{{Short description|Media increasing engagement through outrage}} The '''outrage industrial complex''' ('''OIC''') is a combination of forces including media outlets, social media influencers, political fundraising messaging, and individuals in media, political leadership or advocacy that in the late 20th and early 21st centuries exploited differences of opinion and what was termed a '''culture of contempt''' drawn along political and social lines, increasing distrust of institutions and society, to advance their own desires for fame, wealth, higher office, or for geopolitical reasons.
The OIC creates and distributes outrage media, digital or print content specifically intended to provoke anger or outrage among its consumers to increase engagement.
== Makeup == The complex includes media outlets, social media influencers, political fundraising messaging, and individuals in media, political leadership or advocacy who call out "outrages", hoping to generate what Richard Thompson Ford, writing for ''The American Interest'', calls a sense of "righteous indignation" and rage borne of frustration in their readers or listeners, often for their own purposes of attracting advertisers or fame or to intentionally cause social disruption in a country or region.<ref name="Ford-2019">{{Cite web |last=Ford |first=Richard Thompson |author-link=Richard Thompson Ford |date=2019-12-20 |title=The Outrage-Industrial Complex |url=https://law.stanford.edu/2019/12/20/the-outrage-industrial-complex/ |access-date=2024-06-17 |website=The American Interest |language=en}}</ref><ref>{{Cite web |last=Coleman |first=Peter T. |author-link=Peter T. Coleman (academic) |date=4 March 2019 |title=Say No To Contempt |url=https://www.youtube.com/watch?v=8dv1ORTvm8w |website=American Enterprise Institute}}</ref><ref name="Weisman-2024">{{Cite news |last=Weisman |first=Jonathan |date=2024-06-16 |title=Is the Partisan Divide Too Big to Be Bridged? |url=https://www.nytimes.com/2024/06/16/us/politics/national-divisions.html |access-date=2024-06-17 |work=The New York Times |language=en-US |issn=0362-4331}}</ref>
== History == Rockefeller Brothers CEO Stephen B. Heintz said that the issue has been "fifty years in the making"<ref name="Weisman-2024" /> while Craig Keaton of Texas Christian University said that "researchers, thinkers, writers, and advocates" began "warning about" the OIC in the late 2010s.<ref>{{Cite web |last=Keaton |first=Craig |title=Essay: Contempt Is Contagious, So Is Love {{!}} Burnett School of Medicine at TCU {{!}} Fort Worth, Texas |url=https://mdschool.tcu.edu/news-item/essay-contempt-is-contagious-so-is-love/ |access-date=2024-06-17 |website=Burnett School of Medicine |language=en-US}}</ref>
Ford notes that the generation of outrage for one's own purposes is not a new concept, but had moved from "the cliched angry young man" into the general population, regardless of age or social class.<ref name="Ford-2019" /> He argued in 2019 that the sense of "comfortable complacency" being inherently evil and of outrage being a means to achieve positive change could be traced back to Friedrich Nietzsche, Aldous Huxley, and Lewis Mumford.<ref name="Ford-2019" />
A theory of political physics, sometimes called the physics of politics, uses a rough formula to describe the phenomenon: Pi = (Ci + O)L, or perceived importance is equal to the sum of cosmic importance + outrage expressed multiplied by the loudness of the expressed outrage.<ref name="Ambinder-2009">{{Cite web |last=Ambinder |first=Marc |author-link=Marc Ambinder |date=2009-02-20 |title=The Outrage Industrial Complex |url=https://www.theatlantic.com/politics/archive/2009/02/the-outrage-industrial-complex/845/ |access-date=2024-06-17 |website=The Atlantic |language=en}}</ref><ref>{{Cite web |last=Eggers |first=Andy |date=2009-10-28 |title=Physics of politics |url=https://blogs.iq.harvard.edu/physics_of_poli |access-date=2024-06-17 |website=Harvard University |language=en}}</ref>
== Strategy and mechanics == {{Main article|Outrage media}}
According to the ''Dallas News'', the strategy of the outrage industrial complex is to exploit the human evolutionary tendency toward distrust of outgroups.<ref>{{Cite web |date=2024-03-23 |title=Reject the outrage industrial complex |url=https://www.dallasnews.com/opinion/commentary/2024/03/23/reject-campaign-season-outrage/ |access-date=2024-06-17 |website=Dallas News |language=en}}</ref> According to Peter T. Coleman, writing for ''Yes! magazine'', "experiencing a perceived wrong or injustice — especially to one's in-group — activates the same reward and habit regions of the brain (the nucleus accumbens and dorsal striatum) as substance addiction, triggering cravings in anticipation of experiencing pleasure and relief through retaliation".<ref name="Coleman-2021">{{Cite web |last=Coleman |first=Peter T. |author-link=Peter T. Coleman (academic) |date=2021-11-06 |title=Outrage Industrial Complex: Research shows that polarized political discourse is actually addictive |url=https://www.milwaukeeindependent.com/syndicated/outrage-industrial-complex-research-shows-polarized-political-discourse-actually-addictive/ |access-date=2024-06-17 |website=Yes! |language=en-US}}</ref> Tim Shriver agreed that the mechanics mirrored those of addiction, calling it "the business model".<ref name="University of Utah">{{Cite web |title=The power of dignity: Tim Shriver forges new path through the walls that divide us - @theU |url=https://attheu.utah.edu/events/the-power-dignity-tim-shriver-forges-new-path-through-the-walls-that-divide-us/ |access-date=2024-06-17 |website=University of Utah |language=en-US}}</ref>
Arthur C. Brooks agrees that the cycle resembles addiction, writing in the ''New York Times'' in 2019 that the OIC creates "a species of addiction by feeding our desire to believe that we are completely right and that the other side is made up of knaves and fools. It strokes our own biases while affirming our worst assumptions about those who disagree with us."<ref name="Brooks-2019">{{Cite news |last=Brooks |first=Arthur C. |author-link=Arthur C. Brooks |date=2019-03-02 |title=Opinion {{!}} Our Culture of Contempt |url=https://www.nytimes.com/2019/03/02/opinion/sunday/political-polarization.html |access-date=2024-06-17 |work=The New York Times |language=en-US |issn=0362-4331}}</ref> Brooks also argues OIC exploits the motive attribution asymmetry, a psychological and sociological theory that humans in conflict tend to believe they are motivated by positive goals while the other side is motivated by negative goals.<ref name="PBS NewsHour-2019">{{Cite web |date=2019-07-04 |title=Arthur Brooks on why we hate our political enemies -- and how to stop |url=https://www.pbs.org/newshour/show/arthur-brooks-on-why-we-hate-our-political-enemies-and-how-to-stop |access-date=2024-06-17 |website=PBS NewsHour |language=en-us}}</ref>
Ford notes the basic strategy is circular: "Dangle a few choice offensive comments about sensitive topics such as affirmative action, feminism, or sexual orientation, and wait for earnest undergraduates to rise to the bait and stage a noisy outraged demonstration, thus allowing the provocateurs to wrap themselves in the First Amendment and lament the outrageousness of the heckler's veto".<ref name="Ford-2019" />
Arthur C. Brooks notes that a given media outlet tends to stake out a side on any given issue and exploit that side's fears and anxieties and promote a "culture of contempt" which assumes the worst of those on the opposite side of any issue.<ref name="Brooks-2019" /> According to ''Psychology Today'', this culture of contempt creates "a feeling of moral superiority that fuels our fantasies of 'owning,' 'trolling,' 'dunking on,' and 'throwing shade' at adversaries"; Brooks writes that this includes seeing those adversaries as "not just wrong, but in some ways worthless as people, or even bad, or evil".<ref>{{Cite web |last=Stone |first=Jett |date=17 June 2022 |title=Contempt Fuels Culture War {{!}} Psychology Today |url=https://www.psychologytoday.com/us/blog/the-souls-men/202206/contempt-fuels-culture-war |access-date=2024-06-17 |website=Psychology Today |language=en-US}}</ref><ref name="Kiniry-2019">{{Cite web |last1=Kiniry |first1=Mike |last2=Glenn |first2=Julie |date=11 March 2019 |title=Working to Overcome the 'Culture of Contempt' |url=https://news.wgcu.org/show/gulf-coast-life/2019-03-11/working-to-overcome-the-culture-of-contempt |access-date=2024-06-17 |website=WGCU |language=en}}</ref><ref>{{Cite web |title=Events Calendar {{!}} Wheelock College of Education & Human Development |url=https://www.bu.edu/wheelock/news/calendar/?eid=253677 |access-date=2024-06-17 |website=Boston University}}</ref>
=== Fodder === According to Ford, fodder for outrage media includes any topic there is profound disagreement on, including "cultural insensitivity, the hordes of illegal immigrants pouring into our country, the assault on reproductive freedom, abortion-on-demand, hetero-normativity, transphobia, transgender bathrooms, neo-socialism, neo-fascism, liberal fascism, neoliberalism, micro-aggressions, liberal snowflakes, insensitivity to religious minorities, and the war on Christmas".<ref name="Ford-2019" /> Outrage media uses commentary on such topics created specifically to provoke anger or outrage among its consumers.<ref>{{cite web |author=Patricia Roberts-Miller |date=2 April 2019 |title=Ocasio-Cortez Exploited as Clickbait and Outrage Porn Magnet |url=https://washingtonspectator.org/roberts-miller-aoc/ |url-status=live |archive-url=https://web.archive.org/web/20190529031010/https://washingtonspectator.org/roberts-miller-aoc/ |archive-date=May 29, 2019 |accessdate=23 May 2019 |work=Washington Spectator |quote=outrage porn, in which the participant takes pleasure in being outraged at the idiocy of 'them' (some out-group)}}</ref> It is characterized by insincere rage, umbrage and indignation without personal accountability or commitment.<ref name="NYO1">{{cite news |last=Holiday |first=Ryan |title=Outrage Porn: How the Need For 'Perpetual Indignation' Manufactures Phony Offense |url=http://observer.com/2014/02/outrage-porn-how-the-need-for-perpetual-indignation-manufactures-phony-offense/ |url-status=live |archive-url=https://web.archive.org/web/20190816230745/https://observer.com/2014/02/outrage-porn-how-the-need-for-perpetual-indignation-manufactures-phony-offense/ |archive-date=August 16, 2019 |access-date=September 6, 2015 |work=New York Observer |authorlink=Ryan Holiday}}</ref><ref>{{cite news |last=Leibovich |first=Mark |date=March 4, 2014 |title=Fake Outrage in Kentucky |url=https://www.nytimes.com/2014/03/09/magazine/fake-outrage-in-the-kentucky-senate-race.html |url-status=live |archive-url=https://web.archive.org/web/20151002012928/http://www.nytimes.com/2014/03/09/magazine/fake-outrage-in-the-kentucky-senate-race.html |archive-date=October 2, 2015 |access-date=September 6, 2015 |work=New York Times |authorlink=Mark Leibovich}}</ref><ref name="befriend">{{cite book |last=Sauls |first=Scott |title=Befriend: Create Belonging in an Age of Judgment, Isolation, and Fear |publisher=NavPress |year=2016 |isbn=978-1496418333 |pages=44–45 |quote=''New York Times'' writer Tim Kreider coined the term ''outrage porn'' to describe what he sees as our insatible search for things to be offended by}}</ref>
== Motivation == According to media and advertising professional Dan Granger, writing in ''USA Today'', measures of advertising effectiveness and engagement show "there's a clear correlation between loud, polarizing content and successful ad performance" and that the "incentive structure [...] reward[s] attention gained by exploiting our differences".<ref name="Granger-2021">{{Cite web |last=Granger |first=Dan |date=14 June 2021 |title=How the outrage industrial complex profits from stoking Americans' anger at each other |url=https://www.usatoday.com/story/opinion/2021/06/14/how-marketers-profit-manipulating-americans-outrage/7651681002/ |access-date=2024-06-17 |website=USA Today |language=en-US}}</ref> David Axelrod notes that Marjorie Taylor Greene, a frequent creator of outrage media, is an extremely effective political fundraiser.<ref name="Axelrod-2023">{{Cite web |last=Axelrod |first=David |date=17 August 2023 |title=Arthur Brooks |url=https://www.cnn.com/audio/podcasts/axe-files/episodes/dcfdf71c-b54f-4689-a3f3-b0610021d9c9.pdf |access-date=2024-06-17 |website=The Axe Files}}</ref> Brooks said that when someone allows themselves to be influenced by outrage media, "somebody else is profiting."<ref name="PBS NewsHour-2019" /> Tim Shriver of UNITE said "it works for those selling it. It is rewarded with clicks, votes and donations".<ref name="University of Utah" /> Media outlets are often incentivized to feign or foster outrage as it leads to increased page views, sharing, and comments, which are all lucrative online behaviors.<ref>{{cite news |last=Holiday |first=Ryan |title=Rage Profiteers: How Bloggers Harness Our Anger For Their Own Gain |url=http://observer.com/2014/10/rage-profiteers-how-blogs-harness-our-anger-for-their-own-gain/ |url-status=live |archive-url=https://web.archive.org/web/20150922085858/http://observer.com/2014/10/rage-profiteers-how-blogs-harness-our-anger-for-their-own-gain/ |archive-date=September 22, 2015 |access-date=September 6, 2015 |work=New York Observer |authorlink=Ryan Holiday}}</ref>
=== Algorithms === Most social media business models depend on engagement as a revenue source. Facebook's algorithm, which rewards interaction and delivers content similar to that which spurred interaction, "privileges incendiary content", according to Luke Munn of the University of Queensland, writing in the journal ''Humanities and Social Sciences Communications''.<ref name="Munn-2020">{{Cite journal |last=Munn |first=Luke |date=2020-07-30 |title=Angry by design: toxic communication and technical architectures |journal=Humanities and Social Sciences Communications |language=en |volume=7 |issue=1 |article-number=53 |doi=10.1057/s41599-020-00550-7 |issn=2662-9992|doi-access=free }}</ref> YouTube's algorithm "[leads] users towards more extreme content"; both are termed by Munn "hate-inducing architectures".<ref name="Munn-2020" />
== Importance == In 2019 Ford called outrage the "defining emotional state of our era".<ref name="Ford-2019" /> Marc Ambinder, writing in ''The Atlantic'' in 2009, said it had become the "default emotion" in political strategy.<ref name="Ambinder-2009" />
== Practitioners == Brooks estimates that the "5% fringes" on either side of the political spectrum represent those competing and cooperating with those on the other side of the spectrum in mutually benefitting from OIC.<ref name="Axelrod-2023" />
Ford and others call out influencers expert at producing outrage. Brooks notes that a given practitioner, whether an individual, a group, or a media outlet, tends to stake out an ideological side on any given issue and exploit that side's fears and anxieties.<ref name="Brooks-2019" /> {{div col|colwidth=20em}} * Tucker Carlson<ref>{{Cite web |last=Tomorrow |first=Tom |author-link=Tom Tomorrow |date=10 March 2021 |title=The outrage-industrial complex |url=https://www.metrotimes.com/news/the-outrage-industrial-complex-26622528 |access-date=2024-06-17 |website=Detroit Metro Times |language=en}}</ref> * Ann Coulter<ref name="Ford-2019" /> * Marjorie Taylor Greene<ref name="Axelrod-2023" /> * Bill O'Reilly<ref name="Waldman-2014">{{Cite web |last=Waldman |first=Paul |author-link=Paul Waldman |date=2014-03-28 |title=Some Notes on the Outrage Industrial Complex |url=https://prospect.org/api/content/d0574697-01d4-57e4-bbe7-e8542004db8a/ |access-date=2024-06-17 |website=The American Prospect |language=en-us}}</ref> * Ben Shapiro<ref name="Ford-2019" /> * Fox News<ref name="Weisman-2024" /> * ''Gawker''<ref name="Daum">{{cite news |last=Daum |first=Meghan |title='Jezebel Effect' poisons conversations on gender and sexual violence |url=http://www.latimes.com/opinion/opinion-la/la-ol-daum-jezebel-effect-feminism-college-assault-20150601-story.html |url-status=live |archive-url=https://web.archive.org/web/20150926084458/http://www.latimes.com/opinion/opinion-la/la-ol-daum-jezebel-effect-feminism-college-assault-20150601-story.html |archive-date=September 26, 2015 |accessdate=September 13, 2015 |work=Los Angeles Times}}</ref><ref name="NYO1">{{cite news |last=Holiday |first=Ryan |title=Outrage Porn: How the Need For 'Perpetual Indignation' Manufactures Phony Offense |url=http://observer.com/2014/02/outrage-porn-how-the-need-for-perpetual-indignation-manufactures-phony-offense/ |url-status=live |archive-url=https://web.archive.org/web/20190816230745/https://observer.com/2014/02/outrage-porn-how-the-need-for-perpetual-indignation-manufactures-phony-offense/ |archive-date=August 16, 2019 |access-date=September 6, 2015 |work=New York Observer |authorlink=Ryan Holiday}}</ref> * ''Huffington Post''<ref name="Waldman-2014" /> * ''Jezebel''<ref name="Daum" /><ref name="NYO1" /><ref name="Dreher-2014">{{Cite web |last=Dreher |first=Rod |date=2014-03-11 |title='Outrage Porn': Manufacturing Indignation |url=https://www.theamericanconservative.com/outrage-porn-manufacturing-indignation/ |access-date=2024-06-23 |website=The American Conservative |language=en-US}}</ref> * MSNBC<ref name="Weisman-2024" /> * ''Salon''<ref name="Daum" /><ref name="NYO1" /> * ''Talking Points Memo''<ref name="Waldman-2014" /> * ''Valleywag''<ref name="Daum" /><ref name="NYO1" /><ref name="Dreher-2014" /> * Milo Yiannopoulos<ref name="Ford-2019" /> * Jubilee Media<ref name="Kornhaber">{{cite web |last1=Kornhaber |first1=Spencer |title=America Is Divided. It Makes for Tremendous Content. |url=https://www.theatlantic.com/culture/archive/2025/01/jubilee-media-profile/681411/ |url-access=subscription |website=Jubilee Is Like Gen Z's 'Jerry Springer Show' - The Atlantic |date=23 January 2025 |publisher=The Atlantic |url-status=live |archive-url=https://web.archive.org/web/20250415193459/https://www.theatlantic.com/culture/archive/2025/01/jubilee-media-profile/681411/ |archive-date=15 April 2025 |access-date=28 July 2025}}</ref> {{div col end}}
== Notable topics and incidents == * Brett Kavanaugh Supreme Court nomination<ref name="Ford-2019" /> * Climate change<ref name="Axelrod-2023" /> * Voter identification laws<ref>{{Cite web |last=Dennis |first=Steve T. |date=5 April 2021 |title=McConnell Criticizes 'Outrage-Industrial Complex' on Voting Laws |url=https://www.bloomberg.com/news/articles/2021-04-05/mcconnell-criticizes-outrage-industrial-complex-on-voting-laws |access-date=2024-06-17 |website=Bloomberg News}}</ref>
== Countering efforts == Coleman and others note multiple organizations that work to counter divisions caused by the OIC; by Coleman's estimate there are thousands.<ref name="Coleman-2021" /><ref name="Weisman-2024" /> {{div col|colwidth=20em}} * Ad Fontes Media<ref name="Granger-2021" /> * Braver Angels<ref name="Weisman-2024" /> * BridgeUSA<ref name="Weisman-2024" /> * Dignity Index<ref name="University of Utah" /> * Kentucky Rural-Urban Exchange<ref name="Weisman-2024" /> * Living Room Conversations<ref name="Richie-2024">{{Cite news |last=Richie |first=Rob |author-link=Rob Richie |date=2024-06-10 |title=Democracy isn't doomed |url=https://www.washingtonpost.com/opinions/2024/06/10/democracy-experiments-city-state/ |access-date=2024-06-17 |newspaper=Washington Post |language=en-US |issn=0190-8286}}</ref> * Lyceum Movement<ref name="Weisman-2024" /> * Media Roundtable<ref name="Granger-2021" /> * Minnesota Rural-Urban Exchange<ref name="Weisman-2024" /> * More in Common<ref name="Kiniry-2019" /> * National Institute for Civil Discourse<ref name="Granger-2021" /> * NewGround<ref name="Weisman-2024" /> * Trust for Civic Life<ref name="Weisman-2024" /> * Trust in Elections<ref name="Richie-2024" /> * UNITE<ref name="University of Utah" /> {{div col end}}
== In popular culture == The 2024 film ''Civil War'' explored a possible near future in which the United States was embroiled in a second civil war over political divisions.<ref name="Olikara-2024">{{Cite web |last=Olikara |first=Steven |author-link=Steven Olikara |date=23 April 2024 |title=How Films Like 'Civil War' Can Spark Important Conversations and Help Defeat the 'Outrage Industrial Complex' |url=https://variety.com/2024/film/opinion/civil-war-conversations-toxic-political-culture-guest-column-1235979709/ |website=Variety}}</ref> It was cited by Steven Olikara in an opinion piece about how it could spark conversation about the OIC.<ref name="Olikara-2024" />
== See also == {{columns-list|* Cancel culture * Concern troll * Moral panic * Online shaming * Ragebait * Sensationalism * Trolling * Outrage porn}}
== References == {{Reflist}}
== Further reading == * {{Cite web |last1=Berry |first1=Jeffrey M. |last2=Sobieraj |first2=Sarah |date=2014 |title=The outrage industry : political opinion media and the new incivility {{!}} WorldCat.org |url=https://search.worldcat.org/title/863157327 |access-date=2024-06-17 |website=search.worldcat.org |language=en}} * {{Cite web |last1=Ham |first1=Mary Katharine |author-link=Mary Katharine Ham |last2=Benson |first2=Guy |author-link2=Guy Benson |date=9 June 2014 |title=End of discussion : how the Left's outrage industry shuts down debate, manipulates voters, and makes America less free (and fun) {{!}} WorldCat.org |url=https://search.worldcat.org/title/908145982 |access-date=2024-06-17 |website=search.worldcat.org |language=en}} * {{Cite journal |last1=Sobieraj |first1=Sarah |last2=Berry |first2=Jeffrey M. |date=2011 |title=From Incivility to Outrage: Political Discourse in Blogs, Talk Radio, and Cable News |journal=Political Communication |volume=28 |issue=1 |pages=19–41 |doi=10.1080/10584609.2010.542360 |s2cid=143739086}} * {{Cite book |last=Smith |first=Tobin |url=https://books.google.com/books?id=0nPDDwAAQBAJ |title=Foxocracy: Inside the Network's Playbook of Tribal Warfare |date=2019-10-29 |publisher=Diversion Books |isbn=978-1-63576-662-2 |language=en}}
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