At the beginning of 1981, Dan Rather was notified by a number of media outlets as he prepared to join the CBS Evening News as news anchor in March this year. The venerable newscast was cited by Walter Cronkite over the last 19 years, with Cronkite usually signing every show by telling viewers, "And so it is."
In an interview with journalists, Rather gave no indication as to whether or when he might adopt his own signature final statement, a tradition shared by, among others, Cronkite, Edward R. Murrow ("Good night and good luck") and Charles Osgood ("See you on the radio"), for example. However, in an October 1981 interview, Rather mentioned that one of his favorite words was courage .
[[Ernest] Hemingway believed that courage has mercy under pressure, "said Rather ." When it comes to courage, I have not been put to the test. "
Only five years later, Rather was imprisoned At the center of a situation that may not necessarily require courage, his determination to face the public was ridiculed, starting with a summer news program with a striking broadcast, some self-help, some personal message, and a bit confusing
"And this is the CBS Evening News for this summer end of the working day," he said. "Dan is more likely to report from New York."
Pretty paused and then added: "Courage, good night."
That a harmless, two-syllable word like courage could cause such a commotion is partly due to the landscape of the news media of the eighties Americans got their information mainly from the three big networks: CBS, NBC and ABC. Fox, released in 1
Unlike his colleagues – Tom Brokaw at NBC and Peter Jennings at ABC – Rather was considered a strict television presence. The "stare," as a TV critic put it, resisted viewers' questions about the accuracy of each report. The management was more inclined to lighten his tone, first by getting him to wear V-neck pullovers, and then by injecting misplaced jokes into his reports. ("Ready, ready, Gorbachev!") Before the segment of the former Soviet Union, it was explained before a segment.
However, the emphasis on stories about people's concerns and audience loyalty kept the CBS Evening News in the forefront of ratings in the early years of Rather's tenure. The program ended for 200 weeks as the first of the three news broadcasts.
Then she fell back in the summer of 1986. There was no specific reason in the curious news world. Brokaw, whose program took the lead, was popular; However, he was quite restive at suggestions to adopt a lighter tone and was hard for returning to tougher news.
When he returned from an August vacation on time for Labor Day on September 1, 1986, he had decided to take a new approach to completing the broadcast. "Courage" was added before Rather told the audience a good night. For some it was strange. For media observers, this was a sharp departure from the objectivity journalists expected. Did the audience prefer to build a backbone? Was he upset about the state of affairs? Others used it as food for comic strips in editorials.
Attempts to analyze his use of the word were not supported by Rather himself, who asked people not to read the book. "Do not over-analyze it," he said. "There is no deep, hidden meaning." It was just a salutation he had used for years with friends and was also one of his father's favorite words. He used it rather to deregister some of his radio broadcasts in the 70s.
"If it feels right to me and I think the audience will feel comfortable with it," he said.
CBS officers tried to pronounce it. "I'm the only one who likes it," said the internal answer. Howard Stringer, a CBS Evening News producer, who had just been named President of the CBS News Division, said it was Rather's "right" to shut down the program as he wished, but did not stop the habit. 19659002] Rather on Tuesday of this week and again on Wednesday, but with a twist: According to a report by Bill Moyers on the Texas-Mexico border, Rather said coraje the Spanish word for . Courage . When this was scorned, he described it as a "badly advised lark".
Ultimately, Rather's experiment to switch off was short-lived. It ended this Friday, and the anchor wished its audience "courage" again. The following Monday it was back to normal, and it was reported that the executives could finally convince the sender to give up his final statement. September ended with the CBS Evening News which again tracked the NBC Nightly News for half a point.
Rather, he had the last word when he finished his term as the CBS Evening News dropped anchor in March 2005. For his final broadcast, he looked into the camera and made a final statement. "And courage for each of you," he said.