Foxocracy is a look inside the propaganda machine of FOX News from someone who worked there for fourteen years. Tobin Smith explains how Roger Ailes combined the propaganda techniques of Goebbels  and the cult psychology of televangelism with the latest neuroscience research on dopamine and serotonin addiction to weaponize tribalism (which he calls tribal identity porn) on behalf of the Republican party. He also covers who social media expands the reach of outrage addiction far beyond the FOX viewership, reaching over a hundred million  people everyday through a network of radio, tv, and social media. This he calls the Foxocracy.

Smith reveals how the so-called liberal and conservative debate, the “ball game” is scripted to ensure the conservative always wipes the floor with the liberal, giving viewers the serotonin flush of victory. He quotes conversations of advice from producers that advise him to think like a cult leader and treat his audience as cult members. And in essence, that is what FOX is.

Although Foxocracy makes it abundantly clear that FOX producers and on-air talent have only contempt for their viewership, that isn’t really a surprise. The propaganda techniques are recognizable, though it is a revelation that they are so blatant in their insider converations, not even pretending that this is about journaliism. But reading Foxocracyis sort of like watching FOX News, all exclamatory outrage. It is exhausting and dispiriting even if it is informative.

Smith writes in bold type and exclamation points like a FOX host. He also repeats his ideas, another technique from his education at FOX. I think just as FOX News repels me, even reading something I agree with repels me when written with that tone of outrage. I agree it is urgent we understand what is happening, but I don’t want to feel manipulated into urgency.

Smith reveals that he outright said things he knew were false. For example, criticizing how cost of living is figured, even though in his professional work, he takes the opposite view. He is pretty glib about excusing this. Why did he do it? He was paid $5000 a week. Is that really the price of honor?

The book is best when Smith shows his understanding of and empathy for the people who become addicted to FOX. He writes of the collective trauma of having creating a working poverty class and the toxicity of economic trauma and anxiety. Of course, the more trauma, the more easily FOX can offer them the relief of blaming someone “other.”

Smith offers some idea for ways to fight back, but I doubt there will be mandatory disclaimers on identity porn any time soon. I hope his other ideas will work. He is right. We have to speak up and fight back and not tomorrow, today.

I received a copy of Foxocracy from the publisher through NetGalley