No doubt all the activity on Facebook and the apparent use of Facebook’s data had some impact, somewhere, on Trump’s surprise victory. But the media format that really made him president, the one whose weaknesses and perversities and polarizing tendencies he brilliantly exploited, wasn’t Zuckerberg’s unreal kingdom; it wasn’t even the Twitter platform where Trump struts and frets and rages daily. It was that old pre-internet standby, broadcast and cable television, and especially TV news.
Start with the fake news that laid the foundation for Trump’s presidential campaign — not the sort that circulates under clickbait headlines in your Facebook feed, but the sort broadcast in prime time by NBC, under the label of reality TV. Yes, as media sophisticates we’re all supposed to know that “reality” means “fake,” but in the beginning nobody marketed “The Apprentice” that way; across most of its run you saw a much-bankrupted real estate tycoon portrayed, week after week and season after season, as a titan of industry, the for-serious greatest businessman in the world.
Where did so many people originally get the idea that Trump was the right guy to fix our manifestly broken government? Not from Russian bots or targeted social media ad buys, but from a prime-time show that sold itself as real, and sold him as a business genius. Forget unhappy blue collar heartlanders; forget white nationalists and birthers: The core Trump demographic might just have been Republicans who watched “The Apprentice,” who bought the fake news that his television program and its network sponsors gladly sold them. [Continue reading…]
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