Click and Share, Click and Share


The effectiveness of click bait propaganda sites across the political spectrum and on behalf of all of the presidential candidates has been taken to a new level in this election cycle. Often funded and operated by Super PACs or by other political organizations with significant financial resources, these sites have thoroughly permeated social media during the primary campaigns. Authors of articles on these sites say things about opposing candidates that the candidates themselves would be unlikely to say for fear of being accused of making unfair or unfounded criticism (granted this does not seem to bother some of the candidates).  If the sites are caught dealing in falsehoods, the candidate on whose behalf they are operating can easily distance himself or herself and say that the site is not related to the campaign. The operators of these websites can do the dirty work of spreading a negative narrative about political opponents while the candidates themselves appear to remain above the fray. It is easy to make numerous sites on behalf of a candidate, creating the effect of various sites mutually reinforcing one another. If you say it enough in as many venues as possible, the greater likelihood that it becomes more believable for a larger group of people.

The willingness of these sites to use “half truths” and sometimes “no truths” to promote a particular candidate is disturbing in and of itself, but perhaps even more disturbing is how willing so many of us seem to be not only to click on such sites but also to share them, even when it would only take a bit of research to see that many of these articles contain gross distortions of fact. But the articles confirm our biases and so like click bait robots we click and share, click and share, click and share.

Political propaganda is nothing new of course. It has been present in various forms throughout the history of our country. Political propaganda has been promulgated through speeches, pamphlets, whisper campaigns, magazines, print ads, radio ads, films, TV ads, and now the internet. What makes the click bait phenomenon perhaps more pernicious than the propaganda forms of the past is that we become not only passive participants experiencing the propaganda through various forms of media, we also become active and willing participants in the spreading of the propaganda with all of its half truths and sometimes no truths. We become active propagandists, and when we click and share the article with half truths and sometimes no truths, we are complicit in telling the lies therein as we become a nation of propagandists rather than participatory citizens of integrity. In the expediency of doing whatever it takes for our side to win, we continue to lose the bonds of trust with one another that are so vital to the virtue and flourishing of human community in our nation.

Now, please click and share.

About Mark Y. A. Davies

Mark Davies is the Wimberly Professor of Social and Ecological Ethics and Director of the World House Institute for Social and Ecological Responsibility at Oklahoma City University. He is the Executive Director of the Leadership, Education, and Development (LEaD) Hub North America of the General Board of Higher Education and Ministry of the United Methodist Church and an Oklahoma Humanities State Scholar. Mark has published in the areas of Boston personalism, process philosophy and ethics, and ecological ethics. Dr. Davies serves on the United Methodist University Senate, which is “an elected body of professionals in higher education created by the General Conference to determine which schools, colleges, universities, and theological schools meet the criteria for listing as institutions affiliated with The United Methodist Church.” He and his wife Kristin live in Edmond, OK in the United States, and they have two daughters. The views expressed by the author in this blog do not necessarily represent the views of Oklahoma City University or the United Methodist Church.
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2 Responses to Click and Share, Click and Share

  1. Nancy Cain says:

    I hadn’t heard “click bait” before. I’m obviously out of it. What can be done about it??

    Nancy Cain peace, equality and justice for all

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