Before you can build a political army or start a populist brushfire, you have to know what makes the masses tick. You need the cheat codes to the human soul. In the age of digital warfare, that cheat sheet looks something like this:
- Your Facebook “Likes”
- Your personality quiz answers
- Your politics (declared or assumed)
- Your age and gender
- Your location
- Your relationship status
- Your late-night status rants
- Your private messages
- Your friends (and their data, too)
- The events you pretend you’ll attend
With this map to the public’s id, a new kind of political machine could be built. All it needed was a director with a vision and patrons willing to foot the bill for a bit of chaos.
The Angel Investors of Anarchy
Every chaotic startup needs its angel investors. For Steve Bannon’s particular brand of political disruption, the Mercer family was the venture capital firm willing to write the first big check. Billionaire Robert Mercer and his daughter, Rebekah, were the quiet benefactors of the new populist right. With a cool $10 million seed round, they handed Bannon the keys to Breitbart News after its founder’s death, letting him mod it from a conservative blog into the premier server for his populist worldview.
Rebekah, in particular, was the hands-on operator, the one making sure her investment paid off by installing Bannon and Kellyanne Conway into the Trump campaign’s C-suite. The founder-funder relationship was a perfect match, until it spectacularly wasn’t. Like a messy public breakup you’d see unfold on …, the alliance imploded in 2018 when Bannon broke the cardinal rule—don’t talk smack about the CEO’s family. Rebekah hit the eject button, publicly declaring he’d taken her pet project “in the wrong direction” and effectively cutting off his VIP access.
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