After running a proto-fascist campaign, President-elect Donald Trump will bring his hate, misogyny, and bigotry to the White House at the end of the month. And when he does, NBC will have a machine ready to normalize him. Morning Joe host Joe Scarborough is cozying up to Trump, the network is literally paying Trump through Celebrity Apprentice, and MSNBC is reportedly in talks to hire Greta Van Susteren, a longtime Fox News host with a history of treating Trump with kid gloves. And now Megyn Kelly, who famously buried the hatchet with Trump by lobbing him a softball interview and then withheld information about him until after the election, is also going to work for NBC.
By any measure, the Trump normalization effort at NBC begins at the top, with the network actually paying money to Trump as a result of his Celebrity Apprentice executive producer credit. The problem here is simple: NBC will have a fiduciary relationship with the president of the United States. The network now has an incentive to weigh aggressive reporting about the president-elect against what it might lose in revenue if Trump’s reputation is damaged. NBC, after all, is the network that had the hot mic tape of Trump bragging about sexual assault — but it’s not the outlet that broke that news.
The tangles of the Trump-NBC connection were reflected in Matt Lauer’s recent interview with new Celebrity Apprentice host Arnold Schwarzenegger, in which the two downplayed the conflict of interest posed by Trump’s role in the show. Far from raising concerns about a financial arrangement between a network and the president, Lauer instead teased the increasing personal involvement Trump could have on the show as the season goes on. That’s normalization, and it’s driven by a desire for profit margin, plain and simple. As the Trump administration draws nearer, we’re seeing signs that this approach could repeat itself in the news division.