Someone like Milo or Mike Cernovich doesn’t care that you hate them—they like it. It’s proof to their followers that they are doing something subversive and meaningful. It gives their followers something to talk about. It imbues the whole movement with a sense of urgency and action—it creates purpose and meaning.
You’re worried about “normalizing” their behavior when in fact, that’s the one thing they don’t want to happen. The key tactic of alternative or provocative figures is to leverage the size and platform of their “not-audience” (i.e. their haters in the mainstream) to attract attention and build an actual audience. Let’s say 9 out of 10 people who hear something Milo says will find it repulsive and juvenile. Because of that response rate, it’s going to be hard for someone like Milo to market himself through traditional channels. His potential audience is too spread out, and doesn’t have that much in common. He can’t advertise, he can’t find them one by one. It’s just not going to scale.
You’re shocked I know. Me too. I never would have guessed this before I saw people sharing it on Facebook in yet one more attempt to find an acceptable way to say, “Don’t feed the trolls.” I thought he was shy and retiring.
All right. That’s 100% obvious bullshit. Yiannopolous didn’t invent shock jockery. It’s not at all a new concept. We all know that protests draw attention to the thing or person being protested. We do it anyway, and for very good reason. Continue reading “Because Ignoring It Worked So Well”