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Joshua A Braun

Print publication date: 2015

Print ISBN-13: 9780300197501

Published to Yale Scholarship Online: May 2016

DOI: 10.12987/yale/9780300197501.001.0001

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If We’re Not Online, We Don’t Exist

If We’re Not Online, We Don’t Exist

The Rachel Maddow Show Builds a Web Presence

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(p.170) 9 If We’re Not Online, We Don’t Exist
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This Program Is Brought To You By...
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Joshua A. Braun

Publisher:
Yale University Press
DOI:10.12987/yale/9780300197501.003.0009

This chapter examines the case of The Rachel Maddow Show (TRMS) and how it developed a new and different online strategy that ultimately became the model for other MSNBC television programs. TRMS is a cable news site that has grown into a great success story of television on the web. Consistently ranking at the top of many popular online audience metrics, TRMS is considered one of the top three sites attached to cable news programs. This chapter considers how Rachel Maddow's characterization of herself and her affinity for the web has contributed to TRMS's online efforts. It also looks at the appointment of Will Femia as a single, dedicated web producer for TRMS and Femia's use of standard templates to simulate blogware.

Keywords:   blogware, Rachel Maddow Show, MSNBC, television programs, cable news, Rachel Maddow, Will Femia

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