Hate Inc.

1. Hate Sells: Media's Shift from Unity to Division

As Trump rode to the White House, we rode to massive profits. The only losers were the American people, who were now more steeped in hate than ever.

From Unity to Division. The modern news media has transitioned from seeking broad audiences and promoting a semblance of unity to actively cultivating division for profit. This shift involves creating distinct audiences of party zealots who consume increasingly intense narratives about one another, fostering a state of devotional anger. This approach, while commercially successful, undermines the potential for informed citizenship and societal progress.

Symbiotic Relationship with Outrage. The media's adversarial stance, particularly towards figures like Donald Trump, has paradoxically fueled its financial success. By "calling out" divisive figures, news outlets attract and retain audiences eager for validation and reinforcement of their pre-existing beliefs. This creates a self-perpetuating cycle of outrage and profit, where the pursuit of truth and understanding takes a backseat to sensationalism and partisan pandering.

Erosion of Trust. Despite record profits, the news media faces historically low levels of public trust. This disconnect stems from the perception that news outlets prioritize profit and political agendas over objective reporting. The focus on sensationalism, partisan narratives, and the amplification of conflict erodes the media's credibility and further polarizes society.

2. The Ten Rules of Hate: Engineering Outrage

So long as the public is busy hating each other and not aiming its ire at the more complex financial and political processes going on off-camera, there’s very little danger of anything like a popular uprising.

Binary Thinking. The media simplifies complex issues into two opposing viewpoints, typically Republican and Democrat, stifling nuanced discussion and critical thinking. This binary framework reinforces partisan identities and discourages exploration of alternative perspectives.

Perpetual Conflict. The news media presents politics as a constant battle between opposing sides, emphasizing disagreement and animosity over common ground and compromise. This creates a climate of perpetual conflict, where viewers are encouraged to see those with differing opinions as enemies.

Personalization of Problems. The media focuses on individual personalities rather than systemic issues, diverting attention from the root causes of social problems. This approach allows for easy scapegoating and prevents meaningful engagement with complex challenges.

3. The Church of Averageness: Why Mediocrity Dominates Media

The people in this business who are clever or original in any way—even in negative ways—almost always meet their comeuppances. They find themselves replaced by duller, meaner, more muddle-headed versions of themselves.

The Rise of the Mediocre. The most influential figures in media tend to be those who espouse conventional wisdom and avoid intellectual risk-taking. This preference for mediocrity stems from a desire to avoid offending audiences and maintain a broad appeal.

Suppression of Originality. Individuals with unique perspectives or challenging ideas are often weeded out of the media landscape, replaced by those who conform to established norms. This creates a homogenized media environment that lacks intellectual diversity and critical inquiry.

The Comfort of the Familiar. Audiences are drawn to media figures who reinforce their existing beliefs and provide a sense of comfort and validation. This demand for predictability incentivizes media outlets to prioritize familiar faces and predictable narratives over originality and insight.

4. Campaign Trail Clowns: The Absurdity of Electability

It turns out we let our electoral process devolve into something so fake and dysfunctional that any half-bright con man with the stones to try it could walk right through the front door and tear it to shreds on the first go.

The Beauty Contest. The presidential campaign process has become a superficial beauty contest, where candidates are judged on their appearance, likability, and ability to conform to arbitrary standards. This emphasis on superficial qualities detracts from substantive policy discussions and informed decision-making.

The "Beer Test." The media's obsession with the "beer test," which prioritizes candidates who are relatable and "likeable," trivializes the qualifications and experience necessary for effective leadership. This focus on superficial charm undermines the seriousness of the electoral process.

Trump's Triumph. Donald Trump's success in the 2016 election exposed the absurdity of the media's "electability" criteria. By flouting conventional norms and embracing outrageous behavior, Trump demonstrated that voters were willing to reject the established order and embrace an anti-candidate.

5. Pollsters and Pundits: The Illusion of Choice

We were training rooters instead of readers. Since our own politicians are typically very disappointing, we particularly root for the other side to lose.

The Poll-Driven Narrative. Pollsters and pundits often shape the narrative of elections by emphasizing certain data points and downplaying others. This can create a self-fulfilling prophecy, where voters are influenced by the perceived electability of a candidate rather than their own preferences.

The "Electability" Myth. The concept of "electability" is often used to discourage voters from supporting candidates who are deemed too radical or outside the mainstream. This can stifle political innovation and limit the range of viable options.

Rooting for Losers. The media's focus on winners and losers transforms elections into a sporting event, where voters are encouraged to root for their team rather than engage in thoughtful deliberation. This approach fosters animosity and division, undermining the potential for constructive dialogue and compromise.

6. The Invisible Primary: Elites Decide, You Ratify

Grass-roots conservatives and liberals may resent it, but many analysts—including me—argue that the outcome of presidential nominations is shaped or even decided by party elites.

The Pre-Ordained Candidate. The "invisible primary" refers to the behind-the-scenes process where party elites, donors, and media figures coalesce around a preferred candidate before the official primary season begins. This pre-selection process can significantly influence the outcome of elections, limiting the choices available to voters.

The Power of Endorsements. Endorsements from influential figures and organizations can provide candidates with a significant advantage in terms of fundraising, media coverage, and voter support. This creates a feedback loop, where early endorsements lead to more endorsements, further solidifying the candidate's position.

The Illusion of Democracy. The "invisible primary" undermines the democratic ideal of elections as a process where voters freely choose their leaders. By shaping the field of candidates and influencing public perception, elites exert a disproportionate amount of control over the outcome.

7. Stolen Moves: How News Media Mimics Pro Wrestling

He was like Tony Clifton snuck into the Miss Universe pageant, doing a farts-only version of “Stairway to Heaven” as the musical portion. He pissed on “nuance” and spent his campaign flouting our phony “presidential” standard.

The WWE-ization of News. The modern news media has adopted many of the techniques of professional wrestling, including the creation of heroes and villains, the exaggeration of conflict, and the use of theatricality to engage audiences. This shift has transformed news into a form of entertainment, where spectacle and emotion often overshadow substance and accuracy.

Heels and Faces. Like pro wrestlers, politicians are often cast as either "heels" (villains) or "faces" (heroes), with the media playing a key role in shaping these personas. This simplistic framing encourages audiences to view politics as a morality play, where good triumphs over evil.

Breaking Kayfabe. The term "kayfabe," which refers to the pro wrestling tradition of maintaining the illusion of reality, has become increasingly relevant to the news media. Reporters who "break kayfabe" by questioning the dominant narrative or challenging established norms risk being ostracized or punished.

8. Addiction by Design: News as the New Nicotine

The news, basically, is bait to lure you into a pen where you can be sold sneakers or bath soaps or prostatitis cures or whatever else studies say people of your age, gender, race, class, and political persuasion tend to buy.

The Dopamine Loop. The news media, like social media platforms, exploits the brain's reward system by providing a constant stream of information that triggers dopamine release. This creates a cycle of addiction, where users crave the next hit of news, regardless of its actual value or impact.

Emotional Manipulation. News outlets intentionally manipulate emotions, particularly fear and outrage, to keep audiences engaged. By presenting a constant stream of threats and injustices, the media creates a sense of anxiety and dependence, making it difficult for viewers to disengage.

The Illusion of Action. The news media fosters the illusion that being informed is a form of action, encouraging viewers to consume more and more content without actually addressing the underlying problems. This can lead to a sense of paralysis and disempowerment, as individuals feel overwhelmed by the scale of the challenges they face.

9. Scare Tactics: Folk Devils and Moral Panics

We manufactured fake dissent, to prevent real dissent.

The Creation of "Folk Devils." The media often identifies and demonizes certain groups or individuals as "folk devils," scapegoats for societal problems. This process involves exaggerating the threat posed by these groups and portraying them as a danger to traditional values and social order.

The Deviancy Amplification Spiral. Moral panics can create a "deviancy amplification spiral," where increased attention and condemnation lead to further marginalization and deviance. This self-fulfilling prophecy reinforces negative stereotypes and perpetuates cycles of fear and prejudice.

The Benefits of Panic. Moral panics can benefit both media outlets and state authorities. Media companies profit from increased viewership and readership, while state agencies gain greater power and resources to address the perceived threat.

10. The Factual Loophole: Unnamed Sources and Unchecked Power

There are many ways of mistrusting something, but people who came away from Manufacturing Consent with the idea that the media peddles lies misread the book.

The "Four-Source Clover." A common journalistic practice involves relying on multiple unnamed sources to bolster questionable scoops, particularly in national security or law enforcement. This creates a "four-source clover," where the same information is cycled through multiple friendly heads, giving the illusion of independent confirmation.

The Erosion of Trust. The reliance on unnamed sources and the lack of independent verification erode public trust in the media. When news outlets are unable to provide concrete evidence to support their claims, they risk being seen as biased or unreliable.

The Power of Official Narratives. Government officials can manipulate the media by selectively leaking information and shaping the narrative to their advantage. This can lead to the dissemination of propaganda and the suppression of dissenting voices.

11. The Class Taboo: Media's Blind Spot

The same news that for decades hadn’t shown poverty on TV unless it was shirtless and being subdued by cops had discovered the ultimate cash cow in Trump, a billionaire who turned the presidential election into a pro wrestling–style ratings magnet.

The Homogenization of Voices. The media landscape has become increasingly dominated by individuals from privileged backgrounds, leading to a lack of diversity in perspectives and experiences. This homogeneity can result in a blind spot towards the concerns and struggles of working-class Americans.

The "Ivy League Monoculture." The rise of an "Ivy League monoculture" in the media has created a disconnect between reporters and the communities they cover. This can lead to a condescending or dismissive attitude towards those who hold different values or beliefs.

The Neglect of Economic Issues. The media often prioritizes cultural issues over economic concerns, neglecting the real-world challenges faced by working-class families. This can further alienate these voters and contribute to a sense of disenfranchisement.

12. Turn It Off: Reclaiming Your Mind from the Machine

Hatred is the partner of ignorance, and we in the media have become experts in selling both.

The Addictive Nature of News. The news media is designed to be addictive, exploiting psychological vulnerabilities to keep audiences engaged. This constant stream of information can lead to anxiety, distrust, and a distorted perception of reality.

The Illusion of Control. The news media creates the illusion that being informed is a form of control, encouraging viewers to consume more and more content without actually addressing the underlying problems. This can lead to a sense of paralysis and disempowerment.

Reclaiming Your Mind. The most effective way to combat the negative effects of the news media is to disengage and reclaim your mental autonomy. By limiting exposure to sensationalism and partisan narratives, individuals can cultivate a more balanced and nuanced understanding of the world.

Last updated: April 19, 2025