There were many notable moments in my Sustain What discussion of Russian and American political propaganda, so I encourage you to watch the whole show. But here are a couple of highlights:
Andrew Ryvkin, who created propaganda for the Kremlin for many years and now writes about information wars (now living in the United States), described a talk show he produced more than a decade ago, called “Honest Monday” (seriously), which would explore an issue each week (chosen by Kremlin officials) through several vantage points.
It’s an illusion of a debate. People, the guests, this really is their opinion, what they’re saying. They’re not lying. Some are left, some are right, some are centrist. But the point is to align what they’re saying into a structure that would lead the viewer to realize,to realize, well, the more centrist, Kremlin, point of view is actually best.
I immediately noted how that structure was echoed by Fox News’s Hannity and Colmes, back in the “fair and balanced” days at the Murdoch-owned network.
Renee Hobbs, who teaches propaganda literacy at the University of Rhode Island, stressed how visual information like the flood of White House-generated memes in the past year bypasses critical thinking and spurs strong emotions.
I urged viewers, and urge you, to read the Fox News op-ed posted last summer by Billy McLaughlin, who ran White House social media from inauguration through August before heading to the private sector.
Here’s an excerpt:
We did not build a cautious, government-style account. We built a fast, culturally fluent content machine designed to cut through the noise and win online. And it worked.
In just six months, the administration’s platforms added over 16 million new followers, with the fastest growth among Americans aged 18–34. We generated billions of video views and gained more than half a million new YouTube subscribers – nearly triple the previous administration’s total growth over four years.
But it was never just about numbers. Our success came from echoing the humor, passion and identity of a movement that was already alive. We did not invent the culture. We gave it a megaphone.
This was not entertainment for entertainment’s sake. Our meme-heavy, content-first strategy was aligned with the president’s priorities. Digital was not a sideshow. It was a frontline tool for shaping narratives, building momentum, and applying pressure.
One of the big takeaways was to try hard to avoid taking the “rage bait” he and others are creating for you. A fresh example emerged even as I was running the show, as a Trump line about cold weather and global warming prompted heaps of replies from climate-focused liberals, many of whom overstated the science on their end. That is NOT productive, I warned:
The curtain raiser post has lots of relevant links and a related Sustain What chat with Hobbs:
Thank you Andrei Codrescu, Michael Ludgate, Jeremy Zilar, Marshall Mermell, Tim Buxton, and many others for tuning into my live video! Join me for my next live video in the app.
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