THE INTERNET IS ITS OWN ECONOMIC SYSTEM AND IDEOLOGY
History seems to move faster at certain times than others. Now is one of those times.
Karl Marx, thinking about industrialization, claimed that a newly emergent economic force/system was actually revolutionary in the sense that it reshaped all the territory and politics it touched. 100 years later, Marshall McLuhan claimed similar powers for the emergence of technology. The internet differs from prior economic revolutions in that it seeks to reshape the current geographic layout of man in order to completely replace it. It literally recreates itself by writing itself on the landscape-anyone who’s ever used Snapchat or even Pokemon Go could tell you as much. The internet, at this point being both a new technological and new political formation, presents a two-front war with all of us unfortunately trapped in the middle.
RADICALIZATION IS A FEATURE, NOT A BUG
A library science professor I had in college assigned an academic paper whose author and title I forget. It dealt with the “bridging” vs. “bonding” elements in how internet communities were shaped. A “bonding” community was one that tended to increase homogeneity and insularity-it brought together people with a specific set of interests/demographics and isolated them from the outside world over time. A “bridging” community brought people together across demographics/interests. Internet communities were found to be almost exclusively “bonding”, while groups organizing on the physical proximity of persons were shown to fall more evenly across a bridge/bond spectrum.
The alt-righter thinks by himself: “If I feel wronged about anything, no matter how stupid or illegitimate, I’m sure I can find people willing to indulge or enable me, and the more wronged and isolated I feel about the thing, the more time I’m willing to spend on the internet with these people enabling me. Because these people are now my real friends, they hold disproportionate social influence over me and my initial attraction to them doesn’t suggest strong independent thinking skills to begin with.”
The vernacular of internet discourse has centered around increasingly shocking content and progressive desensitization to extreme materials for nearly as long as the internet has existed. This is how the neo-Nazis and ISIS both recruit. This is how Gamergate happened. Etc. Etc. Etc.
The thing after neoliberalism is shaping up to be equal parts dialectics and The Producers-the far right parties have realized the worse they govern, the more terrorism they allow to happen, the more they’re rewarded under the current system.
THE SHIFT IN PROPAGANDA:
1)
It’s very important to remember there is always an external and an internal propaganda system. The external propaganda system legitimizes the group/regime to those outside. The internal propaganda system legitimizes and normalizes the group/regime to its members. These two systems often seem to work at cross-purposes and most propaganda doesn’t make its intended audience entirely obvious, especially to its intended audience. Why would it? Things always seem much more enticing when you’re not the person who’s supposed to be seeing them.
2)
Let’s use the Nazis and particularly Nazi cinema to illustrate this point.
Internal propaganda systems: The Nazis were the first modern political party to use street graffiti and a large part of how the rural population was sold on Hitler was through traveling screenings of short news reels. In many of these rural German communities, access to movies of any sort was rare. These newsreel films looked partly like ones that would be shown in US theaters at the time between cartoons and features. However, the repeated visual symbols were mostly morphed copies of ones in the classic USSR silent films. Further cases of internal propaganda include the numerous lesser known Nazi features. Films like Hans Westmar, a fictionalized version of a false story of Nazi “martyr” Horst Wessel, or Jud Suss, Der Rothschilds: Aktien Auf Waterloo, etc., were sold as entertaining historical melodramas. Hans Westmar in particular broadly resembles recent sentimentalized “martyr” films like American Sniper.
External propaganda: Hitler attempted to normalize and bring prestige to his movement/country abroad the same way many state governments do-by making fancy movies and sending them abroad to festivals. These include Triumph of the Will and Olympia. While both were screened in Germany, their intended audience was abroad. The continuing public perceptions that the Nazi government was meticulously well organized (they weren’t, many high up officials including Hitler were on meth for extended periods) or that Triumph of the Will was what sold the Germans on Hitler speak to the enduring power of this strategy.
3)
How does the internet change things?
Per Ernest Becker (by way of Otto Rank) : Man needs to be able to feel as though he is the hero of the narrative of his life.
Per Ray Kroc: Why wait 15 minutes when I can have it now?
Per Neil Postman: If you don’t think the medium of communications biases what can be communicated, try translating Kant’s “Critique of Pure Reason” into smoke signals.
Per Twitter: 140 characters or less.
Per Marshall McLuhan: The content of the new medium is always the medium it’s replacing.
Trump’s rise is inconceivable without the internet. Memes are graffitti/propaganda writ large and reduced to their simplest form. TV and cartoons were more effective than any propaganda medium prior because of their immediacy; looking at a comic strip or single panel lacking words, by the time you think “do I want to read this?” you’ve likely already read it. A meme is even more immediate-it lives or dies on the extent to which we can already predict what it’s going to say. At the same time, it creates a fake sense of community built around knowing who “Scumbag Steve” or “Bad Luck Brian” is. The sense of inclusion is created by removing all communal standards beyond the basic self-referential acknowledgement the “community” exists. It allows a sense of familiarity to push out critical judgement.
I got some shit for writing about Elliott Roger’s “manifesto” more than a year ago, but in retrospect, it seems to pretty accurately reflect what can be understood about the psychology of Trump voters-how many people in this country based their self-esteem and sense of specialness on how many Pokemon cards they had? How good they were at video games? The very fact that video games seemed to offer a clearly delineated meritocracy, however meaningless? How horrible was it when they saw on the internet there would always be someone with more Pokemon cards or a higher score; who made the commonplace banality of their struggles obvious; who pierced through any notion they were special? The internet of course also had little tribes and klans collecting these fresh malcontents; sometimes they were already assembled and simply soured when they felt angry enough on realizing however ironically they were not the special snowflakes they accused everyone else of idealizing themselves as; they were just waiting to be scooped up on bodybuilding forums and other pits of the internet.
And as with toxic narcissism in all its forms, the playground taunt “I know you are but what am I?” isn’t just the mature response but the necessary one. Much has been made of the fact that the districts most reliant on subsidized health care and welfare programs overwhelmingly voted for a man promising to eradicate these programs they depend on. Much of this discourse has unfortunately taken the closed discourse of self-satisfied liberalism-“What idiots!”-instead of investigation into the mechanics of self-loathing.
4)
How do the internal and external propaganda systems of the US work?
Internal Propaganda Systems: These consist largely of the tendency that people are reaching at when they refer to “the mainstream media”. All the major news sources, particularly those on television, work first to legitimize the current political system by overemphasis on chaos and terror, by reporting on everything from tornadoes to mass shootings to the “inherent scariness” of non-mainstream ideologies. Their first priority is to legitimize the current system in whatever form it takes, both forwards and backwards in history. This is why all the reporting when Reagan died, even from ostensibly liberal outlets like NPR, was focused on his “great statesmanship” blahblahblah, while never mentioning Iran-Contra or his exacerbation of the drug or AIDS crises. Their second priority is partisan. MSNBC is already broadcasting stuff about how “presidential” Trump looked on Tuesday night because he…took advantage of the widow of a Navy Seal he sent to die for literally no reason for a photo op. Without the prestige of the government, the banal careerism of the many reporters employed by these institutions collapses. A popular war helps the media as much as it helps the president. The internal propaganda system also places a heavy emphasis on popular media-everything from the boring politically empty celebration of civics in something like Parks and Recreation through to the superheroes-as-Blackwater Wagner-lite of the Avengers/Iron Man movies to the sleight of hand use of martyrdom to cover a broken ideology in films like American Sniper to the use of hundreds of drones during the Super Bowl to normalize their use all feed into this larger ecosystem.
External Propaganda Systems: These would involve a much larger article. Ross Snider has written about them pretty extensively on this website. Overthrowing elections, exported versions of the propaganda vehicles mentioned above, etc etc etc.
5)
How do we innoculate ourselves and rebuild media into something humane that serves society?
Well, that’s the $64,000 question, isn’t it….
Writers Without Money 
…good article Dan. “The internal propaganda system also places a heavy emphasis on popular media-everything from the boring politically empty celebration of civics in something like Parks and Recreation through to the superheroes-as-Blackwater Wagner-lite of the Avengers/Iron Man movies to the sleight of hand use of martyrdom to cover a broken ideology in films like American Sniper to the use of hundreds of drones during the Super Bowl to normalize their use all feed into this larger ecosystem.”
i consider too the internet to be a ‘natural evolution’ of men, not Man. Its simplistic but for me , when I look seperate at men/collectivization, i see a new species forming which is more than just a larger and larger number of men.
As individuals we use the internet singularly and respond to it one by one…but for ‘men’ , the internet , like politics, war , medicine becomes part of a complex statistical systemonly. it is both logical to mass numbers but irrational to a singular purpose,
just as every billiard ball seems to have its own reasons for going in a particular direction but the ‘landscape’ of its path is 1 % a flat surface and 99% the collective movement of its neighbours.
In a phrase “we think we are talking but in actuality we are only listening”
Put otherwise, “the medium is the message”
I like the way you use the internal/external division of propaganda in the context of the changes to communications brought about by social media.
I occasionally argue with Nazis on social media. One of things I’ve noticed is that they often speak in code while talking to outsiders. They have their own internal mythology. I remember a few weeks ago, there was this Nazi bashing immigrants. He had what I thought was a photo of John Lennon as his avatar and I remarked about how odd is was to have someone who believed in “imagining no countries” as your avatar while bashing immigrants. The avatar turned out, not be John Lennon but some Asian who looked like John Lennon. Since I hadn’t been aware of the meme (which was popular in Nazi circles) they all believed they had scored a big LULZ victory over the dumb liberal cuck. it was an almost textbook example of what you refer to by a “bonding” community in action.