White House TikTok propagandists and Reddit mercenaries are in way over their heads on Ukraine
Since the onset of the conflict in Ukraine, social media has been bombarded with one-sided hero worship, amplified and drawn into users’ timelines through the magic of the infamously mysterious algorithms that govern these platforms, whose functioning regulators worldwide have had trouble grasping.
There’s the fictitious tale of the Ukrainian Snake Island border guards in the Black Sea, which was widely amplified by traditional Western media. As the story went, upon the approach of a Russian warship, the guards told the ship over radio communication to “go f*** itself”, after which they were reportedly liquidated. Ukrainian President Volodymyr Zelenskyy even praised their bravery. The good news is that he’ll now be able to award them their “posthumous” medals for bravery in person, since they’re apparently still around.
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Then came the tale of the “Ghost of Kyiv”, a mysterious Ukrainian pilot credited across social platforms for single-handedly downing Russian jets left and right. That tale, too, turned out to be created from a montage of fake news, including video game footage. However, this literal propaganda somehow managed to escape removal by the social media platforms, which constantly claim to combat fake news.
These outright fabrications platformed online saturate the entire world before any sensible rebuttal of them can make a dent. It seems there is a concerted effort – facilitated by these online giants – to portray the conflict as a Superbowl-style showdown between “Team Ukraine/NATO” and “team Russia”, which requires everyone to pick the “right” side under severe peer pressure to conform to whatever is overwhelmingly promoted by these platforms. Before now, that mostly meant style, fashion, makeup and dance trends. After all, the top 10 influencers on TikTok are performers squarely serving (and profiting from) beauty and fashion industry advertisers.
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But leave it to Washington to ask, “What if we could get people known for nice handbags and trendy dances on TikTok to trash talk Vladimir Putin?” And that’s exactly what they did – by briefing 30 of the most popular TikTok influencers about the war in Ukraine. Ellie Zeiler, a 18-year-old fashion influencer from California who attended the meeting last week, hosted by White House officials via Zoom video, including spokesperson Jen Psaki and National Security Council staffers, led the trendsetter to suddenly take a stab at explaining to her 10.5 million followers why gas prices in are now high.