Tobin quickly and sharply dissects the propaganda machine that is F*x News. Tobin circles the wagons pleading with a mixture of personal stories and psychology backing how F*x applies the tricks of the trade. I appreciated the moments where he peels back the curtain to show psychological tactics used to create an addictive dopamine high using fear and anger. Sadly, Tobin is so condescending and bitter, which works from a F*x News stance; however, from an opposing side makes him appear like an elitist, playing right into their hands. Additionally, his use of negative name-calling will automatically turn off the audience this book could end up helping. If he would have been able to tone down his former F*x persona I probably would have rated it higher.

“F*x News - the oxycontin of tribal identity media or aka tribal identity porn.”

“Why does F*x News go after older, white men? Because they are generally more culturally resentful and more prideful than older women, plus they have fewer close friend relationships.”

**This was a review copy given for an honest review** ( )

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

Foxocracy at Diversion Books
Tobin Smith on Medium
Fight Back Against Fox on Facebook
Hear Yourself Think

https://tonstantweaderreviews.wordpress.com/2019/12/06/9781635766615/ ( )

Foxocracy: Inside the Network's Playbook of Tribal Warfare by Tobin Smith is both an enlightening read and a frustrating experience.

The biggest positive this book offers is substantiated proof that the destruction of US democracy was and continues to be a conscious choice of those at Faux News/Entertainment. They lied about what they were doing, they lied about lying about it. Not a big shock there. While those with functioning brain cells knew that Faux News/Entertainment was destroying the country, we were always unsure to what extent those involved, from Ailes all the way down to every technician working the shows, were aware of what they were doing. Now we know.

The parts of the book that are essential but less captivating are the sections where Smith mentions the experts in psychology and communications he contacted. He does use those ideas correctly and, unlike a student of psychology mentioned, he does do so correctly. but he explains those concepts directly as they apply to the situations he is addressing, not as an academic abstract, those are for journal articles. But young students get a little uppity with regard to their area of study until they gain a little more experience so it is understandable. This is not a scientific or theory based book, this is a real-life book that uses theory to show how a few warped individuals can destroy a society through intentional and conscious manipulation of the most vulnerable among us.

The frustrating part of reading this book is simply Smith's style. He has always been an advocate for bluster and hyperbole, and for using the very strategies he exposes in this book. It gets tiresome when you don't care for the attempts to manipulate, especially when the additional methods aren't necessary. Though, since a part of his target audience seems to be those still addicted to Faux News/Entertainment, perhaps his use of the style of what they like serves a purpose. but for the rest of us, it means we will likely need to read the book in short chunks to avoid getting too frustrated.

Definitely worth the read and certainly won't hurt to try to help any addicted people you know by giving them a copy. But the book alone won't, I don't think, be enough. You'll need to be there to hold their hands and help them through the withdrawal pains. It will be worth it if you think compassion and humanity are worth saving.

Reviewed from a copy made available by the publisher via NetGalley. ( )