Mar 15, 2023

From Deep End to Deepfake: Inside Teal Swan's Marketing Machine


Fake News
Rising Prices and the Shrinking Tribe
Breathtaking Cruelty

When Teal Bosworth Scott Swan got her long-sought break into "mainstream" media coverage, it did not go well. Her quest for fame brought her infamy instead. By the fall of 2019, attention from the BBC had cost her the Teal Tribe group on Facebook and a number of YouTube videos, as both platforms cracked down on her suicide-friendly messaging. It was against this backdrop that teal presented another example of her bizarre understanding of how news media (or what she calls "mediums") operate. In this video, she explains the following to her credulous followers:

[O]nce you get to a certain level of fame, let's say that there's a little under the carpet contract that occurs, though not in writing, it's understood in the business that once you get big enough to be of interest to people, what they will do is they'll write a negative article about you. At which point you are then welcome to spend a large amount of money to pay them to do a positive one. After which they will do a negative one, after which you will pay them again, to do a positive one.

In the real world, most of us know that news coverage and advertising sales (or any other form of payment) are separate functions, and that their separation is crucial to the reputation of any news organization. One need look no further than the unfolding scandal at Fox News, with Rupert Murdoch's confession that Mike Lindell bought his way into guest spots on Fox with ad buys. Murdoch's admission that the decision to let an obviously unhinged pillow magnate on the air "is not red or blue, it is green," is scandalous precisely because news coverage isn't meant to be pay-to-play. Trust in news organizations, and the viability of their business model, is dependent on the expectation that they cannot be bought.