ABSTRACT
Case story 5 tells the story of the evolution of conservative media in the United States to support the change lesson:
Use the principles of entertainment to educate and engage people in service of your change vision.
The culture of American conservatism is intimately tied to the emergence of a media network that uses provocation, argument, parody and polemic to entertain its audiences. Organisations, like the liberal media, tend to be objective and balanced in how they communicate. This is counterproductive, because objective communications are not emotionally engaging. Its cast of characters includes the conservative intellectual William F. Buckley, talk-radio superstar Rush Limbaugh and Fox News founder Roger Ailes. It concludes with an assessment of how the internet and social media favour emotionally entertaining ‘news’ and how the conservative media ecosystem has influenced this development.