Moore uses the media in a serious yet comedic way, whereas Coulter uses it to personally bash people she feels are inferior to her. Not a very good way to make friends (for Moore either...he has his fair share of opponents). Maybe this is where I am biased again, since I'm an RTF-er and I'm more inclined to defend a movie than I am a book.
Still, I don't agree with some of the methods Moore uses. I'm sure he has some twisted facts in his films (and books)...and that Patriot Act thing in Fahrenheit 9/11 was really obnoxious. Otherwise I feel that my "Very Liberal" political views on Facebook prevent me from sinking my teeth into Moore's chubby flesh. I'm a vegetarian, after all.
People like Michael Moore because he appeals to the masses for support. Ann Coulter prefers to bash dead soldiers' parents, whereas Moore honors them (though some would say he uses them instead). Moore also plays off everyone's subconscious biases - I mean, come on, who doesn't associate Bush with honky-tonk bluegrass and cowboy hats? He's humorous, although at some people's expense, but it helps him spread his protest.
And do people actually like Ann Coulter? I really don't translate book sales into a personal following. Sure, there was that obnoxious kid at my church back home who read Godless more times than he read the Bible, but he doesn't count. I'm actually pretty sure that Coulter's books sell so well because liberals want justification for their hatred of the right. I guess this accounts for some of the sales of Moore's movies and books as well, although conservatives buy them to reaffirm their stances.
My theory - there is always a need for the extreme liberal and the extreme conservative. Their true followings are small, their opposition larger. Conservatives are just a bit more caustic than liberals.
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