MSNBC Celebrates 30 Years Despite Recent Rebranding
MSNBC first hit cable television on July 15, 1996, and now, interestingly, a show called MS NOW is commemorating its 30th anniversary—notably, it was renamed just last November. The announcer enthusiastically declares, “Celebrating 30 years…bringing journalism that informs, empowers, and strengthens our democracy.”
Initially, MSNBC seemed like a stepping stone for NBC News talent. Tom Brokaw, the anchor of NBC Nightly News, took pride in his work there. A memorable moment occurred on October 29, 1996, when Brokaw interviewed former Soviet leader Mikhail Gorbachev on “Internight,” praising him for being a “brave and far-reaching prophet” who aided the decline of the Soviet Union. Brokaw even suggested, “Maybe someday we’ll see you again in Russian politics.”
In its early days, MSNBC showcased a more diverse political ideology, featuring conservative hosts like Alan Keyes, Laura Ingraham, and the original host of “Scarborough Country.” Meanwhile, Pat Buchanan teamed up with liberal Bill Press for a “Crossfire”-esque program.
MSNBC was known for its opposition to the Iraq War and for supporting protest movements. David Shuster, a reporter, once told Chris Matthews that the massive protests revealed two superpowers: the United States and the millions who thronged the streets to oppose its policies.
The channel’s leftward shift has been epitomized by hosts like Keith Olbermann and Matthews, who often vented frustrations. Olbermann repeatedly accused George W. Bush of fascism and engaged with former Watergate figure John Dean in discussions about his book, questioning the psychological ramifications of political ideologies and their threats to democracy.
In 2008, Olbermann made headlines for instructing President Bush to “shut up!” on air, encapsulating MSNBC’s confrontational style.
Matthews’ reactions during the Obama era were often dramatic. After a stirring Obama speech, he claimed to feel his “feet pounding,” and Olbermann chimed in with “Solid.” Matthews insisted he wasn’t joking, emphasizing the emotional connection to America rather than political commentary.
Throughout Obama’s presidency, Matthews maintained that the president did everything right, portraying him as a paragon of virtue while dismissing criticisms as somehow unfounded. In 2016, when Hillary Clinton ran for president, MSNBC’s Joy Reid lauded her extensive resume, even suggesting it surpassed that of many past candidates, including John Quincy Adams.
After Hillary’s loss, Rachel Maddow reflected positively on Obama’s legacy, asserting that he would be regarded as one of the top presidents in history, even aside from his status as the first African-American president.
However, Maddow has also taken a strong stance against Trump, using language that suggests an authoritarian grip on democracy. In an August remark, she lamented the drastic changes in America, implying that the nation now faces a dictatorship. Alongside Lawrence O’Donnell and others, she warns of fascism’s creeping presence, promoting a journalistic narrative that claims to uphold democracy.
It’s interesting to note that while Trump has been labeled a dictator, his administration hasn’t aggressively shut down opposing media outright—rather, his approach seems focused on lawsuits for defamation instead. This brings into question the portrayal of censorship by some networks while also potentially complicating their legal standing in court.
