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Profile: Dave Serchuk
Dave Serchuk was a participant or observer in the following events:
John McQuaid, a senior columnists for Forbes magazine, calls talk show host Rush Limbaugh’s recent apology to Georgetown law student Sandra Fluke (see March 3, 2012) an insincere “non-apology.” Fluke testified in opposition to a House amendment that would have allowed health care providers to deny contraceptive coverage and other health care necessities if they had religious or moral objections (see March 1, 2012) and was vilified for three days by Limbaugh (see February 29, 2012, March 1, 2012, and March 2, 2012). McQuaid says the usual “non-apology” from Limbaugh and others is a crude affair, condescending in tone and piling new insults atop the old. However, Limbaugh’s recent “non-apology” is a bit more sophisticated, he writes, “[b]ut no less insulting to the poor woman he spent several days attacking and defaming, and to the intelligence of anyone who paid attention.” According to McQuaid, Limbaugh is trying to placate his advertisers, who are leaving his show in increasing numbers (see March 2, 2012 and After). Instead of saying that he is sorry if anyone was offended—the usual form a “non-apology” will take—Limbaugh tried to pretend the entire affair “was all just a big joke that no one should have taken seriously.” Limbaugh then defended his own position on contraception, the issue that he disagrees with Fluke on and the spur for him labeling Fluke a “slut” and a “prostitute,” and finally said words to the effect that had he made better word choices, there would be no need for apologies. McQuaid writes: “Conservative radio hosts pride themselves on their plainspoken directness. The idea of Rush Limbaugh attempting to retcon weasely nuance into his own past statements to obscure his excesses: now that’s absurd.” [Forbes, 3/3/2012] Days later, Forbes contributor Dave Serchuk will call Limbaugh’s apology a “quarter-loaf mea culpa” that proves Limbaugh is becoming increasingly irrelevant in modern political society. “Limbaugh doesn’t seem to grasp that you can’t call a woman the vilest things imaginable and expect all people, not just women, to not be offended. He then didn’t get that his usual doubling down on a bad bet and bluster would not get him out of it. Then he didn’t get that when he apologized he actually had to mean it. It’s also like he didn’t get that women are an extremely powerful and massive part of American life, growing more powerful every day. And they don’t like their desire for safe, affordable reproductive control to get them labeled as town whores, like we were all back in a Bible Belt high school in the 1970s. That’s considered offensive. This should be obvious. But he’s happy to write off more than half the American population.” After the 2012 election, Serchuk predicts, Limbaugh’s influence will steadily fade: “He won’t go away over night. But over time he will fade in power and influence, inexorably, his name leaving a bad taste in people’s mouths. He will end as he began, a lonely man in a radio booth, shouting at the air.” [Forbes, 3/7/2012]
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