Headlines from the satirical outlet The Onion on Thursday included humorous takes such as: “New Dating Site Suggests People You Already Know But Thought You Were Too Good For,” “Trump Boys Have Slap Fight Over Who Gets to Run Foreign Policy Meetings,” and “Here’s Why I Decided to Buy Infowars.”
Among these, one stands out with an element of reality, albeit in a twisted sense. The story regarding the purchase of Infowars, the infamous media platform helmed by conspiracy theorist Alex Jones, is genuine. This acquisition came through a bankruptcy auction connected to lawsuits from the families of Sandy Hook shooting victims, showcasing an effort to combat misinformation with satire. Following the acquisition, The Onion has made the decision to shut down Infowars immediately and plans to relaunch it in January as a satire of conspiracy theorists.
“Our aim in a couple of years is for people to view Infowars as the funniest and dumbest website on the internet,” stated Ben Collins, CEO of The Onion. “It was previously just the dumbest.”
This purchase marks the conclusion of a long saga surrounding Jones, whose incessant spread of misinformation about the tragic Sandy Hook shooting led to a staggering nearly $1.5 billion in lawsuits against him by the grieving families. The redesigned Infowars is expected to parody the absurd theories that Jones propagated, theories so outlandish that they could easily pass as satire if they hadn’t caused real-world repercussions. The Onion’s actions signal the end of one branch of a larger ecosystem comprised of podcasters, social media influencers, and others who thrive on instigating fear and frustration within audiences, according to Collins.
“They’ve had a free pass up till now, and we believe that’s unjust,” he stated. His vision extends beyond satire, as Collins hopes this move will return a sense of humor to the Internet in response to years of anxiety-inducing content.
Collins, who has experience covering misinformation issues for a major news outlet, leads this new initiative, according to filmmaker Dale Beran, who recently created a documentary focused on social media’s influence on society. The Onion, originally founded as a print publication in 1988, has undergone various changes in ownership, most recently acquired by a consortium including Jeff Lawson, the co-founder of Twilio. Beran remarked that this acquisition has revitalized The Onion, giving it new energy.
If executed effectively, a satirical platform addressing conspiracy theories could resonate with audiences similarly to how comedian Stephen Colbert critiqued self-important conservative commentators over a decade ago.
As for the casual followers of Jones who may be oblivious to the recent bankruptcy developments, it’s unsure how they will react when they discover the revamped Infowars. Beran suggested that the demographic attracted to conspiracy theories and those interested in mockery likely do not intersect significantly.
The announcement of The Onion’s acquisition prompted immediate speculation in the conspiracy theorist community. One source posited on social media that it was impossible for The Onion, which hasn’t been relevant for years, to make such a purchase independently, questioning who was truly behind the acquisition.
In response to the news leak, Jones quickly released a video branded towards his supporters, characterizing the event as “a total attack on free speech” and accusing the “deep state” of being out of control.
The shutdown of such a high-profile misinformation platform is significant, yet the business strategy of provoking and enraging audiences continues to flourish. Experts, like Yotam Ophir from the University of Buffalo, are skeptical, suggesting that Jones will quickly adapt to new outlets, thereby retaining his audience. “As long as there’s an audience willing to listen, he will find a way to reach them,” Ophir stressed.
At least for some, the acquisition by The Onion has provided a brief respite from the turmoil that has enveloped progressives following recent elections. Timothy W. Larson, a self-identified progressive, commented that “this is bad karma turned good,” a sentiment shared by many seeking relief from recent political events.