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.”

FOXOCRACY by Tobin Smith is subtitled "Inside the Network's Playbook of Tribal Warfare." Tobin, who appeared in more than 2000 opinion panel segments and guest hosted Fox programming from 2000 to 2013, says, "I became ashamed of what I had helped Fox News accomplish. I am hopeful that more former Fox news opinion-program producers and contributors will add their stories to the record." Whether they choose to or not, other outlets are pointing out Fox's real danger in the current health crisis with articles like The Washington Post's well-argued and documented "The data is in: Fox News may have kept millions from taking the coronavirus threat seriously." Sadly, Tobin's tone is more of an angry rant; for example, when addressing "proud Republicans;" "All I can say to you is 'buck up, buttercup – you aren't a snowflake, are you?' I can assure you that these disclosures I am sharing are not fake news or made up – they are very, very real..." Clearly, there is little "real" support for his broad contentions so more liberal critical thinkers (who he seems to think is the audience) are likely to turn to sources other than this rather brusque and seemingly self-serving book. A missed opportunity, especially to convince Fox News viewers of their on-going manipulation.

Link to Post article:
https://www.washingtonpost.com/lifestyle/media/the-data-is-in-fox-news-may-have-kept-millions-from-taking-the-coronavirus-threat-seriously/2020/06/26/60d88aa2-b7c3-11ea-a8da-693df3d7674a_story.html

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

I struggled with this book. Unfortunately, the writing seemed clunky and the author presumed readers understood the makeup of a newsroom and the behind the scenes workings of television shows. For the first several dozen pages, theories and concepts of tribalism were alluded to but no deep explanations were given. Perhaps I had different expectations of the book, but it just didn't work for me.

Disclaimer: I received an arc copy of this book from NetGalley in exchange for an honest review.

A truly insightful review of manipulation tactics used by bias journalists and the corporation that employs them. It was interesting to get a behind the scenes look from the perspective of someone who worked there for fourteen years. Not only does this book unveil the corrupt mechanism working behind the camera, it looks at the psychology impact of these tactics. I’m always fascinated by the inner workings of the human mind, and this definitely provided some interesting insight.