ABC announced Jimmy Kimmel will return to his late night show Tuesday following criticism over his comments about the killing of conservative activist Charlie Kirk.
The off-again, on-again saga has more plot twists to come. But one thing is certain as it unfolds: The host's removal and restoration "is a testament to the power of cultural consumption as a combatant to the sway of the political bully pulpit," according to the University of Michigan's Marcus Collins.
Collins, a clinical assistant marketing professor at U-M's Ross School of Business, offers his take:
"While legal experts and talking heads debated the validity and constitutionality of Federal Communications Commission Chairman Brendan Carr's decision to seemingly pressure media broadcasters to silence Kimmel, the populace took action. They voted with their wallets, canceling subscriptions and encouraging other like-minded people within their network to follow suit as a demonstrative expression of their shared beliefs.
"In a world where hot takes, social media views, and online clicks pass for modern protest, consumption will always win the day when we consider our contemporary conception of capitalism. Political affiliations and religious subscriptions might fuel our attempts at virtue signaling, but the loss of revenue continues to be the most influential driver to change corporate behavior. See the 1955 bus boycotts of Montgomery, Alabama, for a historical reference.
"While discourse and public dissent are useful means for cultural consensus, cultural consumption is what ultimately moves the needle."
