Virtue Signaling Backfires—MSNBC’s $20 Million Gamble

MSNBC’s latest rebrand uses paid black actors to mask its overwhelmingly white anchor lineup, provoking outrage over blatant virtue signaling and the continued erosion of authentic representation in left-leaning media.

Story Snapshot

MSNBC rebrands as “MS NOW” amid plummeting ratings and criticism of its lack of diversity.
Network spent $20 million on a campaign featuring black actors to appear more diverse, not actual anchors.
Promotional ads use constitutional themes and patriotic imagery to appeal to left-leaning audiences.
Conservatives see the move as another example of woke hypocrisy and virtue signaling, not genuine change.

MSNBC’s Rebrand: Masking Diversity with Actors

On November 15, MSNBC will formally rebrand itself as “MS NOW,” separating from NBCUniversal in a move designed to refresh its image after years of declining ratings and mounting criticism. This $20 million campaign, orchestrated with the help of Manhattan’s Sibling Rivalry marketing agency, comes as MSNBC’s audience has dropped 34 percent compared to 2024. Unlike Fox News, which saw an 18 percent ratings increase, MSNBC struggles to retain viewers, especially as conservative Americans turn away from what they see as relentless woke agendas and performative activism.

Central to the rebrand is a series of promotional ads featuring prominent figures like Rachel Maddow reading the preamble to the Constitution and Maya Angelou reciting her poem “Human Family.” The campaign attempts to reclaim patriotism for its left-leaning, Trump-weary audience by highlighting constitutional rights and American unity. However, the ads have drawn sharp criticism for their use of paid black actors posing as ordinary citizens, interspersed with the mostly white on-air talent, rather than showcasing actual black anchors. The approach is seen as a ham-handed effort to present a facade of diversity without substantively addressing representation or equity within the network itself.

Paid Diversity: Actors, Not Anchors, Lead the Charge

Reports confirm that the ad spots feature several black actors, including Alex Mason, Shekaya Sky McCarthy, and Marcel Noel, depicting everyday Americans in emotionally charged settings. In one scene, a black woman in military uniform embraces her child, underscoring themes of sacrifice and patriotism. Notably, actual black anchors Michael Steele and Symone Sanders appear briefly—less than a second—while the rest of the ad focuses on paid performers. Critics argue this is a cynical way for MSNBC to “launder” its whiteness, especially after dropping Joy Reid, a black anchor, from its lineup earlier in the year. The move has been interpreted as prioritizing optics over real change, fueling frustration among viewers who see it as another instance of leftist hypocrisy.

The promotional materials also blend footage of civil rights protests and historical figures like Martin Luther King Jr., aiming to position MS NOW as a champion of social justice. Yet, conservative critics highlight the irony: instead of hiring and promoting diverse journalists, the network chose to pay actors to project an image of inclusivity, reinforcing the perception that the left’s commitment to diversity is often more performative than genuine.

Constitutional Imagery and Woke Virtue Signaling

The “Same Mission. New Name” campaign leans heavily on patriotic symbolism and constitutional references to reassure unsettled audiences longing for a less chaotic America. Rachel Maddow’s narration of the Constitution forms the backbone of the ad, paired with stirring music and images of protesters and suffragists. The new logo, resembling an abstract American flag, closes each spot. While the campaign’s messaging urges unity and shared values, many conservatives view it as another attempt to appropriate foundational American principles for partisan ends, further eroding trust in mainstream media and undermining the values of individual liberty and genuine representation.

The backlash from conservative circles is fierce: viewers see MSNBC’s tactics as emblematic of the broader woke agenda—prioritizing virtue signaling and identity politics over meaningful reform. The reliance on paid actors, rather than authentic voices, is perceived as an insult to both viewers and underrepresented communities, reinforcing the sense that media elites are out of touch with the realities facing everyday Americans.

Future of MS NOW: More of the Same?

As MS NOW rolls out its new identity, questions remain about the network’s commitment to diversity and honest reporting. The brief inclusion of black anchors and the emphasis on paid performers suggest that real change is unlikely. For conservative audiences, this episode serves as a stark reminder of the disconnect between mainstream media’s rhetoric and its actions. With the Trump administration now prioritizing traditional values, constitutional rights, and genuine representation, the MS NOW rebrand stands as a cautionary tale about the pitfalls of performative activism and the enduring need for media accountability.

Ultimately, the MS NOW campaign highlights the ongoing struggle over media credibility and the importance of defending core American values. Conservatives remain vigilant against efforts that undermine authenticity and erode trust, demanding substance over symbolism as the nation moves forward.