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mp empire and lifestyle according to the book trump revealed by washington post journalists marc fisher and michael kranish the executive jeff zucker rode the trump steed hard when the reality tv star was preparing to marry melania knauss in 2005 zucker wanted to broadcast the wedding live trump uncharacteristically declined but make no mistake there would be no trump the politician without trump the tv star one begot the other politics is television and television is politics if you re looking for a person who embodies that fake version of reality most purely you need look no further than jeff zucker despite his network s present hatred of trump zucker would give trump his own show right now if he wanted one for ratings and ad revenues let s go back in time and consider another event one which i ve analyzed in great detail it took place on nbc in 2004 when zucker was the head of the network s entertainment division keep in mind that the tonight show with jeno leno was a prime piece of the entertainment division then what leno pulled off in 2004 had to have the ok from zucker because it was a highly unusual move a distinctly unethical move what happened when an actor wanted to launch a political career and become a governor the whole news division of a major network surrendered itself for one ratings busting night to a talk show this is how arnold schwarzenegger won the california governor s race it all came down to his famous appearance on the tonight show with jay leno where he announced that he was going to run i obtained a copy of show watched it many times transcribed the dialogue and noted the audience reactions breaking down the segments revealed what happens when news and entertainment and pr and political advocacy all blur together in a single wave the show had been hyped as the moment when arnold would announce whether he was going to run in the recall election against california governor gray davis the public anticipation was sky high no one seemed concerned that nbc was turning over its news division for one night to its entertainment division jeff zucker head of nbc entertainment was all in turning over network news to network entertainment was precisely the subject of the best movie ever made about television paddy chayefsky s network that didn t register with the national media if arnold decided to run for governor he wouldn t be announcing it at a stale press conference at the beverly wilshire hotel after a brief introduction from the snoozer la mayor richard riordan no arnold would obtain a rocket boost from jay leno keep in mind that talk shows warm up and prep their studio audiences to act and respond with amphetamine like enthusiasm and then that audience transmits its glow and howling racket to the wider television audience thereby blowing an artificially enhanced event across the landscape on the night of august 6 2003 tonight show host jay leno devoted two six minute segments to the arnold of course it was more than an interview jay had been touting this night as the occasion for a key revelation in the comic play called the california recall election arnold would say yes or arnold would say no he would run for governor or he would decline bigger than conventional news arnold strode out on to jay s stage a tonight show camera picked him up from a grossly complimentary low angle making him appear even larger and more physically imposing than he is jay was positioned standing behind him applauding lending an affirmative gloss to the entrance already it looked and felt political this was not a beginning the impression was of something already in motion a train to catch up with as the man of the hour sat down next to jay he commented that there was a big audience in the house can you believe all these people here and capping his first gambit he stated that every one of them was running for governor of california ha ha at one point there were 135 gubernatorial candidates quickly jay gets down to business the business of making the evening extra special now i don t think we ve ever had this much press at the tonight show for any let s look at our press room normally the press sit in the audience cut to a stark room shot from above about 40 reporters doing almost nothing at tables obviously the room was set up for this event jay cracks a couple of jokes about the press gaggle lowers his voice and turns his full attention to arnold it s been weeks and people going back and forth taken you awhile and you said you would come here tonight and tell us your decision so what is your decision arnold replies well jay after thinking for a long time my decision is the sound cuts off and the tv screen displays an old please stand by notice thick white letters against a background of an ancient station test pattern from the 1950s a mechanical tone plays for several seconds the audience laughs there is applause too cut back to jay and arnold arnold says that s why i decided that way big audience laughter jay going along as if arnold had spilled the beans during a momentary technical malfunction shouts right good right i tell you i am shocked i can t believe it i can t believe it jay then starts out from the bottom again whether you re going to run has been in my monologue it s been good for like a thousand jokes over the last couple of weeks once more he gently poses the question what are you going to do it s still too early for an answer and jay knows it arnold wants another false start he s planned it well my decision obviously is a very difficult decision to make you know it was the most difficult decision that i ve made in my entire life except the one in 1978 when i decided to get a bikini wax laughter applause whistles the studio audience warms to the fact that arnold glimpses an absurdity about the whole proceeding he s our arnie laughing the way we laugh hell all we ve got are laughs in this life and our boy isn t going to go stuffed shirt on us arnold then gives his rehearsed political speech he reflects that california was a grand land of opportunity when he arrived in 1968 it was the greatest state in the greatest nation however now the atmosphere in california is disastrous he says there is a disconnect thank you pop psych 101 between the people and the politicians the politicians are fiddling fumbling and failing very big applause follows the audience is doing its job close by off camera we hear jay thumping his own personal hand claps the host is pumping his studio crowd and giving his seal of approval to a remark whose veracity is supposed to be tested by the recall election itself and there is a phalanx of teen age girls screaming at a very high pitch in the studio they re adding a major element of hysterical enthusiasm where did they come from are they a legitimate arnold demographic were they pulled out of a valley mall to paper the crowd do they migrate from talk show to talk show from this point forward they ll play a huge role in every audience outburst arnold gathers steam he tells one and all that the people of california are doing their job they re working hard paying their taxes raising their families but the politicians are not doing their job now he executes a blend around the far turn and the man that is failing the people more than anyone is governor gray davis the crowd goes wild the girls scream as if they re at a kiddie rock concert in the magic presence of four sixteen year old pretty boys it s eerie and now the audience is suddenly on edge they can handle the juice the longed for result arnold senses it he lets the audience hysteria roller coaster die down and then taking it up to heaven announces that he arnold is yes going to run for governor of california boom bang pow zow the studio audience cracks the ceiling wilder than wild the girls are shrieking walls of sound way above high c undoubtedly the show is flashing applause signs jay shakes his head and grins like a pro hypster who s just witnessed a very very good variation on bait and switch as if arnold was supposed to say no but now he s saying yes the tonight show band lays down some heavy chords jay shouts there you go there you go that woke em up that woke em up we cut to the press room and sure enough the reporters are now on phones typing at their keyboards the story is live and good to go a global event is underway amid the roar and the music jay smiling broadly and wisely shakes his finger at arnold and says to him you know something it seems jay s about to utter that s the best damn switcheroo i ever saw but he doesn t do it instead as the noise abates he says it s a good time to go to a break the band plows into a funk riff under the applause and the show cuts to commercial the sea has parted the consecration has been performed the ax felled the tree in the forest and everyone heard it marshall mcluhan rolled over in his grave sat up grinned lit a cigar and sipped a little brandy after the commercials in the next six minute segment jay and arnold attain a few more highs of audience madness high one arnold mentions that 1 6 million californians have signed the recall petition and are saying we are mad as hell and we are not going to take it anymore wowee no one notices or remembers this line was made massively famous in network the bitter satire on news as entertainment is it remotely possible arnold recalls the 1976 paddy chayefsky film and its newsman howard beale who survives a ratings dive by delivering a delirious populist message on air and becomes for a short time the most revered man in america is it possible arnold knows the tv network portrayed in the film gave its news division to its entertainment division exactly what s transpiring right there for the moment on the tonight show high two arnold clarifies his message to all politicians everywhere do your job for the people and do it well or otherwise you re out hasta la vista baby zowee high three after telling the crowd they all know gray davis can run a dirty campaign better than anyone and that davis has been selling off pieces of california to special interests arnold says with conviction and confidence i do not have to bow to any special interests i have plenty of money no one can pay me off trust me no one audience hysteria they love that he s rich high four arnold says of davis everyone knows this man has to go huge roar high five arnold plays a final pun card i will pump up sacramento yet another roar the band takes it out with more funk jay stands up and goes over and hugs arnold in profile near his desk and follows him closely toward an exit at stage left jay starts to whisper something in arnold s ear but pulls back and smiles and still on camera applauds arnold along with the audience it s show biz in a bottle jay arnold the crowd the band bouncing off one another and yielding the effect of absolute synthetic thrill the tonight show provided the moment for a globally famous actor to decide to run for office in the same state where the show originates in the entertainment capital of the world in front of the clear prime cut admiration of the host and the studio audience that specialized creature from whose maw instant credibility can be coaxed and birthed in seconds was very very ready to go all along imagine an advance man pre selling this kind of pr stunt i know a guy who can introduce your message to the softest wildest water cooler crowd this side of paradise oh yeah how big a crowd only a thousand or two but they re instantly hooked up to say ten million people in the target area it s as infectious as ebola come on and that s not all i ve got a host for that softest wildest audience and he has the whole world in the palm of his hand when he exposes your message for the first time anywhere and when his audience goes nuts with glee nothing will stand in your way your opponents will go down like bowling pins too good to be true wrong and let me point out what i m saving you from if you tried to launch your message at a shopping center or a press club or a hotel ballroom or construction site or on a movie studio sound stage you could get laughed right out of town really because let s face it you do have a pretty vapid message when you boil it down you need a unique venue where the joke and the camp and the craziness are all folded into the event itself and the shock and surprise and hoopla are integrated you need an audience that celebrates bad and good jokes as all good and the host has the ability to marry up every shred of this bizarre happening and take his crowd to orgasm and the contagion factor the audience in the television studio and the viewing audience at home are one my boy what stuns and delights the former incorporates itself into the living cells of the latter the home audience is terrified of being left out the host and his in studio crowd give instant universal legitimacy to the moment believe me it s irresistible like that mcluhan thing the audience becomes the actor precisely that is how it happened that is how arnold schwarzenegger obtained his billion dollar ad on jay leno on august 6 2003 and that was when he won the recall election there was no counter strategy for it governor gray davis was left out in the cold the announcement of arnold s candidacy was the end of the election in the aftermath media pundits did not punch up this piece of mind control with any serious heat nor did they immediately seek a heavy investigation of nbc s ethics in allowing the leno arnold event to take place the tonight show was a perfect killing ground arnold the earnest and powerful and germanically jolly and occasionally self deprecating soul aware of the comic book component of his success jay the jokester who can work as a homer and straight man at the drop of a hat and jay s audience willingly propelled into the late night nexus of we ll laugh so hard at any old damn thing we ll make a cosmic celebration out of it something out of nothing ge then the owner of nbc we bring good things to life an election campaign message was passed hand to hand mind to mind adrenal gland to adrenal gland from a concocted groomed cultivated prepackaged television studio audience to every voter district in california and out to the whole world when people show up in the studio to see leno in person they soon understand the game they re not just there as happy onlookers they re drawn into the process they re offered a trade off if they become active shills for the show right there in the studio they ll become part of the story they ll attain new status their laughs and squeals and shrieks and rebound guffaws their revved up salvational applause at those moments when a guest segment or a joke is falling flat will provide key segue and filler and affirmation and speed candy for the larger audience at home it s a group collaboration who cares except when a fading movie action hero suddenly says he s going to take over the reins of california in the televi...
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