I would like to say that 2 out of 3 of those links talk about something he said a year ago and that he has, multiple times, retracted and said he was wrong about. Yet they mix it in to try and paint an untrue picture of what Beck is trying to do today. In light of that, I can't really take them too seriously. Media Matters seemed to be the only one worth reading, but even among all the quotes in that article (they did a good job of chronicling them, too), only one quote had anything about the civil rights movement.
As far as I can tell, those quotes from those three articles all quote the one (possibly two) time he said he was hoping to reclaim the civil rights movement. What it doesn't point out is that he has explained the purpose of this rally to be in the hope of restoring honor, integrity and values many more times than he has mentioned the civil rights movement. He believes that the civil rights movement that MLK led has been distorted and he just wants to restore the values behind MLK's speech[es]. His focus was to restore honor. Hence why it was called the Restoring Honor Rally.
I don't think you're so ignorant to what traditional values are. I would contend that you merely want to pick at someone else's values just because yours may not be the same. Which is, in truth, my very point of why we must restore traditional values. Nevertheless, I will respond.
Traditional values: patriotism, right to life, fidelity in marriage, religious freedom, and charity. I'm sure you could find a list of more, but those are the ones off the top of my head. I believe that traditional values and morals can be upheld and reinforced through religion. I will quote George Washington:
"Of all the dispositions and habits, which lead to political prosperity, Religion and morality are indispensable supports….And let us with caution indulge the supposition, that morality can be maintained without religion. – Whatever may be conceded to the influence of refined education on minds of peculiar structure—reason and experience both forbid us to expect, that national morality can prevail in exclusion of religious principle." --His Farewell Address, 1796 (Washington's Farewell Address