eugyppius invites us to contemplate the “awesome, terrifying power of the press”, and not for its useful role in keeping us proles informed about the goings-on of our governments and the doings of the great and the good, but its utterly cynical co-ordinated manipulation of “the narrative”:

“Newseum newspaper headlines” by m01229 is licensed under CC BY 2.0 .

Take a moment to contemplate the awesome and terrifying power of the press.

Since 2020, the United States have had a geriatric president who suffers from serious mental deficits. The media discounted this awkward state of affairs as a conspiracy theory or as Trumpist propaganda for years, substantially blunting the political impact of Biden’s dementia. Then, after the president’s terrible debate performance on 27 June, the press made Biden’s incapacity the centre of their coverage, finally welcoming this fact into official regime-sanctioned reality and bringing Biden’s candidacy into crisis. All of this happened within just hours. As I write this, Biden has no more than even odds of securing his party’s nomination, and the press are working overtime to rehabilitate Kamala Harris. Journalists who spent years quietly mocking the vice president for her abrasive personality and her bizarre speaking gaffes are now making the latter a cornerstone of her candidacy. Are you coconutpilled, dear reader?

The Biden Affair is nothing new. So overwhelming is the influence of the press over our politics, that many have described liberal democracies as media-steered regimes, wherein politicians adopt positions and enact policies calculated above all to secure favourable coverage from journalists.

As I mentioned the other day, a healthy media would provide a range of opinions wider than our current spectrum of centre-left/left/hard-left/totally woke. That they do not, despite that spectrum not covering the majority of beliefs among the general public, shows just how monolithic and partisan the surviving mainstream media outlets have become.

Imagine, for a moment, that you wanted to found your own periodical. Maybe you hope to run a weekly magazine or a daily newspaper, maybe you have ambitions of amassing an enormous audience of millions, or maybe you’re content to collect primarily regional readers. Whatever the details, you want to cover national politics in some way. The most rational approach – before you even rent office space or begin to hire staff – would be to study what existing publications are saying and what they’re reporting on, and plan to offer something different. Unless you provide content that your readers can’t get anywhere else, after all, you’ll have trouble convincing anyone to read you.

You’d think, therefore, that the media landscape would be a richly differentiated thing – especially when it comes to big, national stories. Variation like this is present everywhere else in the consumer economy. There are a near-infinite variety of headphones, energy drinks, shoes and coffee makers. Newspapers should be just as varied in their coverage, focus and analysis as all of these other things.

But of course, it is the opposite. Western media resembles much more the consumer landscape of the Soviet bloc. We find the same product on offer everywhere in all leading publications. As in the communist East, variety is confined to a kind of black market – that is to say an array of blogs, social media accounts and alternative (mostly online) publications that you’re not supposed to read and that the official discourse wholly ignores. This anomaly is easy enough to see if you spend multiple hours every day reading news stories. The average consumer of political reporting, however, has a much more casual and sporadic relationship to press discourse, and he’s apt to think that the convergence is entirely natural. The New York Times, the Süddeutsche Zeitung, and Le Monde report the very same things in the very same way at the very same time, often under extremely similar headlines, because they’re just reporting on the way the world is.

In hard authoritarian regimes, like National Socialist Germany, regime propaganda was an open, blunt instrument. Everybody who read the Völkischer Beobachter knew very well that the paper propagated the official Nazi Party line. The soft authoritarianism of the liberal West, in contrast, manages the information and opinions available to the public in a much more effective manner, namely by pretending not to. Millions of people open their newspapers every day in the belief that they contain accurate accounts of the goings-on in the world, and they form their beliefs and political preferences within this highly convincing illusion.

The distributed propaganda network maintained by our establishment press is very expensive. Especially the opportunity costs are very high. In a healthy, uncoordinated media environment, it would be impossible for somebody like me to make a living blogging about the insanity of German politics. I’d have very stiff competition from a multitude of professional, well-funded journalists who would be fighting at every moment to take my readers away from me by writing the kinds of things I do, only more effectively, more frequently and with fewer typographical errors. Of course I am a very small player in the broader ecosystem of alternative media; the audience for this content is hundreds of millions strong. It consists of all those people who have been written off by the establishment press, as the necessary price of exercising narrative control.

Among the forces that conspire to keep legacy media on-message is their aforementioned collaboration with the political establishment. This collaboration includes a tacit understanding that leading politicians and bureaucrats will only provide interviews and information to regime-adjacent journalists, granting them an effective monopoly on political news.