Tommy B and the Indians
I got to know Tom Barnard back in the late eighties/early nineties, in my days at the Twin Cities Reader. For those of you who remember, he was a straight-shooting voice of candor in a sea of make-nice “good neighbor” or contrived celebrity-pablum radio. Tom broke a lot of content barriers to become the most successful broadcaster in modern Twin Cities history.
Over the years he’s become embroiled in controversies for evoking a death wish for certain liberals (the great Paul Wellstone) and taking after minority groups, most recently American Indians. Right now, nothing fascinates me more than what drives a guy who has it all to risk his position. In that sense, Tom is still breaking barriers.
Tom’s ratings are so high, his lifestyle so secure, that he does not need anybody anymore, and has not submitted to a wide-ranging media interview in at least a decade. If I remember correctly, he’s a North Side kid from a tough background who worked for everything he’s earned.
The Barnard I knew, back when, was not the bombastic ideologue of today, but a complicated guy with his own insecurities and demons who tired of all the B.S. inherent in being a radio personality. He still, I suspect, fashions himself as a truth-teller, but he is an outsider only in that he does not travel in local media/celebrity circles. Many days, he does his radio show from a studio in his home.
I’ve been saddened over the years to see Tom make a name among non-listeners as a bigot and a bully, because that’s not the guy I knew. But Tom has evolved in a fairly typical way for a self-made, up-from-nothing guy, in that there’s little that seems to offend him more than people who don’t show the same gumption and work ethic or who get something for nothing.
Barnard’s is the worldview of the little man, which endears him to his broad middle-class audience. It’s genuine, but much of it does not go down well coming from a guy whose life is so privileged. There is truth even among the mangled facts and suppositions in his disdain for Indian casino monopolies, racial activists who seem more focused on press conferences than solving problems, people who won’t work, or raise their kids properly, or victimize others and want to live off the fruits of those of us who don’t.
But there’s also a painful lack of nuance to his worldview. Many of the Hmong immigrants his show once mocked have raised kids who are class valedictorians. And there are people whose lives are too sad to be made the butt of jokes from a guy earning millions of dollars a year.
Barnard is an enormously influential figure among his listeners (which is why politicians leech off him and cozy up to him). But I fear he is not merely making take-no-prisoners social commentary, but sowing a fundamentally divisive worldview among people without a very diverse set of information sources.
I don’t know if Tom Barnard fancies himself as an entertainer or philosopher these days. I haven’t had a serious conversation with him in a decade. But he’s a smart guy who clearly uses his show to serve an intellectual agenda as well as an entertainment one. In that sense, he’s stayed true to what he started. In that sense, I wish he’d bring something deeper to the table these days. Being best known as the guy who was always willing to bash the wretched is not the legacy he deserves, but it may be the one he earns.
















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