The RNC called a media boycott of MSNBC after the network posted a tweet saying right-wing Americans hate a new Cheerios commercial featuring a bi-racial family. MSNBC, subsequently, tweeted an apology - but, is it enough?
As a result of the offensive tweet, Republican National Committe Chairman Reince Preibus issued a boycott of the network this morning, barring any RNC staff from appearing on the network until MSNBC President Phil Griffin continues to honor his network's tradition and apologize.
RNC Spokesman Raffi Williams told CNSNews.com:
Surely, when Phil Griffin took over MSNBC, his goal wasn't to oversee a network that consistently insults and demeans Americans. That is why we have called on him to apologize and take internal corrective actions that will halt the escalating trend of insulting rhetoric coming from his network.
When asked if MSNBC.com executive editor's Richard Wolffe's apology via Twitter was satisfactory enough to lift the RNC's boycott, Williams said:
Phil Griffin is the head of MSNBC and the buck stops with him. There have been too many of these incidents on too many of his shows and it's time for him to take responsibility for his network and apologize.
Does anyone remember that amazing Cheerios commercial featuring a biracial family? Yes, there were some people that were oddly caught off guard by it, but the good news is that it's being resurrected for the Super Bowl. The problem: MSNBC decided to use it to smear conservatives as racist.
In short, MSNBC needs to find a new social media manager because whoever is running their Twitter account is an abject disgrace.
Now, MSNBC has deleted the tweet and apologized, but here's the screenshot of the egregious offense.
Earlier, this account tweeted an offensive line about the new Cheerios ad. We deeply regret it. It does not reflect the position of msnbc.— msnbc (@msnbc) January 30, 2014
We are deleting the earlier offensive tweet. It does not reflect msnbc's position and we apologize.— msnbc (@msnbc) January 30, 2014
MSNBC's executive editor Richard Wolffe also tweeted "The Cheerios tweet from @msnbc was dumb, offensive and we've taken it down. That's not who we are at msnbc."
The Cheerios tweet from @msnbc was dumb, offensive and we've taken it down. That's not who we are at msnbc.— Richard Wolffe (@richardwolffedc) January 30, 2014
Wolffe says "that's not who we are at MSNBC," but there seems to be a lack of self-awareness at this network that has made a living off of boosting the blood pressure of its liberal base to unhealthy levels:
- Melissa Harris-Perry's highly insensitive attack on the Romney family for adopting a black child,
- Ed Schultz's calling Laura Ingraham, a "right wing slut,"
- Alec Baldwin hurlinghomophobic slurs, and
- Martin Bashir's colorful commentary where he wishedsomeone would defecate in Sarah Palin's mouth.
Even the Washington Post's Erik Wemple wrote today that "the string of offenses raises doubts about Wolffe's claim that the tweet from last night doesn't reflect 'who we are at msnbc.' Rather, the tweet appears to a careful observer to define precisely what MSNBC is becoming: A place that offends and apologizes with equal vigor."
Yeah, that's a great way of building a brand.
Editor's Update: Phil Griffin has, reportedly, issued a personal and public apology stating that the employee responsible for the tweet has been dismissed.