One clickbait story that’s been making the rounds lately is how Russian trolls may have influence or been involved in the hate campaign against Star Wars: The Last Jedi. Naturally, these articles range from the more thought-out and cautious, to…eh…whatever the hell this is supposed to be. The reaction, especially in some of the cinephile groups I frequent, was, as you might imagine, pretty incredulous. It mostly amounted to people posting links to the more clickbait-y versions of the story with a comment like: “LOL! Looks like Disney is trying to blame RUSSIA for people not liking Last Jedi!”
The problem is, if anyone had bothered to look, this whole story is based on one academic paper by one Morten Bay at the University of Southern California. Moreover, even reading the description in the link shows that the thesis of the paper is nothing remotely resembling an accusation that the backlash against The Last Jedi was driven by Russian bots or trolls. It makes a comparison between the Russian information campaign of 2016 and some of the Twitter activity directed toward The Last Jedi and its director Rian Johnson, and it notes how the activities of some of the accounts involved in the backlash resembled those of known Russian bots and trolls, but when it actually gets to the topic of Russian involvement in the hate campaign, it in no way implies that they were driving it. In fact, from what I read it doesn’t even state anything conclusive on whether any accounts were confirmed to be Russian trolls or bots. Most important of all- I did a CTRL-F search and did not find the magic kill-word “Hamilton.” Any time I see “Russian bots are tweeting about (insert trending news story here),” I run that simple procedure and I get a hit, I close the tab and save several minutes of precious time.
Personally I find it odd that in an economy that revolves so much around advertising, the media hasn’t yet figured out why a bunch of Russian troll accounts would tweet or retweet things about a super popular Star Wars film or any other trending news story. It’s not rocket science- they’re trying to garner an audience. Those who are familiar with the history of the so-called Internet Research Agency in St. Petersburg know that it initially focused on domestic audiences; it still is largely dedicated to this as far as we know. The purpose was to get Russians to rally behind Putin an his foreign policy aims. A typical tactic here would be to set up a social media account which posts about all kinds of mundane things like shopping or cooking, but which will, when needed, share or post some key government talking point. Imagine you follow some blog about recipes, but one day out of the blue there’s a post about how the CIA is supporting a Nazi coup d’etat in Ukraine. Many Twitter troll accounts act in a similar manner, sometimes going dormant for long periods of time before emerging with a different persona, for example.
One of the most important things for these trolls, of course, is to get followers, so naturally they’re going to be watching what topics trend and who’s following those topics. It doesn’t take a marketing genius to see that there was a huge buzz about Star Wars online, and apart from ideological affinities toward the far right, the Internet Research Agency (maybe I’ll just call them “The bad IRA” from now on) cannot have missed how easy it is to get a huge, dedicated following if you pander to the “anti-SJW/feminist” chuds. So you tweet something about how “Cultural Marxist SJWs are runining teh STAAAAAAAR WAAAAAAAAAARZ!!!!1” and voila! You have picked up some severely sexually frustrated but loyal followers.
And this gets back to what I’ve written about recently, about the real purpose of these information operations. They are not, as the
grifters “narrative architects” or talking heads say, trying to “divide” America. This is the perspective from someone with privilege, power, and who is generally disconnected from daily reality for most Americans. Most Americans understand that we are extremely divided and have been for some time. The reality is that Russia’s influence operation is about creating unity, uniting polar opposites of the political spectrum around talking points or ideas that are in line with the Kremlin’s foreign policy goals and in some cases, its domestic agenda.
But before you can get anyone to start listening to your specially crafted talking points, you’ve got to get their attention and keep it. Hence the tweeting around trending topics, the hashtags, the memes, and so forth.
However, let us not lose sight of the biggest issue in all of this. Namely, that despite the fact that Rian Johnson had ambitious goals for The Last Jedi, he ultimately failed hard thanks to a number of mindbogglingly stupid decisions and poor writing, thus squandering all the film’s potential and possibly ruining the whole new trilogy. This, is of course, objective fact, and there is nothing the entire St. Petersburg troll factory could ever do to change that.
Don’t @ me.
Okay let me just say something about this bullshit excuse where people say “What does it matter if Snoke doesn’t have a backstory? You didn’t question the Emperor’s backstory and they didn’t even say the name Palpatine in the original trilogy!”
We knew in the original trilogy that the rebels were fighting the Galactic Empire, and empires are ruled by emperors. We naturally assumed an emperor had to exist and he’s mentioned throughout the trilogy! The First Order is not the Galactic Empire- in fact it’s not really very well explained what it is at all! Therefore it’s perfectly reasonable to want to know just who the hell Snoke is, why he’s leading the First Order, and why he’s so powerful. Also maybe explain why the hell the First Order has almost wiped out the rebellion almost immediately after said rebellion completely destroyed their massive home base in The Force Awakens. And why would you ever want to bring up fuel in a STAR WARS MOVIE?! None of this makes any sense!
Goddammit, Rian! What were you even thinking?!