Are Bill O'Reilly, Glenn Beck, and Other Conservative Political Pundits Trolls?

I recently watched this video which reminded me of a question I have pondered for quite a while: do silly political pundits like Bill O'Reilly actually believe some of the stupid shit they say or are they playing a character? In other words, are they trolling to get ratings? For those unaware, 'troll' is an internet-age term referring to people who make ridiculous and/or offensive comments on forums, etc. for the sole purpose of inciting frustration from others. In my opinion, most O'Reilly-esque political commentators are trolls. It's difficult for me to believe anyone with a college degree in a specific field could have irrational and misconstrued ideas about principles within that field, unless they were trying to be funny or ironic. Perhaps O'Reilly, Beck, Limbaugh, etc. have no cognitive dissonance and are playing caricatures of far-right dunces. Many people believe this about Ann Coulter. Authentic or not, the inescapable and unfortunate truth is a legion of dullards adore their vacuous personas. Whether they're trolls or not is almost inconsequential since they're accountable for encouraging idiocy either way. For that I don't know whether to applaud them or move to Canada. The bottom line is America wouldn't be as interesting without people like Bill O'Reilly. So I guess I should applaud him.