Paul Krugman's excellent op-ed uses Rick Perlstein's seminal the Long Con as a starting point to discuss the role of Snake Oil in the 21st Century Conservative Movement.
Why should marketing scams be linked to political extremism? It’s all about affinity fraud: once you establish a persona that appeals to angry, aging white guys, you can sell them stuff that will supposedly protect their virility, their waistline, and their wealth.
And at a grander level, isn’t that what Fox News is really about? Consider it not as an ideological organization per se but as a business: it offers cheap programming (because there isn’t much reporting) that appeals to the prejudices of angry old white guys who like to sit on the couch and rant at their TV, and uses its viewership to help advertisers selling weight-loss plans.
Now, normally we think of individuals’ views and interests as the forces driving politics, including the ugly polarization increasingly dominating the scene. The commercial exploitation of that polarization, if we mention it at all, is treated as a sort of surface phenomenon that feeds off the fundamental dynamic.
But are we sure that’s right? The Alex Joneses, Ben Shapiros, and Fox Newses of the world couldn’t profit from extremism unless there were some underlying predisposition of angry old white guys to listen to this stuff. But maybe the commercial exploitation of political anger is what has concentrated and weaponized that anger. In other words, going back to where I started this essay, maybe the reason we’re in a political nightmare is that our political behavior has, in effect, been parasitized by marketing algorithms.
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Anyway, I think it’s really important to realize the extent to which peddling political snake oil, whether it’s about the economy, race, the effects of immigration, or whatever, is to an important extent a way to peddle actual snake oil: magic pills that will let you lose weight without ever feeling hungry and restore your youthful manhood.
And if you haven't seen it before, you really need to check this one out.
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