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The difference between Limbaugh and Rather should be that Rather is a news journalist and Limbaugh is a columnist.
The difference should be that a news journalist strives to present the news as objectively as possible. A columnist offers opinions.
Trouble occurs when these two different types of journalist start to slip into each other's realms (i.e. Limbaugh presents his information as something other than opinion or Rather infuses his news with his own bias).
The media today is not as cut and dry as it perhaps once was. Journalists can and do shift their roles and increasing straddle the fence on which side of the news/commentary continuum they are sitting. As a result it becomes increasingly important for the consumers of news and information to be aware of how things are being presented. Aware of the bias going in or at least have more than one source for their news and information so they can sift for something resembling the "truth".
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"My hands are on fire. Hands are on fire. Ain't got no more time for all you charlatans and liars."
- Old Man Luedecke
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