Reflecting on MSNBC’s Legacy as It Transitions to MS NOW

Reflecting on MSNBC’s Legacy as It Transitions to MS NOW

In a world where eulogies are given for significant departures, MSNBC’s rebranding as MS NOW calls for a different kind of reflection. This change, costing $20 million, marks a pivotal moment for the network as it attempts to distance itself from its controversial past. Despite the new name set to launch on November 15, the essence of what the network represents remains unchanged. Anchor Rachel Maddow asserts the continuity of their mission, declaring that while the name may alter, their commitment stays the same.

This rebranding effort comes complete with a commercial introduction by Maddow that aims to wrap the network in a veneer of patriotism. In the advertisement, she delivers the Preamble to the Constitution accompanied by visuals of protests and the new MS NOW team. The network’s leadership, represented by Rebecca Kutler, paints a hopeful picture, insisting that their advertisements evoke feelings of unity and community in America’s current landscape.

MSNBC: A Network at 30

As MSNBC approaches its 30th anniversary, it stands at a somewhat confusing juncture, embracing a midlife crisis while wrestling with a history steeped in partisan disdain. The network has often been characterized by contempt for conservative viewpoints, marked by sensational rhetoric and polarizing figures. With the likes of Keith Olbermann and Joy Reid, MSNBC has created a legacy filled with sharp criticisms and indeed, ridiculous moments.

Here, we look back at five unforgettable instances that encapsulate the essence of MSNBC’s brand over nearly three decades, illustrating its unique approach to news and commentary.

Moment One: The Thrill of Obama

One of the most iconic moments in MSNBC history came from Chris Matthews, who famously expressed his admiration for Barack Obama. While covering one of Obama’s speeches, Matthews proclaimed, “I felt this thrill going up my leg.” This comment quickly became emblematic of the intense media adoration for the first Black president. Visuals depicting Obama in a nearly angelic light proliferated alongside Matthews’ enthusiastic declaration, which resonated through the media landscape for years.

Moment Two: Keith Olbermann’s Infamy

Keith Olbermann’s