“Consider this Axios tweet stating that “Biden’s presence on the list could turn it into an election year issue, though the document itself does not show any evidence of wrongdoing.” But Biden’s name on a document is only an election issue if the press treats it like one. And if the “document itself does not show any evidence of wrongdoing,” why the hell are we talking about it? Again, we’re talking about it because Trump talked about it and now it’s a legitimized “story.”
This is the latest example of zone-flooding, a phenomenon I described at length back in February. The strategy was best articulated (in America, at least) by Steve Bannon, the former head of Breitbart News and chief strategist for Donald Trump, who in 2018 reportedly said: “The Democrats don’t matter. The real opposition is the media. And the way to deal with them is to flood the zone with shit.”
This is a new form of propaganda tailored to the digital age and it works not by creating a consensus around any particular narrativebut by muddying the waters so that consensus isn’t possible. And it’s all the more difficult because even the most scrupulous, well-intentioned coverage can easily fall into the trap of flooding the zone.
My concern in February was that zone-flooding had created a media environment in which the facts of Trump’s impeachment trial would be utterly meaningless. No matter how the trial played out, no matter what was uncovered, no single version of the truth would be accepted. And that, sadly, is how it played out.”
“The media, then, is caught in a loop. Trump — or one of his supporters — says something we all know is absurd and false. The rest of the right-wing media and members of the GOP establishment add to the cacophony. And then we dignify the absurdity with coverage that treats it as worthy of rebuke. And in the process, we amplify the false narrative we’re debunking and flood the zone with more and more shit. That leaves people confused and exhausted, unable to discern fact from fiction and inclined to disengage altogether or, even worse, retreat further into partisan bubbles.
The press has always sought to conquer lies by exposing them. But that doesn’t work anymore. There is too much misinformation, too many claims to refute, too many competing narratives. And because the decision to cover something is almost always a decision to amplify it, the root problem is our very concept of “news” — what counts and what doesn’t.”
” Obamagate is another example of this systemic failure. Here we have — and I can’t say this enough — a complete non-scandal. There’s no “there” there. It’s pure misinformation. But we’re still talking about it. And I’m writing this piece about it. This is a massive problem. Even though I’m trying to point up a flaw in our system, I’m still somehow participating in the mess I’m hoping to clean up. This is the paradox we’re all up against.”