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"Branding the news" [2019] ELECD 2140; in Torres-Spelliscy, Ciara (ed), "Political Brands" (Edward Elgar Publishing, 2019) 168

Book Title: Political Brands

Editor(s): Torres-Spelliscy, Ciara

Publisher: Edward Elgar Publishing

Section: Chapter 7

Section Title: Branding the news

Number of pages: 19

Abstract/Description:

President Trump has deployed branding techniques against journalists by calling accurate yet negative news stories about him “fake news.” Additionally, he has called papers of record “enemies of the people.” These phrases are used by authoritarians and dictators to discredit the free press. One of the reasons why calling a particular piece of journalism “fake news” is so effective is that totally bogus, made-up nonsense stories are available online. This chapter contrasts “fake news” (real news which is critical of Trump) with “bogus news” (which has no basis in fact). An example of “bogus news” that many members of public mistook as true was a conspiracy now called “Pizzagate.” A gunman who believed this bogus news showed up at a pizzeria with a gun, thinking that it was a location for human trafficking. He was sadly mistaken and ended up with a four-year prison sentence.