"An Invisible Radiation" – A Key Point of Propaganda Is To Exhaust Your Critical Thinking

The Billion-Dollar Disinformation Campaign to Reelect the President
How new technologies and techniques pioneered by dictators will shape the 2020 election
McKay Coppins, The Atlantic, March 2020

After the 2016 election, much was made of the threats posed to American democracy by foreign disinformation. Stories of Russian troll farms and Macedonian fake-news mills loomed in the national imagination. But while these shadowy outside forces preoccupied politicians and journalists, Trump and his domestic allies were beginning to adopt the same tactics of information warfare that have kept the world's demagogues and strongmen in power. ...

In conversations with political strategists and other experts, a dystopian picture of the general election comes into view—one shaped by coordinated bot attacks, Potemkin local-news sites, micro-targeted fearmongering, and anonymous mass texting. ... [I]n the hands of a president who lies constantly, who traffics in conspiracy theories, and who readily manipulates the levers of government for his own gain, their potential to wreak havoc is enormous.

The Trump campaign is planning to spend more than $1 billion, and it will be aided by a vast coalition of partisan media, outside political groups, and enterprising freelance operatives. These pro-Trump forces are poised to wage what could be the most extensive disinformation campaign in U.S. history. Whether or not it succeeds in reelecting the president, the wreckage it leaves behind could be irreparable. ...

As the digital director of Trump's 2016 campaign, [Brad] Parscale didn't become a household name like Steve Bannon and Kellyanne Conway. But he played a crucial role in delivering Trump to the Oval Office—and his efforts will shape this year's election.

In speeches and interviews, Parscale likes to tell his life story as a tidy rags-to-riches tale, embroidered with Trumpian embellishments. He grew up a simple "farm boy from Kansas" (read: son of an affluent lawyer from suburban Topeka) who managed to graduate from an "Ivy League" school (Trinity University, in San Antonio). ...

Over time, he built enough websites for plumbers and gun shops that bigger clients took notice—including the Trump Organization. In 2011, Parscale was invited to bid on designing a website for Trump International Realty. An ardent fan of The Apprentice, he offered to do the job for $10,000, a fraction of the actual cost. ... The contract was his, and a lucrative relationship was born. ...

Parscale slid comfortably into Trump's orbit. Not only was he cheap and unpretentious—with no hint of the savvier-than-thou smugness that characterized other political operatives—but he seemed to carry a chip on his shoulder that matched the candidate's. ...

Perhaps most important, he seemed to have no reservations about the kind of campaign Trump wanted to run. The race-baiting, the immigrant-bashing, the truth-bending—none of it seemed to bother Parscale. While some Republicans wrung their hands over Trump's inflammatory messages, Parscale came up with ideas to more effectively disseminate them. ...

Parscale was hailed for Trump's surprise victory. Stories appeared in the press calling him a "genius" and the campaign's "secret weapon," and in 2018 he was tapped to lead the entire reelection effort. The promotion was widely viewed as a sign that the president's 2020 strategy would hinge on the digital tactics that Parscale had mastered.

Through it all, the strategist has continued to show a preference for narrative over truth. Last May, Parscale regaled a crowd of donors and activists in Miami with the story of his ascent. When a ProPublica reporter confronted him about the many misleading details in his account, he shrugged off the fact-check. "When I give a speech, I tell it like a story," he said. "My story is my story." ...

[A Facebook campaign in the Philippines, falsely tying grisly local crime stories to drug cartels in order to boost the campaign of Rodrigo Duterte] was emblematic of an emerging propaganda playbook, one that uses new tools for the age-old ends of autocracy. The Kremlin has long been an innovator in this area. (A 2011 manual for Russian civil servants favorably compared their methods of disinformation to "an invisible radiation" that takes effect while "the population doesn't even feel it is being acted upon.") But with the technological advances of the past decade, and the global proliferation of smartphones, governments around the world have found success deploying Kremlin-honed techniques against their own people.

In the United States, we tend to view such tools of oppression as the faraway problems of more fragile democracies. But the people working to reelect Trump understand the power of these tactics. ... [T]hey're building a machine designed to exploit their own sprawling disinformation architecture.

Central to that effort is the campaign's use of micro-targeting—the process of slicing up the electorate into distinct niches and then appealing to them with precisely tailored digital messages. The advantages of this approach are obvious: An ad that calls for defunding Planned Parenthood might get a mixed response from a large national audience, but serve it directly via Facebook to 800 Roman Catholic women in Dubuque, Iowa, and its reception will be much more positive. ...

Parscale didn't invent this practice—Barack Obama's campaign famously used it in 2012, and Clinton's followed suit. But Trump's effort in 2016 was unprecedented, in both its scale and its brazenness. ...

Christopher Wylie, who was the director of research at Cambridge Analytica and later testified about the company to Congress, told me that "with the right kind of nudges," people who exhibited certain psychological characteristics could be pushed into ever more extreme beliefs and conspiratorial thinking. "Rather than using data to interfere with the process of radicalization, Steve Bannon was able to invert that," Wylie said. "We were essentially seeding an insurgency in the United States." ...

After the Cambridge Analytica scandal broke, Facebook was excoriated for its mishandling of user data and complicity in the viral spread of fake news. Mark Zuckerberg promised to do better ... But then, last fall, he handed a major victory to lying politicians: Candidates, he said, would be allowed to continue running false ads on Facebook. ...

The Republican National Committee and the Trump campaign have reportedly compiled an average of 3,000 data points on every voter in America. They have spent years experimenting with ways to tweak their messages ...

Beyond Facebook, the [Trump] campaign is also investing in a texting platform that could allow it to send anonymous messages directly to millions of voters' phones without their permission. ...

One afternoon last March, I was on the phone with a Republican operative close to the Trump family when he casually mentioned that a reporter at Business Insider was about to have a very bad day. The journalist, John Haltiwanger, had tweeted something that annoyed Donald Trump Jr., prompting the coterie of friends and allies surrounding the president's son to drum up a hit piece. The story they had coming, the operative suggested to me, would demolish the reporter's credibility. ...

[A] few hours later, the operative sent me a link to a Breitbart News article documenting Haltiwanger's "history of intense Trump hatred." The story was based on a series of Instagram posts—all of them from before Haltiwanger started working at Business Insider—in which he made fun of the president and expressed solidarity with liberal protesters.

The next morning, Don Jr. tweeted the story to his 3 million followers, denouncing Haltiwanger as a "raging lib." Other conservatives piled on, and the reporter was bombarded with abusive messages and calls for him to be fired. His employer issued a statement conceding that the Instagram posts were "not appropriate." Haltiwanger kept his job, but the experience, he told me later, "was bizarre and unsettling." ...

According to people with knowledge of the effort, pro-Trump operatives have scraped social-media accounts belonging to hundreds of political journalists and compiled years' worth of posts into a dossier. ... Once a story has been marked for attack, someone searches the dossier for material on the journalists involved [a problematic old joke; evidence of liberal political views] ... Descriptions of the dossier vary. One source I spoke with said ... the dossier had expanded to at least 2,000 people, including not just journalists but high-profile academics, politicians, celebrities, and other potential Trump foes. ...

In the past year, the operatives involved have gone after journalists at CNN, The Washington Post, and The New York Times. They exposed one reporter for using the word fag in college, and another for posting anti-Semitic and racist jokes a decade ago. These may not have been career-ending revelations, but people close to the project said they're planning to unleash much more opposition research as the campaign intensifies. "This is innovative shit," said Mike Cernovich, a right-wing activist with a history of trolling. ...

Instead of trying to reform the press, or critique its coverage, today's most influential conservatives want to destroy the mainstream media altogether. ...

It's a lesson drawn from demagogues around the world: When the press as an institution is weakened, fact-based journalism becomes just one more drop in the daily deluge of content—no more or less credible than partisan propaganda. ...

This attitude has permeated the president's base. At rallies, people wear T-shirts that read ROPE. TREE. JOURNALIST. SOME ASSEMBLY REQUIRED. A CBS News/YouGov poll has found that just 11 percent of strong Trump supporters trust the mainstream media—while 91 percent turn to the president for "accurate information." This dynamic makes it all but impossible for the press to hold the president accountable, something Trump himself seems to understand. "Remember," he told a crowd in 2018, "what you're seeing and what you're reading is not what's happening."

Bryan Lanza, who worked for the Trump campaign in 2016 and remains a White House surrogate, told me flatly that he sees no possibility of Americans establishing a common set of facts from which to conduct the big debates of this year's election. Nor is that his goal. "It's our job to sell our narrative louder than the media," Lanza said. "They're clearly advocating for a liberal-socialist position, and we're never going to be in concert. So the war continues."

Parscale has indicated that he plans to open up a new front in this war: local news. Last year, he said the campaign intends to train "swarms of surrogates" to undermine negative coverage from local TV stations and newspapers. Polls have long found that Americans across the political spectrum trust local news more than national media. If the campaign has its way, that trust will be eroded by November. "We can actually build up and fight with the local newspapers," Parscale told donors, according to a recording provided by The Palm Beach Post. "So we're not just fighting on Fox News, CNN, and MSNBC with the same 700,000 people watching every day."

Running parallel to this effort, some conservatives have been experimenting with a scheme to exploit the credibility of local journalism. Over the past few years, hundreds of websites with innocuous-sounding names like the Arizona Monitor and The Kalamazoo Times have begun popping up. At first glance, they look like regular publications, complete with community notices and coverage of schools. But look closer and you'll find that there are often no mastheads, few if any bylines, and no addresses for local offices. Many of them are organs of Republican lobbying groups; others belong to a mysterious company called Locality Labs, which is run by a conservative activist in Illinois. Readers are given no indication that these sites have political agendas—which is precisely what makes them valuable. ...

According to one study, bots accounted for roughly 20 percent of all the tweets posted about the 2016 election during one five-week period that year. And Twitter is already infested with bots that seem designed to boost Trump's reelection prospects. ...

As the president's reelection machine ramps up, Democratic strategists have found themselves debating an urgent question: Can they defeat the Trump coalition without adopting its tactics?

On one side of this argument is Dmitri Mehlhorn, a consultant notorious for his willingness to experiment with digital subterfuge. During Alabama's special election in 2017, Mehlhorn helped fund at least two "false flag" operations against the Republican Senate candidate, Roy Moore. For one scheme, faux Russian Twitter bots followed the candidate's account to make it look like the Kremlin was backing Moore. For another, a fake social-media campaign, dubbed "Dry Alabama," was designed to link Moore to fictional Baptist teetotalers trying to ban alcohol. ...

When The New York Times uncovered the second plot, one of the activists involved, Matt Osborne, contended that Democrats had no choice but to employ such unscrupulous techniques. "If you don't do it, you're fighting with one hand tied behind your back," Osborne said. "You have a moral imperative to do this—to do whatever it takes."

Others have argued that this is precisely the wrong moment for Democrats to start abandoning ideals of honesty and fairness. ... "I don't think the Democratic campaign is going to need to make stuff up about Trump," Judd Legum, the author of a progressive newsletter about digital politics, told me. "They can stick to things that are true." ...

There is perhaps no better place to witness what the culture of disinformation has already wrought in America than a Trump campaign rally. One night in November, I navigated through a parking-lot maze of folding tables covered in MAGA merch and entered the BancorpSouth Arena in Tupelo, Mississippi. ...

Once Trump took the stage, he let loose a familiar flurry of lies, half-lies, hyperbole, and nonsense. He spun his revisionist history of the Ukraine scandal—the one in which Joe Biden is the villain—and claimed, falsely, that the Georgia Democrat Stacey Abrams wanted to "give illegal aliens the right to vote." At one point, during a riff on abortion, Trump casually asserted that "the governor of Virginia executed a baby"—prompting a woman in the crowd to scream, "Murderer!"

This incendiary fabrication didn't seem to register with my companions in the press pen, who were busy writing stories and shooting B-roll. ...

After the rally, I loitered near one of the exits, chatting with people as they filed out of the arena. Among liberals, there is a comforting caricature of Trump supporters as gullible personality cultists who have been hypnotized into believing whatever their leader says. The appeal of this theory is the implication that the spell can be broken, that truth can still triumph over lies, that someday everything could go back to normal—if only these voters were exposed to the facts. But the people I spoke with in Tupelo seemed to treat matters of fact as beside the point.

One woman told me that, given the president's accomplishments, she didn't care if he "fabricates a little bit." A man responded to my questions about Trump's dishonest attacks on the press with a shrug and a suggestion that the media "ought to try telling the truth once in a while." Tony Willnow, a 34-year-old maintenance worker who had an American flag wrapped around his head, observed that Trump had won because he said things no other politician would say. When I asked him if it mattered whether those things were true, he thought for a moment before answering. "He tells you what you want to hear," Willnow said. "And I don't know if it's true or not—but it sounds good, so fuck it."

The political theorist Hannah Arendt once wrote that the most successful totalitarian leaders of the 20th century instilled in their followers "a mixture of gullibility and cynicism." When they were lied to, they chose to believe it. When a lie was debunked, they claimed they'd known all along—and would then "admire the leaders for their superior tactical cleverness." Over time, Arendt wrote, the onslaught of propaganda conditioned people to "believe everything and nothing, think that everything was possible and that nothing was true."