It's all about ratings, attention, and keeping listeners. His ego's as big as Alaska and occasionally larger than Jupiter. Limbaugh says in the video:
The formula for making you, the listener, mad hasn't changed a bit, yet people keep falling for it. It amazes me.
... I have found anytime you express an opinion, half the people that hear it are going to disagree with you by law of averages. If you embellish the opinion with confidence and cockiness, then you're getting into generating hatred and so forth. There are a lot of people who would like to be confident about what they think. Most people aren't. Most people are trepid about what they think. And if they are subjected to someone such as myself who's not, it tends to offend them. But the key is knowing that nobody can get everybody to like them.
Keeping in mind that the law of averages indicates that half the people who listen to you are not going to like you, (you've) still got to find a way to make those that don't like you to enjoy listening to your program and that is really the key to the entertainment that people turn on radio to be entertained, entertained, entertained. ... A lot of people say, "Do you really believe the stuff you say?" I don't know. That's for you to figure out. (Rush Limbaugh)
I found this Rush Limbaugh video while tracking down Jamie Foxx's imitation of President Barack Obama, and then I decided to post it. Last week, when Limbaugh said, "I hope Obama fails," I wrote one line because Limbaugh is Limbaugh. I was going to leave it at that, but I ended up using Limbaugh as an example of someone who practices dishonest criticism when I commented on a BlogHer post about dissent and patriotism.
Naturally, someone who agrees with Rush and hopes Obama fails felt she needed to respond to my comment and explain to me what Rush really meant. You can guess how the rest went.
Inflame but cloak as entertainment: I've known this was Rush Limbaugh's philosophy since I used to listen him in the 90s. He's got that cockiness down and is fearless in going after his share of the radio market. He uses mean humor and twists facts, whatever it takes to keep an audience worked up, and justifies it by saying he's delivering a message. I guess his message is "Hate is good, especially if it keeps you voting the way I vote."
I stopped listening. Anything I hear of him today I learn through another news source. Some people listen because, as he says, he knows how to keep even listeners who don't like him. He appeals to spectacle, the draw that keeps you watching a train wreck even when the bloody bodies turn your stomach.
Others listen and buy into what he says, lies/embellishments and all, and that's fine by him, even if the lie provokes resentment of other ethnic groups or an individual. It's all about him and his need to be King of radio.
The man likes to succeed pushing hate and hopes President Obama fails pushing hope.
Rush Limbaugh is a master communicator who embraces the art of ugliness; he's a media whore and verbal sociopath.