Quote:

---

[Walter] Lippmann was a progressive Harvard-educated technocrat who believed in engineering society from the top down, and who understood the role of elites in engineering social change to be both positive and inevitable. It was Lippman, not Noam Chomsky, who coined the phrase “manufacturing consent,” and in doing so created the framework in which the American governing class would understand both its larger social role and the particular tools at its disposal. “We are told about the world before we see it,” Lippmann wrote. “We imagine most things before we experience them. And those preconceptions, unless education has made us acutely aware, govern deeply the whole process of perception.” Or as he put it even more succinctly: “The way in which the world is imagined determines at any particular what men will do.”

The collapse of the 20th-century media pyramid on which Lippmann’s assumptions rested, and its rapid replacement by monopoly social media platforms, made it possible for the Obama White House to sell policy—and reconfigure social attitudes and prejudices—in new ways. In fact, as Obama’s chief speechwriter and national security aide Ben Rhodes, a fiction writer by vocation, argued to me more than once in our conversations, the collapse of the world of print [and radio and television] left Obama with little choice but to forge a new reality online.

When I wrote about Rhodes’ ambitious program to sell the Iran deal, I advanced the term “echo chambers” to describe the process by which the White House and its wider penumbra of think tanks and NGOs generated an entirely new class of experts who credentialed each other on social media in order to advance assertions that would formerly have been seen as marginal or not credible, thereby overwhelming the efforts of traditional subject-area gatekeepers and reporters to keep government spokespeople honest. In constructing these echo chambers, the White House created feedback loops that could be gamed out in advance by clever White House aides, thereby influencing and controlling the perceptions of reporters, editors and congressional staffers, and the elusive currents of “public opinion” they attempted to follow.

If you saw how the game worked from the inside, you understood that the new common wisdom was not a true “reflection” of what anyone in particular necessarily believed, but rather the deliberate creation of a small class of operatives who used new technologies to create and control larger narratives that they messaged to target audiences on digital platforms, and which often presented themselves to their targets as their own naturally occurring thoughts and feelings, which they would then share with people like themselves.

To my mind, the point of the story I was reporting, in addition to being an interesting exploration of how the tools of fiction writing could be applied to political messaging on social media as an element of statecraft, was twofold.

* * *
First, it usefully warned of the potential distance between an underlying reality and an invented reality that could be successfully messaged and managed from the White House, which suggested a new potential for a large-scale disaster like the war in Iraq, which I—like Rhodes and Obama—had opposed from its beginning.

Second, I wanted to show how the new messaging machinery actually operated—my theory being that it was probably a bad idea to allow young White House aides with MFA degrees to create “public opinion” from their iPhones and laptops, and to then present the results of that process as something akin to the outcome of the familiar 20th-century processes of reporting and analysis that had been entrusted to the so-called “fourth estate,” a set of institutions that was in the process of becoming captive to political verticals, which were in turn largely controlled by corporate interests like large pharmaceutical companies and weapons-makers. Hillary Clinton would soon inherit the machinery that Obama and his aides had built along with the keys to the White House. What would she do with it?

What I did not imagine at the time was that Obama’s successor in the White House would not be Hillary Clinton but Donald Trump. Nor did I foresee that Trump would himself become the target of a messaging campaign that would make full use of the machine that Obama had built, along with elements of the American security state. Being physically inside the White House, it turned out, was a mere detail of power; even more substantial power lay in controlling the digital switchboard that Obama had built, and which it turned out he still controlled.

During the Trump years, Obama used the tools of the digital age to craft an entirely new type of power center for himself, one that revolved around his unique position as the titular, though pointedly never-named, head of a Democratic Party that he succeeded in refashioning in his own image—and which, after Hillary’s loss, had officially supplanted the “centrist” Clinton neoliberal machine of the 1990s. The Obama Democratic Party (ODP) was a kind of balancing mechanism between the power and money of the Silicon Valley oligarchs and their New York bankers; the interests of bureaucratic and professional elites who shuttled between the banks and tech companies and the work of bureaucratic oversight; the ODP’s own sectarian constituencies, which were divided into racial and ethnic categories like “POC,” “MENA,” and “Latinx,” whose bizarre bureaucratic nomenclature signaled their inherent existence as top-down containers for the party’s new-age spoils system; and the world of billionaire-funded NGOs that provided foot-soldiers and enforcers for the party’s efforts at social transformation.

It was the entirety of this apparatus, not just the ability to fashion clever or impactful tweets, that constituted the party’s new form of power. But control over digital platforms, and what appeared on those platforms, was a key element in signaling and exercising that power. The Hunter Biden laptop story, in which party operatives shanghaied 51 former high U.S. government intelligence and security officials to sign a letter that all but declared the laptop to be a fake, and part of a Russian disinformation plot—when most of those officials had very strong reasons to know or believe that the laptop and its contents were real—showed how the system worked. That letter was then used as the basis for restricting and banning factual reports about the laptop and its contents from digital platforms, with the implication that allowing readers to access those reports might be the basis for a future accusation of a crime. None of this censorship was official, of course: Trump was in the White House, not Obama or Biden. What that demonstrated was that the real power, including the power to control functions of the state, lay elsewhere.

Even more unusual, and alarming, was what followed Trump’s defeat in 2020. With the Democrats back in power, the new messaging apparatus could now formally include not just social and institutional pressure but the enforcement arms of the federal bureaucracy, from the Justice Department to the FBI to the SEC. As the machine ramped up, censoring dissenting opinions on everything from COVID, to DEI programs, to police conduct, to the prevalence and the effects of hormone therapies and surgeries on youth, large numbers of people began feeling pressured by an external force that they couldn’t always name; even greater numbers of people fell silent. In effect, large-scale changes in American mores and behavior were being legislated outside the familiar institutions and processes of representative democracy, through top-down social pressure machinery backed in many cases by the threat of law enforcement or federal action, in what soon became known as a “whole of society” effort.

At every turn over the next four years, it was like a fever was spreading, and no one was immune. Spouses, children, colleagues, and supervisors at work began reciting, with the force of true believers, slogans they had only learned last week, and that they were very often powerless to provide the slightest real-world evidence for. These sudden, sometimes overnight, appearances of beliefs, phrases, tics, looked a lot like the mass social contagions of the 1950s—one episode after another of rapid-onset political enlightenment replacing the appearance of dance crazes or Hula-Hoops.

Just as in those commercially fed crazes, there was nothing accidental, mystical or organic about these new thought-viruses. Catchphrases like “defund the police,” “structural racism,” “white privilege,” “children don’t belong in cages,” “assigned gender” or “stop the genocide in Gaza”

---

Quote:

---

could emerge and marinate in meme-generating pools like academy or activist organizations, and then jump the fence—or be fed—into niche groups and threads on Twitter or Reddit. If they gained traction in those spaces, they would be adopted by constituencies and players higher up in the Democratic Party hierarchy, who used their control of larger messaging verticals on social media platforms to advance or suppress stories around these topics and phrases, and who would then treat these formerly fringe positions as public markers for what all “decent people” must universally believe; those who objected or stood in the way were portrayed as troglodytes and bigots. From there, causes could be messaged into reality by state and federal bureaucrats, NGOs, and large corporations, who flew banners, put signs on their bathrooms, gave new days off from work, and brought in freshly minted consultants to provide “trainings” for workers — all without any kind of formal legislative process or vote or backing by any significant number of voters.

... the newly minted digital variant of “public opinion” was rooted in the algorithms that determine how fads spread on social media, in which mass multiplied by speed equals momentum—speed being the key variable. The result was a fast-moving mirror world that necessarily privileges the opinions and beliefs of the self-appointed vanguard who control the machinery, and could therefore generate the velocity required to change the appearance of “what people believe” overnight.

---