In a recent paper, I analyzed and compared the rhetorical approaches taken by Fox News and NPR in their respective articles addressing the Fetal Heartbeat Act. While I found the NPR article to be more objective, the Fox News article stood out as rhetorically superior due to its use of a wide range of rhetorical devices. Out of curiosity, I examined their news apps to see if my findings would be similar.
The Fox News app is designed in bold, patriotic colors. Its headlines are hyperbolic and attention grabbing, using clever word selections to draw in a conservative audience. “Biden’s defense secretary says Putin is feeding his own troops into a ‘wood chipper’” is obviously an inaccurate and misleading headline. The article clarifies, “Russian President Vladimir Putin’s campaign in Ukraine is ‘stalled,’ U.S. Secretary of Defense Lloyd Austin said Sunday, categorizing Moscow’s strategy as feeding their own troops into ‘a wood chipper.’” The headline misrepresented Austin’s words but was an effective attention getter.
The NPR app is designed much like their website. Their page is simple, neutral in color, and free from distractions. The headline that they led with today simply states a fact: “Ketanji Brown Jackson’s historic Supreme Court confirmation hearings begin.” The only persuasive word used in this sentence is “historic,” in reference to the fact that, if confirmed, Jackson will be the first Black woman in history to sit on the Supreme Court. This word choice hints at the author’s positive feelings about Jackson as a Supreme Court pick, and therefore possibly also the author’s political leanings.
A quick skim through the articles on each app highlights a contrast in approach. Fox frequently presents stories to its conservative readers that portray the opposing party in a negative light. NPR frequently delivers stories on issues that matter to liberals, leaving the opposing party out of the picture. Both outlets appeal to their respective audiences with differing strategies.
Glaringly absent in both apps is the advertising that was present on the news outlets’ web pages. Fox News uses advertising extensively and creatively on its website to appeal to the conservative audience. NPR uses it very sparingly. The apps seem like a far better choice for the consumer that wants to “cut the fat” from their reading experience and get straight to the stories.
Overall, Fox News still stands out as masters of rhetoric. They appeal to their audience’s values through patriotism, hyperbole, and a clear partisan angle. Whether you lean left, right, or center, you have to respect their bold, direct approach.
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