VICE’s fall from counterculture hipster rag to a neoliberal government mouthpiece after embracing the corporate and state funded agenda that holds the least credibility with its young, liberal audience. After major investments from Rupert Murdoch and FOX to partnerships w/ George Soros, Bill Maher, Bank of America and former government officials, VICE News, it turns out, became an ideal vehicle for delivering Cold War, interventionist messages to a generation that knows better than to trust the mainstream media or the government.
Disney, Fox News, Bill Maher and former U.S. government officials ā seems like a pretty random list, right? Well, they have one surprising thing in common:
VICE.
No, Iām not talking about porn, gambling or drugs.
Iām talking about the multimedia empire thatās leading the mainstream media machine in producing āedgyā reporting behind a hipster, cooler than thou facade.
As a brand, VICE is built around an anti-establishment vibe thatās always feeling the pulse of the fringe. So how did VICE go from producing a niche magazine in Canada focused on street style and sex, to being a bona fide multimedia empire that includes a popular website, growing digital footprint, and partnerships with major corporations?
The shift happened gradually. There was $200 million from Disney and another $70 million from 21st Century Fox that made Rupert Murdoch a major owner. One talk show sponsored by Bank of America, and another hosted by career Islamophobe Bill Maher. World-famous puppet master George Soros, who funds coups in favor of NATO, got his own segment. Throughout all of this, VICE Media expanded by quietly embracing the very corporate and government entities that hold the least credibility with its own, young audience.
While positioning itself as a ballsy, no-holds-barred alternative to the mainstream media, itās actually become the mainstream media. VICE Media hasnāt just sold itself out to the neocon agenda, itās also normalized that agenda among its audience through its growing digital platform.
Sure, sure, VICE still bucks the government line on issues like marijuana legalization and does stories on what people wear to get laid.
But on matters of foreign policy, VICEās tone tends to align with Washingtonās maneuverings, including the re-emergence of Cold War narratives pushing āRussia-phobiaā and justifying NATOās aggressive posturing toward Russia in Ukraine and Syria.
And, as Robbie Martin notes in Part III of his documentary series āA Very Heavy Agenda,ā āVICE achieved what Fox Newsā terrorism fear-mongering could never achieve: fear of Islamic terrorism among young American liberalsā to justify more so-called āhumanitarianā bombs.
As a news outlet, VICE has become a tool of soft propaganda. Its reporters frequently cite outlets like Voice of America and Voice of Asia, broadcasters which fall under the umbrella of the U.S. state-sponsored Broadcasting Board of Governors that pushes U.S. interests abroad.
VICE, it turns out, is an ideal vehicle for delivering Cold War, interventionist messages to a generation that knows better than to trust the mainstream media or the government. The problem is, that generation doesnāt seem to realize that VICE is the mainstream media and itās pushing government narratives.
Robbie Martin is here to explain how VICE towing the line of the establishment and how it managed to sell mainstream narratives to its anti-mainstream audience, and why itās so dangerous.
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