Hurricane Milton has died off after heading out into the Atlantic Ocean and dissipating. The damage appears to be bad, but not quite as bad as a category 5 hurricane might have inflicted, because people had time to prepare. Those in the path of the monster had time to flee, while those outside it had time to stock up on the supplies they’d need to ride it out.
The damage in North Carolina and Georgia from Hurricane Helene is far worse than Milton, at least so far, due to the storm maintaining it power while moving inland after striking Florida. But at least some people there had some time to do what they could to evacuate or get ready.
In the midst of these two awful storms there was another deluge. Not one that destroyed property or flooded homes, but one that imperiled people and hampered the response and recovery nonetheless. It imbued many survivors with a sense of hopelessness, and inflamed their paranoia and suspicion. And despite the certainty that it would take shape in at least some form, virtually nobody was ready for it.
We weren’t ready for the storm conspiracy theories, outright lying, grift, emotional manipulation through AI, antisemitic bullshit, and misleading viral nonsense that followed just behind the two hurricanes. We weren’t ready for people invent new realities out of thin air, realities where FEMA was blockading aid and confiscating property, where terrified little girls were left adrift with their puppies, where government weather machines were steering the storm into its most destructive path, and where the executive branch was too busy vacationing and appearing on sex advice podcasts to do anything to help the desperate Americans screaming for a lifeline.
That’s the reality that hit America and the world like a ton of storm-tossed bricks over the last few weeks. Never mind that none of this happened, and all of it was inflammatory bullshit spread by right wing politicians and social media influencers to help get Donald Trump over the finish line. For so many desperate Americans it felt true. It was true to them. So it was true.
After spending a decade writing about conspiracy theories at a time when conspiracism has become a primary driver of politics and commerce, it wasn’t surprising to me why this happened.
Some of it is definitely because of the election, given that Helene hit two swing states that Trump desperately needs to win. So if it takes exploiting the damage done by a storm to make Kamala Harris look out of touch and unsympathetic, then that’s what it takes, casualties be damned. It’s also about climate change denial, something that the far right has practiced for decades and that’s increasingly hard to maintain as the climate quickly and drastically revolts against us.
But more than that, I wasn’t surprised it happened because it happens every time. And it happens for the same reasons that drive conspiracy theories about everything else: from mass shootings and disasters to COVID and 9/11, all the way back to the Great Fire of Rome. Something outsized and destructive happens, and we grope in the darkness for information. Rapidly moving events defy easy explanation, and we’re desperate to know why it’s happening, what’s really going on, and who did it to us. Social media and the internet didn’t create any of this, it only sped it up and lowered the cost of entry. So the new problem is the same problem as the old problem, just faster and dumber.
That said, if the new problem is the old problem, why was nobody ready for the old problem? We know it’s going to happen because it always happens. So why were we unprepared for it happening? Why were the government agencies, news outlets, social media giants, state and local officials, and weather experts all so completely blindsided?
FEMA wasn’t ready to counter the fake our out of context AI slop images and stories showing it not only wasn’t doing its job, but actively making recovery worse.. Politicians at every level weren’t ready to counter the claims that they were heartless and cruel in leaving victims to die. Social media wasn’t ready to counter the insanity coming from its owners and and most prolific users. Media outlets weren’t ready to talk clearly and accurately about the deluge of conspiracy theories and the danger they presented. First responders, being a little busy doing their jobs, understandably weren’t ready or able to deal with the onslaught of nonsense about what they were or weren’t doing.
Obviously, you can’t prepare for what you don’t know is coming, or what you can’t conceptualize. But by now, can’t we see this coming? Why can’t we look at a looming event and ask ourselves “how can this be misinterpreted and weaponized against us?” It happens over and over, with every disaster and mass shooting, every “once in a century” event and election.
So why aren’t we ready?
For one, disinformation will always travel faster than information. It takes no time to make something up and share it, but it takes time to prove that the made up thing is made up. And at that point, it’s already out there. Beyond that, some people and industries still exist in a world where things on the internet aren’t part of the real world and don’t matter, and if you ignore them and don’t give them oxygen, they’ll die off. We know by now that this isn’t true, and that conspiracy theories allowed to fester with nobody paying attention will just grow in darkness. But this is a big shift for many longstanding industries, particularly government, to make. And some people may not want to seem overly approving of what looks like censorship. Government can’t even begin to play a part in solving the problem until it’s done in a way that doesn’t seem like an Orwellian disinformation ministry that wants to control your thoughts. Somehow, we’ve managed to regulate TV and radio, but the internet continues to be the Deadwood of media – no law at all.
Obviously, we’re weeks away from an election that has already seen a frenzy of lies unlike any other election in world history. And it’s only going to get more insane, an opera of countless voices all screaming lies at the top of their lungs into giant microphones that drown everything else out. We have no idea what exactly is going to drive the bullshit purveyors and their legions of believers, because it hasn’t happened yet. But it will happen – and it will be outrageously bad.
What can we do to prepare? And what can we do to prepare for what happens after that, for what can’t be known or even reliably imagined?
The first thing is that we, as people, can take ourselves off the chessboard. Don’t share bullshit. Don’t share it even to call it bullshit. If you have to, at least take a screenshot and mark clearly that it’s bullshit. Nobody’s perfect, but we can all do more of this. Call out your friends and loved ones sharing bullshit, quietly and in a way that’s firm but not insulting. Be the firebreak.
But this is a much bigger problem, one that has infected every industry and profession. So a big problem takes a big solution. And big solutions cost big money.
Every industry should know that disinformation and lies are a threat to their existence, and open their wallets to fight back against it.
Government agencies should have people on staff who understand how this stuff works, how to push back against it in a way that doesn’t infringe of free speech, and why it’s so bad for public health. Law firms and courts should hire journalists or experts (many of whom are out of work due to the proliferation of AI slop stories) to point out instances of defamation and harassment in the aftermath of epochal events, and be prepared to move against them quickly. Every news outlet everywhere of any size should have someone whose job it is to immediately point out when something viral is false and what’s true instead, and spend the money to get it out there fast.
And private citizens should have the resources and education to understand how conspiracy theories function, why they are effective, and what to look for when someone is attempting to manipulate them with bullshit. Yes people want the truth, but they don’t want to be lied to or made to feel stupid. And nobody wants to feel like they’re a potential victim of going down a rabbit hole and never coming out – which virtually everyone, regardless of party affiliation, is.
All of this is time-consuming. It’s not all going to work, and some conspiracy theories will always get through. And of course, all of it costs a lot of money to do it well and professionally. The far right is excellent at spending money on and making money off disinformation – and we have to get as good at doing it for the truth. If we want to be prepared for the next storm of bullshit, we have to spend some money on supplies. We have to be ready for what’s going to happen, even if we don’t know exactly what form it will take or where it will come from. When a hurricane hits, do you buy bottled water or do you put out a bucket and hope for the best?
You buy bottled water. You make the investment. We are drowning in a deluge of conspiracism, paranoia, and absolutely untethered realities. Let’s buy some rope and pull ourselves out.
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Mike Rothschild 