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Media balkanization is by no means a new phenomenon, but a new study by Columbia Journalism Review has found that pro-Trump propagandizing of this sort is having a measurably deleterious effect on how all media outlets cover Trump. The review identified Breitbart News as the gravitational locus of a conservative media galaxy that pumped out “disinformation” throughout the 2016 presidential campaign: “This turned the right-wing media system into an internally coherent, relatively insulated knowledge community, reinforcing the shared worldview of readers and shielding them from journalism that challenged it.”
This happens to a certain degree with all people: They seek out information that confirms their biases and are skeptical of information that challenges them. What Columbia Journalism Review discovered, however, is that conservative media outlets in the Trump era are far more effective at walling off their audience from any information that doesn’t comport with their preferred narratives.
“By repetition, variation, and circulation through many associated sites,” the review observed, “the network of sites make their claims familiar to readers, and this fluency with the core narrative gives credence to the incredible.” Once a source for disinformation is validated by like-minded sources, suddenly an allegation becomes “true” even if the person making it — in this case, the president of the United States — can’t put any factual weight behind what was said. Consumers of right-wing news see Sean Hannity go on the warpath against Obama associates on Twitter, then they read Breitbart’s write-up of Hannity’s tweetstorm, and subsequently they turn to Fox News and watch right-wing pundits talking about Obama’s “Soviet-level wrongdoing.”
The potency of this disinformation machine and its close ties to the White House will necessarily affect how mainstream outlets cover the news. Reporters and publications who report with justifiable skepticism on Trump’s “wiretapping” claims will come under attack from Breitbart, Hannity and others as part of the conservative media’s long-running effort to discredit mainstream publications. That provides incentives for journalists to strain for forced objectivity and give undue weight to discredited conservative narratives in the name of “balance.”