The secondary boycott of Rush Limbaugh advertisers is portrayed in the media as a reaction to a groundswell of public outrage. In fact, the secondary boycott was initiated by and driven by Media Matters, which had a “Stop Limbaugh” campaign on the shelf waiting to be used, and was executed by Angelo Carusone, Director of Online Strategy for Media Matters.
Carusone was the person behind online efforts against Glenn Beck even before joining Media Matters in 2010, and also is behind Stop Fox News and Stop Limbaugh efforts. His role appears to be going after advertisers, and getting others to do so via Twitter and other online media.
In an interview with The Village Voice, Carusone acknowledged that there already was a dormant Stop Limbaugh campaign at Media Matters, which then was activated for this controversy:
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