In 2002 I was in New Hampshire, listening, as I cooked in the kitchen to radio out of Boston Mass. I was pretty horrified by presenter Jay Severin on WTKK-FM (96.9) and his acerbic vitriol against anyone only vaguely to the left of Genghis Khan as my father might say. In other words, a large percentage of the population of the United States were belittled and branded ‘Un-American’. Educationalists, Liberals, Democrats, immigrants, foreigners, ‘Old Europeans’ and particularly the French of course were targets.
I have just found the recordings I made, and post 9/11 and in the build up to the invasion of Iraq, Severin said many, many things that you would not get away with on UK radio. For example, he said something pretty damn close to: “When you go to the gas station to fill up your car, and you see a guy standing there at the pump and you think he looks like he might be an Arab, and you think to yourself, ‘that guy probably supports Al Quaeda, don’t be ashamed, your right!”
I was also horrified at the rational person’s inability to be heard without being branded the Enemy, and the opposition politicians and journalists’ capitulation and abject failure to counter the McCarthyesque climate of fear disseminated by President Bush, Donald Rumsfeld et al at that time.
Severin, who’s catchphrase was to refer to his listeners as ‘Boston’s Best and Brightest’, as in “Good morning, Best and Brightest…”. kept a tight control of his phone-ins with various techniques, the first by being kept well informed of current events and having access to facts and figures, whereas callers by and large were more in touch with their gut feeling and expressed their emotions about the issues rather than anything arguable, and they fell largely into two categories; one being those who agreed with Severin, who were lauded, sympathized with, encouraged and honoured by Severin with his ‘Best and Brightest’ accolade, and listener type two, who disagreed. If, in the uncommon event that Severin could not defeat them in open argument, he could always keep the upper hand with his ability to cut them off at any time, and sometimes telling them cordially that he disagreed before doing so, only to call them an ‘A-hole’ after they had gone off air. He always had the power of the last word.
It is really important to understand, and my example above is a good one, just how Severin was scaring the crap out of his listeners, and at the same time, re-assuring them with his catchphrase that they are the smart ones and especially so for listening to him. His endorsement became a sort of security blanket for them.
How is this relevant to Marshall McLuhan’s Mechanical Bride? In his 1951 book, each essay begins with a newspaper or magazine article or an advertisement, followed by McLuhan’s analysis thereof. Through the advertisements on WTKK-FM during Severin’s shows, I made, at the time, an analysis, which I refrained from phoning into him on the grounds that any call was food for his show and the propagation of his message, although I was sorely tempted. I regret now, not at least giving it a go, especially since I was in a position to record it. I simply did not want to be humiliated on air, so I did not engage.
Any commercial radio show, especially in the USA, runs on a balance between ratings and advertisers, who will want to see the demographic breakdown of a station and a show’s listenership and its finer details such as what kind of listener does the show attract and how they spend their money, before they spend theirs. Therefore the advertisers on the show return a clear insight into the listener, in this case, Boston’s so called Best and Brightest. We can see who Jay Severin is talking to exactly.
Apart from automobile related advertisers, commercials during Jay Severin’s show were persistently for Viagra type products and dating agencies. A very simple analysis reveals that not only were Severins male listeners unable to find a girlfriend on their own, but when they eventually did, they couldn’t get it up. Jay Severin’s Best and Brightest not only lacked the confidence to find their own partner, but needed pharmaceutical assistance to perform the most basic and insistent of all human functions. Severin was able to scare the living daylights out of these most insecure of people with tales of enemies in the gas sation, Mexicans taking their jobs, French products infiltrating their shelves, of impending doom and Muslim conspiracy, and in turn make them love him for unifying the greatest nation on earth and the only one that matters, with his rational sense and indisputable logic and the subsequent affirmation of what is obviously right that he instilled into their insecure and jelly-wobbled fearful and paranoid brains.
I am pleased to notice that the very same day I write this, albeit 11 years too late after this distressing listening experience, Jay Severin has finally been sacked from WTKK-FM (96.9)
Timing. The art of good comedy.
UPDATE: see here for audio.
Filed under: Thoughts & Observations, Words, Jay Severin, Marshall Mcluhan, WTKK-FM (96.9)



