From the link:
Pundits have used their media stages to encourage political action before, but people like Mr. Beck and Mr. Hannity are taking on outsize roles now, political experts and conservative commentators say. One reason, they say, is the weakened state of the Republican Party.
The media figures’ roles may exacerbate the ideological feuds that are already roiling the party. For the diffuse tea party movement that taps into anti-government sentiments, “the media guys are the closest things we even have to a leader,” said Adam Brandon, the vice president for communications at FreedomWorks, a conservative advocacy group.
These efforts are reminiscent of the Contract With America pledge made by conservatives during the 1994 elections, though some Republicans who are uncomfortable with media personalities taking on new political roles note that that effort originated with lawmakers.