America's brief national pundocratic nightmare appears over. Keith Olbermann, doyen of television's liberal-leaning wordsmiths and current poster child for media ethics, has been given a green flag to resume table-pounding on MSNBC, ostensibly to help square the media's sails against the starboard tack of neighboring Fox News.
All that remains is for Olbermann on Tuesday to don a hairshirt matching one of his shiny ties and with humility aforethought navigate the rough passage between the media's own Scylla and Carybdis: respectability and ratings.Recall that Olbermann's hands were summarily slapped last week when Politico pried into a batch of campaign contribution records and found his name among those media mavens who reach from beneath their shroud of self-proclaimed journalistic integrity to pad a few candidates' finances, ahead of the just-ended elections. Recall also the berating he received by MSNBC in the name of company policy and the subsequent silence by rival Fox News, who could have joined the flagellation in response to Olbermann's constant harangues but didn't at the risk of turning unwanted attention to Fox's own policies.We've had a weekend to mull the media quandary Olbermann brought into focus, a predicament long stewing in the mingled juices of outrage and obligation squeezed from journalists striving for objectivity in the employ of an industry driven by market forces. The responses to his behavior have been predictable. Less so are the pronouncements regarding MSNBC's obligation in the matter.When Olbermann's "Coundown" launched in 2003, its debut portended analysis from a broadcast professional brandishing wit, insight and, it seemed, a ready copy of Roget's Thesaurus, all of which had been apparent in Olbermann's banter with co-sportscaster Dan Patrick during their turn on ESPN's "SportsCenter" through much of the 1990s. Over time however, "Countdown," which examined five timely events in reverse order, morphed into a kind of counterpoise, with Olbermann devoting more time to commentary that skewered official statements made by the Bush Administration. MSNBC's tacit approval of this transition was clarified by the addition to its programming calendar of "The Rachel Maddow Show," whose host has adopted an unbashed liberal stance on issues, and more recently "The Last Word with Lawrence O'Donnell," a political analyst who, if viewed at certain angles, can be seen tilting perceptibly to the left.One wonders then what all the fuss was about at MSNBC, company policy against overt politicking notwithstanding, after Politico revealed Olbermann's contributions worth about $7,500 to Kentucky Senate candidate Jack Conway and Arizona congressional candidates Raul Grijalva and Gabrielle Giffords, all three campaigning as Democrats. MSNBC president Phil Griffin said in defense of Olbermann's suspension that the broadcaster violated a specific policy requiring network employees to state their political proclivities "before" writing endorsement checks, this defense suggesting Olbermann's behavior was justified had he filled out the proper paperwork in advance.The precondition, if any exists, surely is not that simple. However, the solution is overtly so, and it would require that MSNBC balance its scale of ethical behavior in reality and not in a reality-TV kind of way. Olbermann's show is ratings gold for the network (though Fox News is mining platinum, at present) because its host chooses positions, takes stands, tries to be the last and loudest voice in the room, and does not attempt to sneak his behavior or his politics past the network. If this evolution of "Countdown" to support this was a mistake, an aberration of some sort, then MSNBC should at least admit that much; otherwise, the network should give its cash cow more grazing space, well away from other real journalists in the field.