Let’s get one thing straight: I am not a fan of Facebook. I’m confident that social media is a cancer on our private lives and a source of derangement in our politics. I take it for granted that the tech barons are acquiring the power to tilt elections, and that they’ll be happy to play handmaidens to tyrants soft and hard so long as they can monetize our data. I take a certain mordant pleasure in watching Mark Zuckerberg and his minions scapegoated for the political failures of late-Obama-era liberalism.
But the liberal establishment’s fixation on Facebook’s 2016 sins — first the transmission of fake news and now the exploitation of its data by the Trump campaign or its appendages — still feels like a classic example of blaming something new because it’s new when it’s the old thing that mattered more. Or of blaming something new because you thought that “new” meant “good,” that the use of social-media data by campaigns would always help tech-savvy liberals and not their troglodytic rivals — and the shock of discovering otherwise obscures the more important role that older forms of media played in making the Trump era a reality.
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.
