Click here for an interesting take on the appeal of Rush Limbaugh. It's a sort of Joseph Campbell-esque/Jungian take; ultimately, Rush is a trickster, a shit-disturber, not unlike Coyote in Native American myths. He appeals to the shadow side of human nature.
"Like Sarah Palin, his spiritual bride, he lurks in the shadow of the human psyche, expressing the dark anger, resentment, jealousy, and vindictiveness that society can never escape. And yet, the next time you tune into Limbaugh's censorious circus of insensitive scurrility, give him a kind thought. As far back as Mark Twain, the American character has been ornery. We secretly love rascals, bank robbers, tricksters, swindlers, hell raisers, and outlaws. And when we feel so inclined, we laugh at them. Rush Limbaugh may represent a toxic form of entertainment -- and the bile he spews bears no resemblance to true morality -- but the fact that America makes room for him is something to be proud of. I don't pray that he goes away. I pray that we can keep laughing, even if our grin is crooked, at the pranks of the eternal shadow who is our companion for life, whether we want him or not."