The media has always been the empire’s loyal accomplice, an eager propagandist dressed up as a watchdog. In 1992, the game was relatively straightforward: a handful of corporate conglomerates shaped the news, handed down the official line, and ensured dissenting voices were drowned out. Fast forward to today, and the tools of control have evolved into something far more insidious. Social media, once hailed as the great democratiser, has become the empire’s most effective instrument for surveillance, manipulation, and narrative control.
If the 20th century was about controlling what we read in the morning paper, the 21st century is about dictating every tweet, post, and viral video you see. The empire’s propaganda has adapted to a world where memes win wars, algorithms amplify outrage, and “engagement” trumps truth. As Singer and Brooking laid bare in Like War, the internet is not a public square—it’s a battlefield.
The Empire’s Megaphone: Corporate Media’s New Tricks
Corporate media hasn’t disappeared—it’s simply evolved to suit the times. Once the gatekeepers of news, outlets like CNN, Fox News, and The New York Times now compete with social media for attention, bending their content to fit the new rules of engagement.
Take the Iraq War as the archetype of media complicity. The empire fed the press a steady diet of lies about weapons of mass destruction, and the media dutifully regurgitated them without question. But today’s landscape is even worse. Now, the lies don’t just come from the Pentagon—they’re crowd-sourced, amplified by algorithms, and delivered straight to your feed as breaking news or shareable memes. The result? A media ecosystem that manufactures consent faster, slicker, and with even less accountability.
Social Media: The New Propaganda Machine
The rise of social media was supposed to empower individuals, allowing anyone to share their voice with the world. Instead, it’s empowered governments, corporations, and trolls to flood the zone with noise, ensuring that truth becomes just another casualty of the information war.
Platforms like Facebook, TikTok, and X (formerly Twitter) are driven by engagement metrics, not truth. Their algorithms prioritise content that triggers emotional responses—anger, fear, outrage—because that keeps users scrolling. This dynamic isn’t just exploited by influencers and clickbait farms; it’s a gift to propagandists. Governments and corporations now have a direct line to your brain, using algorithms to bury dissenting voices under an avalanche of state-friendly narratives.
When Israel bombed Gaza in 2023, Palestinian activists shared videos of the destruction in real-time, only to see their posts disappear and accounts suspended. Platforms like Instagram claimed “technical errors,” but the pattern was clear: voices critical of U.S. allies are throttled, while state propaganda flows freely.
In the 2016 U.S. election, Russian troll farms demonstrated just how easy it is to manipulate public opinion in the digital age. By flooding social media with fake news and divisive content, they exacerbated polarisation and sowed chaos. But let’s not pretend the U.S. is an innocent victim. Washington has been running its own disinformation campaigns for decades, from spreading lies about Saddam Hussein to amplifying anti-Maduro narratives in Venezuela.
The beauty of social media, from the empire’s perspective, is that it blurs the line between propaganda and organic content. Is that meme mocking China’s “authoritarianism” the work of an individual or a state-sponsored operation? Is that viral thread about Ukraine’s heroism grassroots support or a carefully orchestrated campaign? The distinction doesn’t matter—the impact is the same.
The Meme Wars: Propaganda for the TikTok Generation
Today’s propaganda doesn’t come in the form of dry press releases or somber newscasts—it comes as memes, hashtags, and viral videos. During the 2023 Russian invasion of Ukraine, the conflict played out as much on TikTok as it did on the battlefield. Videos of drone strikes were shared alongside dance challenges, turning war into spectacle.
Both sides weaponised social media to control the narrative. Ukraine’s government launched campaigns to frame its resistance as heroic and just, while Russia deployed bots to spread disinformation and confusion. The U.S., of course, couldn’t resist joining the fray, using the war to reinforce its role as the noble defender of democracy. The reality—an ongoing proxy war with devastating consequences for ordinary people—was lost in the noise.
Ignorance is Strength: Controlling the Narrative, Crushing Dissent
The empire’s greatest trick is convincing its citizens that they are free. Free to speak, free to think, free to choose their leaders. But freedom is meaningless without information, and the empire has perfected the art of controlling what people know.
Take the whistleblowers: Edward Snowden, Chelsea Manning, and Julian Assange exposed crimes committed in the empire’s name, from mass surveillance to war crimes. Their reward? Exile, imprisonment, and character assassination. The media, rather than defending these truth-tellers, joined the chorus of condemnation, branding them as traitors.
Meanwhile, corporate journalists who toe the line are rewarded with Pulitzers and book deals. Critique the empire, and you’re “biased.” Expose its lies, and you’re “dangerous.” The message is clear: dissent will not be tolerated.
Language, Weaponised
The genius of modern propaganda lies in its language. The empire doesn’t censor—it combats “misinformation.” It doesn’t suppress dissent—it enforces “community standards.” These euphemisms, much like Orwell’s Newspeak, serve to sanitise repression and discredit opposition.
On social media, the weaponisation of language reaches its peak. Activists are deplatformed for “violating terms of service,” while state-backed trolls flood comment sections with attacks and disinformation. Algorithms suppress content that challenges the empire, ensuring that dissenting voices struggle to be heard.
Conclusion: The Media as the Empire’s Sword and Shield
The media, both traditional and digital, remains the empire’s most powerful weapon. It shapes public perception, silences dissent, and reinforces the structures of power, all while pretending to serve the public good. The internet, once a beacon of hope for free expression, has been co-opted into the ultimate propaganda machine, a battlefield where the truth is just another casualty.
War is peace. Freedom is slavery. Ignorance is strength. These aren’t just slogans—they’re the operating principles of a system that thrives on deception and control. The media isn’t just complicit in this system—it’s integral to it. And unless we start recognising the game for what it is, we’ll remain its willing pawns.