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Here are some half-formed thoughts on media and politics aping things that have been said before but hopefully adding a touch of originality and something in the way of synthesis.

Social media and smartphones are a key new piece of the political context. But not only do people still watch lots of TV, current day political figures of note first gained mass recognition on TV in a unique way. Some key “points” I’m preoccupied with in this write up are the transition from TV to social media, the ambiguity that now exists between the two mediums and the argument about which is more responsible for recent political developments.  

Three figures fit a vague but niche trajectory. Donald Trump, Jair Bolsonaro and Eric Zemmour were all stars on TV debate and current affairs programming for years. Trump stands apart from the other two men as he had a massive TV presence outside of politics and Zemmour is as yet much less significant than Trump and Bolsonaro but all three were constantly put on TV to be provocative. Because they were constantly put on TV for that purpose, regular rules of conduct didn’t apply to them. It was their job to flout normal behaviour so it would be silly to expect anything else short of regulation or mass change in taste.

These men were “made” to be the provocative stars of niche content and therefore anticipated the current social media vibe. Because regular rules didn’t apply to them, they came to be understood as more “authentic” to many people. Today, if you are a public figure but “withhold” on camera you don’t get traction. The current context often rewards acting “crazy,” basically. Social media based “authenticity” seems to have the connotation of wild behaviour and emotional instability. In any event, many figures—political and otherwise—have developed massive followings strictly on the basis of this type of conduct and presentation.

This standard of “authenticity”—and by extension the political figures who meet it—presumably relates somehow to the current tendency to “mental health acceptance.” My impression is that this same tendency renders what I’m saying here mildly politically incorrect. Would it be self-involved to say it therefore inhibits understanding? It’s hard to take pure “craziness” as a starting point in the current discursive context even though it’s clearly a phenomenon.

Part of the reason for social media’s symbiosis with neuroticism is its intimacy of consumption. People are literally lying down in bed or in the washroom with the conceit that they are simultaneously participating in social life and politics. To some extent this was already true with mass media of course, people “participated” in events by listening to radio or wrote letters in bed, but it’s true in a new way now, and taking place in a new social environment. The feedback loop with loneliness and atomization is cliché but true in my opinion. Neuroticism and loneliness make “authentic” figures more appealing for obvious reasons.

Social media actively “includes” neurotics more than classic mass media and also augments neuroticism generally. One preoccupation that lots of people have in the current day is fear of exposure. They correctly think that they are liable to be photographed or recorded in any number of contexts, with the results possibly ending up online. Judging from many viral videos, other people, or perhaps the same people, take the opportunity of being “exposed” to finally “overcome” their fear and “act out,” or “let it all out.” It makes sense that the political figures I’m highlighting would appeal in this context. They do relentlessly what many people—especially more marginal and excluded types—subconsciously crave.

It would drive almost anyone “crazy” to be the target of the current chaos of media coverage but these guys were already “crazy.” These pre-“crazified” figures match the “craziness” of the current context. Marshall McLuhan said that on TV you have to wear a “mask.” That rings true, but were/are these men masked? Possibly, but perhaps they were exempted. McLuhan also said that the previous medium becomes the content for the current one. That seems to fit TV and social media fairly well, obviously. The current media context is overwhelming. There’s a feeling of info-chaos, active competition between many mediums, people consuming many forms of media simultaneously and so on. These political figures revel in the chaos instinctively, they defy fragmentation even to the point of feeling “present” in social life quite unlike other contemporary figures.

This essay ended up going in at least two different directions. One more sociological, the other attempting a sketch at a distinct political subtype and its relationship to different methods/phases of communication. I’ll also add that Zemmour has less of a “crazy” presentation when compared with Trump and Bolsonaro. For that reason, and because as already noted he is as yet less significant, it’s tempting to exclude him. That said, he is clearly the “wild” person in the French context so perhaps the same basic picture applies.