In a recent conversation, my youngest son made an observation that went to the very heart of America’s current political dysfunction: it’s the media–but not in the way that accusation usually assumes. Whatever the considerable deficits of “mainstream” coverage–and there were plenty of them–focusing on the New York Times and Washington Post and their ilk ignores the fact that the vast majority of Trump voters never read them.
As my son pointed out, what almost all of the finger-pointing and attacks on “messaging” miss is that Harris’s messaging was fine (indeed, it was arguably better than Democratic messaging in prior election cycles). That messaging would have made a huge difference–had it reached a majority of voters.
It didn’t.
We live in a time when mainstream media reaches far fewer people than the right wing media ecosystem that has developed in our digital age. That ecosystem goes far beyond Fox and Sinclair–it includes sites like AONN, social media like X/twitter, and all of the rightwing troll farms, bloggers, and podcasters. Their effectiveness rests on a dimly-understood reality: not only do these sources collectively reach more people, unlike mainstream outlets they are all on the same page--they reinforce and repeat the same propaganda, ignore the same “inconvenient” facts, and do so over sustained periods of time. Not only do they distort reality and manufacture issues (immigrants are eating dogs and cats), they encourage their audiences to blame groups against whom they’re already prejudiced.
The center/left has absolutely nothing like this, and would be philosophically allergic to establishing a similar propaganda arm.
There is evidence that Harris’s message would have been persuasive had it been able to penetrate that rightwing echo chamber. When the candidates’ names were removed, and only their policy proposals were polled, Harris’s plans and statements were vastly more popular than Trump’s. But Harris’ messaging never reached a majority of Trump voters.
It is certainly the case that significant numbers of voters simply refused to hear her, thanks to the rampant sexism and racism that characterized much of the voting public, but we cannot dismiss the importance of the fact that a majority of the American voting public never sees mainstream coverage. (People struggling to put food on the table don’t subscribe to the New York Times.) The deciding plurality of voters who delivered the election to Trump received only the Trump cult’s messaging.
If that observation is true–and there’s ample research to confirm its accuracy–Democrats need to stop their carping about what the campaign did or didn’t do right, and address the (pun intended) elephant in the room. How can fact-based information be delivered to people who have opted to get all of their information from a massive, co-ordinated right-wing propaganda ecosystem?
I tend to agree with my son, who argues that the actual messaging mistake wasn’t content or tone. It was dissemination.
Democrats have made a very consequential error in refusing to engage with the propaganda on the propagandists’ turf. Only Pete Buttigeig and Gavin Newsom have been willing to take Democratic perspectives onto that turf–to bring contending facts and messages to the millions of people who get their “facts” from media sources voicing the preferred messages of what Hillary Clinton once–quite accurately– called “the vast right-wing conspiracy.”
Autocrats everywhere understand the power of media, and move to control it. In the United States, a shadowy network of rightwing think tanks, theocratic organizations and plutocrats have been working for decades to roll back the “woke” politics of inclusion and civic equality–to return us to a social order dominated by straight White Christian males. Participants in that network understood that control of information was key to the success of that effort, and the right-wing media ecosystem is the result.
I often remind readers that support for the Constitution and the Rule of Law requires an informed public. When a significant portion of the public is misinformed, when they are fed uncontested propaganda that feeds and plays to their already-potent fears and prejudices, we get outcomes like the one we got on November 5th.
How to penetrate that ecosystem is a conundrum. Making it even more challenging is the vocabulary of the Right. I’ll discuss that further obstacle to political sanity tomorrow.
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