. They encompassed three days of his program, more than six full hours.

While Rush, already under duress from advertisers, apologized for calling Fluke a “prostitute” and a “slut,” his diatribe went further. To this date, he has shown no contrition for saying Fluke wanted “taxpayers to pay her to have sex” or that she should post sex “videos online so we can all watch.”

Unlike his attacks on NOW or Fox, Fluke is a private citizen. Her only sin was to attempt to discharge her right to petition her government. While Rush’s attacks on public figures, most notably women, have been offensive, to levy these attacks against someone without any public means of defense is bullying.

At Media Matters for America, we have monitored “The Rush Limbaugh Show” every day since our founding in 2004. There is no example we can recall in which Limbaugh, or any other media figure, levied attacks of the tone and duration of those leveled against Fluke.

It is for that reason that Media Matters, along with numerous other groups, have begun to educate advertisers about the damage their financial support of Limbaugh’s program can do to their brands.

There is a myth that advertiser actions, like those now targeted at Limbaugh, impinge on his constitutionally guaranteed freedom of speech. The truth is just the opposite: They are a demonstration of the power of the First Amendment.

We are not a government entity attempting to stifle Limbaugh’s speech. Instead, we are using our right of free assembly to join together and raise our voices against Limbaugh. We are, in fact, engaging in the marketplace of ideas, one in which people, examining all of the facts, can choose whether it is in their financial interest to support hate radio.

We are confident, seeing the reaction over the previous two weeks, that sponsors will take their dollars elsewhere.

It’s ironic that Limbaugh would accuse others of trying to silence him, when his own actions were designed to prevent them from speaking out. What Limbaugh clearly hoped to accomplish in his more than six hours of attacks on Fluke was to exact a price for her willingness to speak her mind on a controversial issue, to send a message to other women that if they speak out, they too will be attacked.

Twenty years ago, in one of my most regrettable episodes in the conservative media, I used similar words to attack Anita Hill, calling her “a little bit nutty and a little bit slutty.” Reading those words today, I cannot comprehend the level of disrespect toward women I presented. Beyond the sexism, there was the clear message sent to women: Stand up and you will be attacked.

Unfortunately, it is a message the right has sent over and over — and not just to women. Five years ago, Limbaugh assaulted then-12-year-old Graeme Frost, whose crime was delivering a Democratic radio address laying out the case that the Children’s Health Insurance Program saved his life.

The right savaged his family members, digging through their personal finances and publicly humiliating them for the crime of speaking out.

Our democracy is dependent on a vigorous public square where left and right openly debate the issues of the day. For 20 years, Limbaugh’s program has not added to this debate. By attacking public figures in the most hateful terms and working to silence brave citizens who speak up, he has, instead, diminished it.

David Brock is the founder of Media Matters for America and the author of the new book “The Fox Effect.”