Very good book that explains the rise and shapeshifting of Tucker Carlson, who emerged as one of the most important media figures on the right in the 2010s and 2020s. Carlson simultaneously was a chameleon who sought opportunities, wealth, and platforms in a variety of media outlets (CNN, the Weekly Standard, MSNBC, the Daily Caller, Fox, and finally podcasting), and you can trace the changes to these media through his rise, fall, and rise. But he is both an ideologue and an opportunist, and he always had a hard right element that dissented significantly from the more moderate version of conservatism that controlled the GOP in the late 20th and early 21st centuries. He kept quiet about his reservations on the Iraq War and immigration reform in the 2000s, for example, because his job was to play a mainstream Republican on TV.
When exactly did Tucker Carlson become crazy? One thing this book gets across is that he actually did some decent journalism and wasn't a total hack for his entire career. But the media ecosystem fed his worst tendencies, especially as it fragmented and it became more financially sustainable to narrowcast at certain audiences. He embraced a persona that was probably to the right of Trump and which emphasized, above all, that an elite "they" controlled every thing and was out to get you and destroy your culture (this being targeted at a mostly white male audience). He became an apologist for authoritarian regimes and for even worse right-wing extremists and a propagandist for conspiracies like birtherism and January 6 trutherism. At a certain point, marinating in your own propaganda for years makes you believe it, especially if you were already predisposed to extreme views and paranoia, and it seems like that's what happened to Carlson.
And yet, I still think there is something to the idea that he knows better. He formed the Daily Caller with the original intention to do actual news, although this fell apart quickly. He has repeatedly texted his disdain for Trump, including on January 6 and regarding the pandemic, and has even called him evil and demonic. ANd yet, it was too juicy to resist becoming Trump's favorite pundit and an inside player in the highest reaches of government, and Carlson frankly doesn't have the integrity to resist the crazy. He'll go down in history as one of hundreds of conservatives who will acknowledge Trump's destructiveness in group chats and then support and grift off of him in public. In a different environment with different incentives, I think you could see Carlson being a much more staid figure. But none of this, of course, justifies or excuses his descent into utter madness.
Anyways, this book is fairly short and very well done, and it's a compelling look not only at Carlson but the larger media landscape over the past 30 years.