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| The polite way to describe the legacy of a man like Rupert Murdoch is to leave aside whether his accomplishments were good or bad and simply focus on how big they were. It is to eulogize him like Kendall Roy memorializing his father, Logan, in “Succession,” the HBO corporate drama none too slightly based on the Murdochs, among other dynasties. Maybe he had “a terrible force,” as Kendall put it, but “he built, and he acted. … He made life happen.” |
| 描述鲁珀特·默多克这种人的成就，礼貌的方式是抛开它们是好是坏，只关注这些成就有多大。人们可以这样歌颂他，就像HBO很大程度上以默多克家族为原型的企业剧《继承之战》(Succession)里，肯德尔·罗伊纪念父亲洛根时所说的，也许他有“可怕的力量”，但“他创造，他行动……他促成生活的可能。” |
| But the polite way is exactly the wrong way to assess Mr. Murdoch, who on Thursday announced his retirement from the boards of Fox and News Corporation. Mr. Murdoch achieved nothing the polite way. His style and his work were direct and blunt. Let us take his measure his way. |
| 但用礼貌的方式来评价周四宣布从福克斯和新闻集团董事会退休的默多克恰恰是错误的。默多克并不曾以礼貌的方式取得任何成果。他的风格和工作都是直接而不客气的。让我们用他自己的方式来衡量他。 |
| Rupert Murdoch’s empire used passion and grievance as fuel and turned it into money and power. |
| 鲁珀特·默多克的帝国以激情和怨恨为燃料，并将其转化为金钱和权力。 |
| His tabloids ran on the idea of publishing for readers as they were, not according to some platonic ideal of how one wished them to be. That meant pinups and prize giveaways and blaring scandal headlines. |
| 他的小报的经营理念是，读者是什么人，它们就提供什么内容，它们不遵循某种希望读者成为什么样的人的柏拉图式理想。这意味着美女照片、内幕爆料和触目惊心的丑闻大标题。 |
| Over years and decades, Mr. Murdoch’s properties shifted their definition of “elite” away from people with more money than you and toward people with more perceived cultural capital than you, something that would be essential to nationalist politics in the 21st century and Fox’s dominance. (He did all this while living the life of a jet-setting billionaire.) |
| 在过去的几年和几十年里，默多克的产业将“精英”的定义从“比你有钱的人”转变为“比你拥有更多文化资本的人”，这对21世纪的民族主义政治和福克斯的统治地位至关重要。（他在完成这一切的同时，还过着环游世界的亿万富翁生活。） |
| He translated this model to America in the 1970s with his acquisition of The New York Post. But that was a warm-up to his larger project of acquiring 20th Century Fox and applying his tabloid skills to the entertainment and broadcast business. |
| 上世纪70年代，他收购了《纽约邮报》(The New York Post)，将这种模式引入美国。但这只是他收购20世纪福克斯(20th Century Fox)、将自己的小报技能运用到娱乐和广播业务这一更大项目的预热。 |
| Fox gave Mr. Murdoch a movie studio and allowed him to create the Fox broadcast network in 1986; he would add publishers and more newspapers to his empire as well. But his news philosophy and his conservative politics were most fully expressed in Fox News Channel, which he launched with the former Republican consultant Roger Ailes in 1996. |
| 1986年，福克斯给了默多克一家电影制片厂，并允许他创建福克斯广播网络；后来他还为自己的商业帝国增加了出版商和更多报纸。1996年，他的新闻哲学和保守政治在与他和前共和党顾问罗杰·艾尔斯共同创办的福克斯新闻频道上得到了最充分的体现。 |
| Like Mr. Murdoch’s tabloids, Fox had an aesthetic that was key to its appeal. Where news programs once sought to project stability and gravitas, it had flash and energy. It had the tone and political attitude of conservative talk radio and the rah-rah spirit of TV sports (as well as the blinding graphics). |
| 和默多克的小报一样，福克斯的审美是其吸引力的关键。以前的新闻节目追求稳定和庄严，福克斯追求的是花哨和活力。它有保守派谈话节目电台的语气和政治态度，也有电视体育节目的狂热精神（以及令人眼花缭乱的画面）。 |
| But Fox was not a style phenomenon alone. It branded itself “Fair and Balanced,” implying that other outlets were unfair and unbalanced. “We Report, You Decide,” it said, implying a they who were making the decisions for you. |
| 但福克斯不仅仅是一种风格现象。它给自己打上了“公平和平衡”的标签，暗示其他媒体不公平、不平衡的。“我们报道，你做决定，”它说，暗示有一个“他们”在替你做决定。 |
| Fox promised news but its cash crop was feelings. Making viewers feel — feel angry, feel betrayed, feel threatened — was vital to keeping them tuned in for hours. The particulars of Fox’s mood, and its conservatism, adapted and evolved with the eras. It was jingoistic during the wars of the George W. Bush era. As Barack Obama emerged, it fed suspicions that he was alien, other, a malign un-American force. (Its morning show, “Fox and Friends,” gave airtime to a bogus story that he had attended a madrasa.) |
| 福克斯承诺提供新闻，但它的经济作物是情感。让观众产生感受——感到愤怒，感到遭受背叛，感到遭受威胁——这对于让他们连续几个小时收看至关重要。福克斯的特殊情绪，以及它的保守主义，随着时代的变化而调整和演变。在乔治·W·布什时代的战争中，它奉行沙文主义。随着奥巴马的崛起，它又让人们怀疑他是外人、异类、邪恶的非美势力。（它的早间节目《福克斯和朋友们》播出了一则假新闻，说奥巴马上过伊斯兰学校。） |
| When conservatives were losing, Fox held an audience by appealing to their sense of siege. Winning, they could find ways to feel besieged anyway, as with “The war on Christmas,” a Fox staple. |
| 当保守派失败时，福克斯通过迎合他们的被围攻感来吸引观众。就算胜利了，他们也能找到被围攻的感觉，比如福克斯的主打话题“对圣诞节宣战”。 |
| On Fox, the news was a serial drama filled with enemies and heroes, victory and peril. But like on a long-running thriller, each new twist had to top the last. The stakes had to heighten. Bushian Republicanism gave way to the string-on-a-bulletin-board theories of Glenn Beck, until, eventually, Tucker Carlson was mainstreaming racist “replacement theory” for one of cable TV’s biggest audiences. |
| 在福克斯，新闻是一部充满敌人与英雄、胜利与危险的系列剧。但就像一部长期的惊悚片一样，每一个新的转折都必须超越上一个。赌注必须加大。布什式的共和主义让位于格伦·贝克的公告栏信息网理论，直到最终，塔克·卡尔森将种族主义的“大取代理论”主流化，迎合了有线电视最大的受众群之一。 |
| That is not to say that Mr. Murdoch’s creation was simple or without contradiction. The formula that Murdoch applied to his tabloids — cheap-seats entertainment combined with right-wing populism — led, in his larger media empire, to the Fox paradox. The entertainment wing of the company produced, indeed specialized in, the kind of moral offenses that the commentators of the news wing would decry. |
| 这并不是说默多克的创造简单或没有矛盾。默多克运用在他的小报上的公式——廉价娱乐与右翼民粹主义相结合——在他更大的媒体帝国中导致了福克斯悖论。该公司的娱乐部门生产了——实际上是专门生产了——新闻部门的评论员会谴责的那种道德冒犯。 |
| On the Fox broadcast network, the outsider ethos and need to stand out led to brilliant inventions and tawdry disasters: “The Simpsons” and “The X-Files,” “Alien Autopsy: Fact or Fiction?” and “Who Wants to Marry a Multimillionaire?” Entertainment TV may not have been Mr. Murdoch’s core passion, but much of Fox network’s inventiveness came from the same principle of prodding strong feelings and reactions. |
| 在福克斯，局外人的精神和脱颖而出的需要导致出现了杰出的发明和庸俗的灾难:《辛普森一家》(The Simpsons)和《X档案》(The X-Files)，《外星人尸检——事实还是虚构？》(Alien Autopsy: Fact or Fiction?)和《谁想嫁给百万富翁？》(Who Wants to Marry a Multimillionaire?)。娱乐电视或许不是默多克的核心激情所在，但福克斯网络的大部分创造力都来自于同样的原则：激发强烈的情感和反应。 |
| Provoking reactions and sustaining attention would also define the candidacy and presidency of Donald J. Trump, Fox’s loyal viewer, longtime guest (he had a regular segment on “Fox and Friends” for years) and — if unintentionally — its most successful product. |
| 引发反应和持续关注后来也定义了特朗普的候选人资格和总统任期。特朗普是福克斯的忠实观众和长期嘉宾（他有许多年在《福克斯和朋友们》中有一个固定版块），他是福克斯最成功的产品——即便这只是意外的结果。 |
| Mr. Trump used Fox as a platform, intuited what its viewers wanted, then wrested them away by giving them a purer, more thrilling version of it than Fox itself. Fox could play footsie with Islamophobia; he called for a ban on Muslims entering the United States. Fox had to ultimately call the results of elections that disappointed their viewers; he could declare the whole thing stolen. |
| 特朗普把福克斯当作一个平台，凭直觉判断它的观众想要什么，然后给他们一个比福克斯本身更纯粹、更令人兴奋的版本，把他们抢走。福克斯可以玩弄伊斯兰恐惧；他就呼吁禁止穆斯林进入美国。福克斯最终不得不宣布令观众失望的选举结果；他就宣布选举被窃取了。 |
| If, as has been reported, Mr. Murdoch eventually came to hold Mr. Trump in disdain, it is an irony of his late career, which found Fox ensnared in the aftermath of Mr. Trump’s election loss. The network paid a $787.5 million settlement for a lawsuit over its coverage of the stolen-election lies. Shortly afterward, it fired Mr. Carlson, a star turned liability, and lost many of his viewers in prime time. All the while it was under pressure from right-wing networks and platforms with an even fuller MAGA sensibility and looser relation to reality. |
| 如果像报道的那样，默多克最终开始鄙视特朗普，这是对他晚期职业生涯的一个讽刺，因为在特朗普大选失利后，福克斯陷入了困境。为了了结因其报道选举被窃取的谎言而引发的诉讼，该电视台支付了7.875亿美元的和解费。不久之后，它解雇了从明星变成累赘的卡尔森，在黄金时段失去了许多观众。与此同时，它一直受到右翼网络和平台的压力，这些网络和平台有着更强烈的“恢复美国伟大荣光”意识，现实是什么不那么重要。 |
| There is a Frankensteinian fittingness to Mr. Murdoch and his network’s losing control of the very passion, fury and sense of righteous injury that Fox News conquered the ratings by encouraging. It is one thing to stoke that flame, another thing to try to turn it down like a burner on a stove. |
| 福克斯新闻通过激发激情、愤怒和公正受损的感觉来赢得收视率，默多克和他的电视台失去对这些的控制权，有种弗兰肯斯坦式的恰如其分。煽风点火是一回事，企图像关炉子一样关掉这把火又是另一回事。 |
| A man who made his fortune giving the people what they want has no business being surprised to learn what they inevitably want next: More. |
| 一个靠满足民众需要而发家致富的人，怎么会对民众下一步的需求感到惊讶呢？他们要的是更多。 |
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